Within Sync
Why Sync Money Is Big but Not Magic
A hit placement may bring fees, royalties and new listening, but sync remains a small part of recorded music revenue.
On this page
- Upfront fees and performance royalties
- Indirect value from streams and attention
- Why market share stays relatively small
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Introduction
A successful sync placement can make a song feel as if it has been reborn. Viewers discover the track through a film, television series or advert, streams surge, charts react and royalties begin flowing again. Yet the headline-grabbing stories can create a misleading impression: while a revival can generate substantial income for a particular song, sync licensing remains a relatively small revenue source compared with the streaming economy that now dominates recorded music.
The key distinction is that sync often acts as a catalyst. The placement itself may generate a licensing fee and subsequent royalties, but the largest financial effect frequently comes from the listening activity that follows. A sync can light the fuse; streaming usually supplies most of the fuel. [IFPI]ifpi.orgGMR2025 SOTIIFPIGLOBAL MUSIC REPORT 202519 Mar 2025 — Synchronisation revenues grew for a fourth successive year in 2024 and totalled US$650 million…
Upfront Fees and Performance Royalties
When a song is licensed for screen use, money can arrive through several channels rather than a single payment.
The first is the synchronisation fee paid for the right to pair music with visual content. Depending on the project, fees can range from relatively modest sums to six-figure deals for major advertising campaigns. Industry licensing guides note that a successful sync can generate anywhere from hundreds to hundreds of thousands of dollars from one agreement alone. [Bridge.audio]bridge.audioing from a few hundred to several hundred thousand dollars for a single contract.Read more…
The second layer comes after the programme, film or advert is broadcast or streamed. Rights holders may receive performance and broadcast royalties through collecting societies when the music is publicly performed or transmitted. These payments can continue long after the original placement, particularly if a programme enjoys repeated international distribution. [IFPI]ifpi.orgpublic performanceIFPIPerformance RightsPerformance rights accounted for 9.5% of global recorded music revenues in 2023. The performance rights sector illu…
This explains why music executives often describe sync as valuable despite its relatively small share of industry revenue. A placement can create multiple income streams at once:
- An initial licensing payment.
- Public-performance and broadcast royalties.
- International royalty collections.
- Increased catalogue consumption on streaming services.
For a catalogue song that had largely stopped generating attention, the combination can be financially meaningful even before any streaming revival occurs. [The Guardian]theguardian.comG Flip’s track "Bed On Fire" had a particularly impactful moment, soundtracking a steamy scene in episode five — causing their Spotify st…
Indirect Value from Streams and Attention
The most dramatic sync success stories usually earn more from renewed listening than from the placement itself.
Kate Bush’s “Running Up That Hill” provides the clearest modern example. After its prominent use in Stranger Things in 2022, the song experienced an extraordinary resurgence across streaming platforms and charts worldwide. Spotify reported massive increases in listening, and later analyses estimated that the revival generated roughly £1.9 million to £2.37 million in streaming-related royalties for Bush. WIPO [Rolling Stone UK]rollingstone.co.ukkate bush running up that hill stranger things earns 2 million royalties 19595Kate Bush has reportedly earned £1.9million since '…4 Jul 2022 — Kate Bush has reportedly earned approximately £1.9million in streamin…
What matters economically is that millions of listeners did not simply hear the song in a television episode. They actively sought it out afterwards, adding it to playlists, sharing it on social media and replaying it repeatedly. Those streams created an ongoing royalty flow that far outlasted the original screen appearance. [WIPO]wipo.intifpi looks at a decade of digital transformation in the music industry 73661WIPOIFPI looks at a decade of digital transformation in the music…23 Apr 2025 — In 2024, the industry was worth US$29.6 billion, with…
Recent examples show the same pattern. Industry figures discussing television placements have noted that the lasting value of a sync often comes less from the upfront payment and more from discovery, audience growth and subsequent listening. Australian artists featured in popular streaming series have reported substantial jumps in Spotify activity after key scenes aired, demonstrating how exposure can translate into measurable consumption. [The Guardian]theguardian.comG Flip’s track "Bed On Fire" had a particularly impactful moment, soundtracking a steamy scene in episode five — causing their Spotify st…
This indirect effect helps explain why artists and rights holders sometimes accept lower television sync fees than they might receive from a major advertising campaign. The placement’s ability to trigger sustained audience engagement can outweigh the immediate cheque. [The Guardian]theguardian.comG Flip’s track "Bed On Fire" had a particularly impactful moment, soundtracking a steamy scene in episode five — causing their Spotify st…
Why Market Share Stays Relatively Small
The success of individual revivals can obscure a broader industry reality. Synchronisation revenue is growing, but it remains a small segment of the overall recorded music business.
According to IFPI’s Global Music Report, synchronisation revenue from recorded music reached approximately US$650 million in 2024 after several consecutive years of growth. In the same year, total global recorded-music revenue reached US$29.6 billion. [IFPI]ifpi.orgIFPI: AMIDST HIGHLY COMPETITIVE MARKET, GLOBAL…19 Mar 2025 — Figures released today in IFPI's Global Music Report 2025 reveal that tot…
By comparison, streaming generated the overwhelming majority of industry income. IFPI reports that around 69% of recorded-music revenue came from streaming in 2024, with streaming revenues exceeding US$20 billion. [WIPO]wipo.intWIPORunning Up That Hill: an '80s hit makes millions in royalties…The artists has received an estimated GBP 2.37 million in streaming…
The contrast is striking:
Revenue sourceApproximate 2024 scaleStreamingMore than US$20 billionSynchronisationAbout US$650 millionTotal recorded music marketUS$29.6 billion
[IFPI]ifpi.org70. over 70 markets where our member companies operate. © IFPI. AllIFPI — Representing the recording industry worldwideAlmost 70 IFPI National Groups, local associations or affiliated music licensing comp… [WIPO]wipo.intifpi looks at a decade of digital transformation in the music industry 73661WIPOIFPI looks at a decade of digital transformation in the music…23 Apr 2025 — In 2024, the industry was worth US$29.6 billion, with…
Even performance-rights revenue, another secondary income category linked to music usage, generated roughly US$2.9 billion globally in 2024—several times larger than synchronisation revenue alone. [Music Business Worldwide]musicbusinessworldwide.comMusic Business WorldwideGlobal recorded music revenues hit $29.6bn in 2024, up…19 Mar 2025 — IFPI reports that Performance rights reve…
The reason is scale. A hit television placement may create a surge for one song, but streaming platforms process billions of plays every day across millions of tracks. Sync can create extraordinary individual winners, yet streaming remains the mechanism that converts widespread listening into the industry’s largest revenue pool. [WIPO]wipo.intWIPORunning Up That Hill: an '80s hit makes millions in royalties…The artists has received an estimated GBP 2.37 million in streaming… [Reuters]reuters.comPaid subscriptions grew by 9.5%, and advertising-supported formats rose by 1.2%, while revenues from performance rights increased by 5.9%…
The Real Financial Lesson of a Revival
The biggest misconception about sync licensing is that the placement itself is where most of the money sits. In reality, the placement is often valuable because it unlocks other revenue streams.
A successful revival can deliver licensing income, broadcast royalties and renewed catalogue relevance. However, the largest long-term financial gains frequently arrive through the surge in streaming and audience attention that follows. The extraordinary returns seen in cases such as “Running Up That Hill” were not created by sync alone; they emerged from the interaction between screen exposure and the modern streaming ecosystem. WIPO [The Music Royalty Co]themusicroyaltyco.ukkate bush new music royaltiesThe Music Royalty CoOld Song, New Royalties: Factors That Fuel Kate Bush's…Kate Bush's 1985 hit “Running Up That Hill (A Deal With God…
That is why sync money can be big for a song, an artist or a catalogue owner without becoming a dominant source of income for the music industry as a whole. A placement can change the fortunes of one recording overnight, but streaming remains the larger economic engine that turns renewed cultural attention into sustained revenue. [IFPI]ifpi.orgindustry dataIn 2024, global recorded music revenues grew by 4.8%. This was the tenth consecutive year of global growth. Revenues increased in every r… [WIPO]wipo.intWIPORunning Up That Hill: an '80s hit makes millions in royalties…The artists has received an estimated GBP 2.37 million in streaming…
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Endnotes
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Source: ifpi.org
Title: GMR2025 SOTI
Link: https://www.ifpi.org/wp-content/uploads/2024/03/GMR2025_SOTI.pdfSource snippet
IFPIGLOBAL MUSIC REPORT 202519 Mar 2025 — Synchronisation revenues grew for a fourth successive year in 2024 and totalled US$650 million...
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Source: wipo.int
Title: ifpi looks at a decade of digital transformation in the music industry 73661
Link: https://www.wipo.int/en/web/wipo-magazine/articles/ifpi-looks-at-a-decade-of-digital-transformation-in-the-music-industry-73661Source snippet
WIPOIFPI looks at a decade of digital transformation in the music...23 Apr 2025 — In 2024, the industry was worth US$29.6 billion, with...
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Source: bridge.audio
Link: https://www.bridge.audio/blog/report-2024-sync-revenues/Source snippet
ing from a few hundred to several hundred thousand dollars for a single contract.Read more...
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Source: ifpi.org
Title: [public performance]({{ ‘public-play/’ | relative_url }})
Link: https://www.ifpi.org/our-industry/public-performance/Source snippet
IFPIPerformance RightsPerformance rights accounted for 9.5% of global recorded music revenues in 2023. The performance rights sector illu...
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Source: wipo.int
Link: https://www.wipo.int/en/web/wipo-magazine/articles/running-up-that-hill-an-80s-hit-makes-millions-in-royalties-thanks-to-stranger-things-63628Source snippet
WIPORunning Up That Hill: an '80s hit makes millions in royalties...The artists has received an estimated GBP 2.37 million in streaming...
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Source: rollingstone.co.uk
Title: kate bush running up that hill stranger things earns 2 million royalties 19595
Link: https://www.rollingstone.co.uk/music/kate-bush-running-up-that-hill-stranger-things-earns-2-million-royalties-19595/Source snippet
Kate Bush has reportedly earned £1.9million since '...4 Jul 2022 — Kate Bush has reportedly earned approximately £1.9million in streamin...
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Source: ifpi.org
Link: https://www.ifpi.org/ifpi-amidst-highly-competitive-market-global-recorded-music-revenues-grew-4-8-in-2024/Source snippet
IFPI: AMIDST HIGHLY COMPETITIVE MARKET, GLOBAL...19 Mar 2025 — Figures released today in IFPI's Global Music Report 2025 reveal that tot...
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Source: reuters.com
Link: https://www.reuters.com/business/media-telecom/music-revenues-rise-again-2024-boosted-by-streaming-subscriptions-report-shows-2025-03-19/Source snippet
Paid subscriptions grew by 9.5%, and advertising-supported [formats]({{ 'formats/' | relative_url }}) rose by 1.2%, while revenues from performance rights increased by 5.9%...
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Source: reuters.com
Title: streaming boosts global music revenues once again 2025 report shows 2026 03 18
Link: https://www.reuters.com/business/media-telecom/streaming-boosts-global-music-revenues-once-again-2025-report-shows-2026-03-18/Source snippet
Streaming accounted for 70% of global music income, with paid subscription streaming growing 8.8% to reach over 52% of total revenues and...
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Source: ifpi.org
Title: 70. over 70 markets where our member companies operate. © IFPI. All
Link: https://www.ifpi.org/Source snippet
IFPI — Representing the recording industry worldwideAlmost 70 IFPI National Groups, local associations or affiliated music licensing comp...
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Source: ifpi.org
Title: industry data
Link: https://www.ifpi.org/our-industry/industry-data/Source snippet
In 2024, global recorded music revenues grew by 4.8%. This was the tenth consecutive year of global growth. Revenues increased in every r...
-
Source: ifpi.org
Link: https://www.ifpi.org/global-music-report-2026-global-recorded-music-revenues-grow-6-4-as-record-companies-drive-innovation/Source snippet
GLOBAL MUSIC REPORT 2026: GLOBAL RECORDED...19 hours ago — The world's largest recorded music region increased revenues by 3.5% in 2025...
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Source: theguardian.com
Link: https://www.theguardian.com/music/2026/jun/06/australian-music-tv-shows-soundtracks-g-flip-tame-impalaSource snippet
G Flip’s track "Bed On Fire" had a particularly impactful moment, soundtracking a steamy scene in episode five — causing their Spotify st...
-
Source: themusicroyaltyco.uk
Title: kate bush new music royalties
Link: https://www.themusicroyaltyco.uk/kate-bush-new-music-royalties/Source snippet
The Music Royalty CoOld Song, New Royalties: Factors That Fuel Kate Bush's...Kate Bush's 1985 hit “Running Up That Hill (A Deal With God...
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Source: musicbusinessworldwide.com
Link: https://www.musicbusinessworldwide.com/global-recorded-music-revenues-hit-29-6bn-in-2024-up-4-8-yoy-users-of-paid-music-subscriptions-reach-752m/Source snippet
Music Business WorldwideGlobal recorded music revenues hit $29.6bn in 2024, up...19 Mar 2025 — IFPI reports that Performance rights reve...
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Source: musicbusinessworldwide.com
Title: indie music publishers saw revenues grow 5 1 to 2 9bn in 2024 impf
Link: https://www.musicbusinessworldwide.com/indie-music-publishers-saw-revenues-grow-5-1-to-2-9bn-in-2024-impf/Source snippet
Indie music publishers saw revenues grow 5.1% to $2.9bn...18 Dec 2025 — The world's independent music publishers saw a 5.1% year over ye...
Additional References
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Source: nme.com
Link: https://www.nme.com/news/music/kate-bush-gets-another-huge-streaming-boost-after-premiere-of-stranger-things-season-five-3913706Source snippet
Kate Bush gets another huge streaming boost after...28 Nov 2025 — Bush had earned $2.3million (£1.9million) in [streaming revenue]({{ 'revenue-dbec50/' | relative_url }}) with ”R...
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Source: completemusicupdate.com
Link: https://completemusicupdate.com/latest-impf-report-shows-indie-music-publishing-revenues-grew-even-though-market-share-dipped/Source snippet
Latest IMPF report shows indie music publishing revenues...3 Apr 2025 — Indie music publishing revenues for the period covered by its la...
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Source: omdia.tech.informa.com
Link: https://omdia.tech.informa.com/om139340/music-publishing-revenue-growth-forecast-to-outshine-recorded-music-over-the-next-five-yearsSource snippet
Omdia9 Oct 2025 — Global music publisher revenue will increase at a slightly higher rate this year than in 2024, with the total expected...
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Source: linkedin.com
Link: https://www.linkedin.com/posts/music-canada_according-to-ifpisglobal-music-report-2026-activity-7440035181765398528-x2HvSource snippet
Music Canada's PostAccording to IFPI's Global Music Report 2026 released today, Canada's recorded music market grew by 5.6% in 2025 to re...
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Source: linkedin.com
Link: https://www.linkedin.com/posts/markmulligan_global-recorded-music-revenues-up-94-in-activity-7438250306620121088-1_3lSource snippet
Global Music Revenues Rise 9.4% in 2025Global recorded music revenues up 9.4% in 2025 It is that time of year again: MIDiA has just relea...
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Source: billboard.com
Title: ifpi global report 2024 music business revenue market share 1235637873
Link: https://www.billboard.com/business/business-news/ifpi-global-report-2024-music-business-revenue-market-share-1235637873/Source snippet
IFPI Global Report 2024: Music Revenues Climb 10% to...21 Mar 2024 — Performance rights revenue, meanwhile, climbed 9.5% to $2.7 billion...
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Source: linkedin.com
Title: music publishing market size share key drivers global a28lc
Link: https://www.linkedin.com/pulse/music-publishing-market-size-share-key-drivers-global-a28lcSource snippet
Music Publishing Market Size, Share, and Key Drivers in...The music publishing market size was valued at USD 24,778.6 million in 2024 an...
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Source: imusician.pro
Title: global recorded music industry revenue grew by 4 8 in 2024
Link: https://imusician.pro/en/resources/blog/global-recorded-music-industry-revenue-grew-by-4-8-in-2024Source snippet
Global Recorded Music Revenue Rises by 4.8% in 202425 Mar 2025 — Finally, the sync category reportedly generated $650 million in global r...
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Source: omdia.tech.informa.com
Title: The global trade figures in a little more detail
Link: https://omdia.tech.informa.com/om129630/ten-straight-years-of-recordedmusic-growth-but-gains-have-slowed-and-the-threat-of-ai-is-looming-largeSource snippet
straight years of global recorded-music growth, but gains...4 Apr 2025 — Figure 2: Global recorded-music trade revenue by source share...
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Source: fortune.com
Title: kate bush running up that hill stranger things
Link: https://fortune.com/2022/07/07/kate-bush-running-up-that-hill-stranger-things/Source snippet
Kate Bush has now made $2.3 million from her 37-year-old...7 Jul 2022 — Bush earned an estimated $2.3 million in streaming royalties, po...
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