PRS and IPRS Split Duties to License Apple Fitness+ in India
By Trevor Loucks
Founder & Lead Developer, Dynamoi
PRS for Music and the Indian Performing Right Society (IPRS) established a new operational standard on Friday that could redefine how rights are managed in emerging markets. The two organizations announced a collaborative licensing pact for Apple Fitness+ in India that decouples legal authority from technical execution.
This is not a standard reciprocal agreement where rights are simply passed between borders. Instead, the deal deploys a "backend-as-a-service" model: IPRS retains the commercial mandate to license the platform locally, while PRS for Music utilizes its cloud infrastructure to handle the heavy lifting of data matching and royalty processing.
The architecture of a split
The music industry has long struggled with the inefficiency of every national society building proprietary tech stacks. This partnership validates a more efficient, tiered structure:
- The Authority: IPRS acts as the "home territory society," issuing the license to Apple. This ensures compliance with Indian copyright law and maintains local sovereignty.
- The Engine: PRS for Music ingests usage logs directly from the DSP. They process the distribution using their advanced
Nexuscloud system to match works and calculate shares.
Key insight: By bifurcating these roles, the societies aim to eliminate "unnecessary currency conversions." In traditional chains, royalties often suffer from multiple FX fees as they bounce between INR, GBP, and USD intermediaries.
Fitness+ localized economics
The deal arrives just days after Apple Fitness+ launched in India on December 15, 2025. The rollout is aggressive, with pricing set at ₹149 ($1.75) per month—drastically lower than Western tiers to drive penetration in a price-sensitive market.
Apple has integrated the service deeply with Apple Music, featuring workout categories like K-Pop, Upbeat Anthems, and Latin Grooves. While audio streaming remains the revenue king, fitness apps represent high-retention, high-value usage. The visual nature of the content often triggers complex sync and public performance rights, which have historically created administrative bottlenecks in fragmented markets.
Plugging the data leak
India is a high-growth territory that frequently suffers from "black box" revenue issues, where money is collected but cannot be distributed due to poor metadata matching. The IPRS/PRS alliance directly attacks this leakage.
The risk: Without robust matching, royalties for international repertoire—like a Taylor Swift or BTS track used in a HIIT workout—often get stuck in suspense accounts for 12 to 24 months.
The fix: PRS’s global database has significantly higher match rates for international works. By outsourcing the processing to PRS, IPRS ensures that rightsholders are paid faster and with fewer administrative deductions. PRS Chief International Business Officer Sami Valkonen described the setup as a "blueprint" for cross-border licensing at scale.
A new global hierarchy
This deal signals a shift toward interoperable infrastructure over territorial silos. It suggests a future where "Tier 1" societies (like PRS, ASCAP, or SACEM) act as global technical hubs, while "Tier 2" national societies focus on member relations and political advocacy.
For rightsholders, the implication is positive. The removal of FX friction and the utilization of industrial-grade matching tech means the net receipt from an Indian stream is likely to increase. As Apple Fitness+ expands to 49 countries, this hybrid licensing model provides a scalable template to ensure creators capture value from the moment a platform goes live.
About the Editor
Trevor Loucks is the founder and lead developer of Dynamoi, where he focuses on the convergence of music business strategy and advertising technology. He focuses on applying the latest ad-tech techniques to artist and record label campaigns so they compound downstream music royalty growth.
