In December 2025 Amazon came out with a report that showed what people in India asked Amazon Alexa about from January to November 2025. Amazon Alexa got questions in English, Hindi and Hinglish. When you look at all these questions together they are like a diary of what’s happening in India. They show what people in India liked to listen to what they talked about at home, which people they liked and what they wanted to know quick answers to, in their daily life.

1) The biggest headline: Alexa in India is mostly an entertainment remote—by voice

When you look at the categories that Amazon highlighted it is pretty obvious what people use it for the most. They use Amazon to play music like songs or artists or podcasts. They use Amazon to find out things like the answer to a simple question or some trivia. They also use Amazon to find out things like how money someone is worth or how tall they are or who they are married to and so on. People use Amazon to play something and to settle something like a question about someones net worth or height or spouse and things, like that.

That matters because it shows Alexas role is not really like a search engine. It is like a hands-free companion that is part of our daily routines, with Alexa. We use Alexa for a lot of things. Alexa is always there to help us.

In the kitchen I like to say things, like “play music” so I can listen to some tunes while I cook. I also say ” timers” to make sure I do not burn my food. Sometimes I ask “how do I make” dishes like “how do I make chicken” or “how do I make cake” so I can get a recipe and follow it.

In living rooms you can say things like “play a song” to hear some music. You can also say “play a podcast” to listen to your show. Sometimes you might ask questions like “who’s ” to learn more, about the music artists or the people talking on the podcast like “who is the singer of this song” or “who is the host of this podcast”.

When we are talking to each other people often ask questions like what’s the capital of a country or how many people live there. Sometimes they want to know how money a person has, which is called their net worth. They also ask about height like how tall someone’s. These are all examples of things people like to know about countries or famous people like what’s the capital of France or how tall is Tom Cruise. People ask these questions because they want to learn more about the world and the people, in it like what’s the population of China or what is the net worth of Elon Musk.

In family settings: bilingual or mixed-language queries (Hindi + English in the same sentence)

Amazon says that the way people speak languages like English, Hindi and Hinglish is really important in India. This is because people in India often find it easier to use their voice when they need to type in scripts, which can be slow and feel weird. Amazon points out that this multilingual pattern is a deal, in India.

2) Music: The playlists on Indias Alexa mixed up songs that were popular around the world with songs that people in India really loved. Indias Alexa playlists had a combination of global hits and local favorites that people in India enjoyed listening to. This made Indias Alexa playlists very special because they had something, for everyone whether you liked music from countries or music from India itself.

A) The layer that is really popular, around the world: K-Pop and global pop music became extremely popular everywhere. K-Pop is a thing now. Global pop music is also very popular. They are both part of this global trend. K-Pop and global pop are changing the music scene.

Amazon’s biggest “story” from the dataset was the rise of K-Pop in India’s Alexa curiosity and listening habits—especially artists like BTS, Jennie, and BLACKPINK.

What is interesting is that K-Pop shows up in two ways:

I want to know more about BTS. Can you tell me about BTS? I am also interested in learning about Jennie and Blackpink. What is Blackpink like? What kind of music does BTS make? I really like BTS. I want to know more about them. Tell me about Jennie from Blackpink. What is she, like?

Playback requests (songs played on Alexa/Amazon Music)

That split shows that K-Pop is not something you listen to in the background. It is actually about the fans. People who like K-Pop want to know more about it. They want to know what is going on and what is happening with K-Pop. They want to know all the details. They want updates, about K-Pop, not just the songs.

People are listening to K-Pop. They are also looking up international pop stars, like Taylor Swift, Justin Bieber and Michael Jackson. K-Pop is really popular. People are still searching for music by these other famous singers like Taylor Swift and Justin Bieber and Michael Jackson.

B) The India always layer is, like this: Bollywood and those evergreen legends they just did not move aside the Bollywood and those evergreen legends stayed right where they were.

People, in India still like to ask Alexa to play music that feels like home.

Contemporary Indian stars like Arijit Singh, plus big Bollywood composers/singers.

We have evergreen legends like Lata Mangeshkar and Kishore Kumar. This means something. The thing is, Alexa is becoming a music player that people of all ages like. In the house you will find grandparents, parents and kids and they all like using Alexa to listen to music. Alexa is like a jukebox, for all these people.

So the idea for 2025 is not that the global thing is taking over the thing. The 2025 picture is like the global thing and the local thing are side by side. They can even happen at the time like, in the same evening the global thing and the local thing are together.

C) The popular songs that people asked Alexa to play, at a glance

Amazon has a list of the requested songs for the year 2025 and it has a lot of different kinds of songs on it. Amazons list includes songs that got really popular on the internet and songs from Bollywood movies. One of the songs that people asked for a lot is “APT” by ROSÉ and Bruno Mars. People also asked for songs like “Shaky” and “Sapphire”. Amazons list also has some Bollywood songs like “Aaj ki Raat” from the movie Stree 2 and “Saiyaara”. The songs on Amazons list are really varied. That is what makes it so interesting. Amazons list of the requested songs, for 2025 is a great way to see what kind of music people like.

So what does that mean

Voice assistants make things happen fast. When a song becomes the one that everyone wants to hear voice assistants make it very easy to listen to it. This is because voice assistants make it simple for people to ask for the song they want to hear over. Voice assistants and music are a team and voice assistants help people listen to the songs they love like that one song that everyone asks for by making it easy to play it again with just their voice.

The same device is used by people who like to follow the music trends and by people who prefer listening to old songs that remind them of the past. It just depends on who is using the device. The device is for trend-chasing listeners and, for nostalgia- listeners.

3) Podcasts: true crime and spirituality—two very different “companions” for daily life

After music, podcasts were a major highlight in Amazon’s India snapshot.

A) The true-crime pull

People are really interested in crime and thriller or horror shows on Amazons list. They really like shows such as The Horror Show by Khooni Monday and The Desi Crime Podcast. These are the ones that people keep asking for, over and over. Amazons list has a lot of crime and thriller or horror content that people want to watch. Shows like The Horror Show, by Khooni Monday and The Desi Crime Podcast are very popular.

True crime stories are really popular. They work very well with voice. The reason true crime works well with voice is because people like to listen to true crime stories. True crime is a type of story that people find interesting. They like to hear about true crime cases. When you listen to crime stories with voice it feels like someone is telling you a story and that makes it more fun to listen to. People like to hear about crime because it is like a big mystery and they want to know what happens. True crime works with voice because you can hear the emotions and excitement, in the persons voice when they are talking about true crime.

You do not need to look at a screen.

You can listen to music while you are commuting to work or when you are cooking dinner or even when you are cleaning the house. Music is really great to listen to while commuting or while you are cooking or while cleaning.

This show is set up in a way that you can watch one part at a time. It is also great for watching parts in a row. This makes it perfect, for saying “Alexa play the episode” of the show.

B) The spirituality + self-improvement side

Amazon says that people really want to listen to things that help them feel more spiritual and motivated. This includes some popular shows that are all about India. Amazon points out that there is a demand, for this kind of listening especially for spiritual and motivation-driven content like those India-focused shows.

This combination of crime and spirituality might seem really weird but it actually works well together as what you might call audio moods. The idea of crime and spirituality, as audio moods is pretty interesting. True crime and spirituality can be a match when you think about it in terms of audio moods.

True crime: suspense, storytelling, curiosity

Spirituality: calm, reflection, routine reinforcement

Alexa is, like a button that lets you change between those different moods.

C) The “podcast as habit” signal

When people ask for the podcasts over and over using their voice it shows that podcasts are not just something they listen to sometimes. Podcasts have become something that people listen to all the time like the radio. The podcasts are chosen just for them. This means that podcasts have become a habit, for people like listening to the radio used to be. Now it is personalized podcasts. People like to listen to their podcasts and they ask for the same podcasts repeatedly which is why podcasts are now a part of their daily routine.

4) Celebrity trivia: net worth, relationships, and “quick facts” dominated

People noticed that Indians asked Alexa lots of questions about things. This is something that keeps coming up. Indians asked Alexa lots of questions about lots of topics. The thing that people keep talking about is that Indians asked Alexa lots of questions about. Indians asked Alexa lots of questions, about different things and this is one thing that people see over and over.

Net worth

Relationships / spouse

Height

Other fast celebrity facts

Amazon even gave example queries, like:

“What is Virat Kohli’s net worth?”

Salman Khan की wife कौन है यह जानने के लिए बहुत लोग उत्सुक रहते हैं। Salman Khan की पत्नी के बारे में बात करते हैं तो Salman Khan अभी तक शादी नहीं की है। Salman Khan को लेकर बहुत लोगों के मन में यह सवाल होता है कि Salman Khan की wife, कौन होगी। लेकिन Salman Khan ने अभी तक शादी नहीं की इसलिए Salman Khan की wife के बारे में कोई जानकारी नहीं है।

A) Why “net worth” is such a common voice question

Net worth is the thing to ask about because Net worth is something that people really want to know about. Net worth is very important to a lot of people.

* Net worth is easy to understand

* People care about worth because it is about money and that is something that everyone needs.

Net worth is a question to ask because the answer, to Net worth is usually a simple number. Net worth is what people want to know when they ask about money.

Simple to ask

Debatable in conversations (“How rich is he actually?”)

A pop-culture proxy for success

People want to know about names in business and technology like Elon Musk and Jeff Bezos. They also ask about Mukesh Ambani and Gautam Adani. Mostly they want to know how rich these people are. They ask about others too. These are some of the people who get asked about a lot. People are really curious, about Elon Musk and Jeff Bezos and how money they have.

B) Sports + Bollywood: the two “national trivia engines”

The people we see in the news and summaries are sports names like Virat Kohli and famous football players like Cristiano Ronaldo and Lionel Messi. We also see Bollywood stars like Shah Rukh Khan. These sports icons and Bollywood stars are well known. The names of people like Virat Kohli and Bollywood stars like Shah Rukh Khan are seen everywhere. Sports icons, like Cristiano Ronaldo and Lionel Messi are also very famous.

This shows us something about Alexas role, in our lives:

In India, sports and cinema are common “group topics.”

People often use Alexa to settle arguments when they disagree about facts. Alexa is like a referee in these situations. People ask Alexa questions and Alexa gives them the answers so Alexa helps people figure out what is true and what is not true, about the facts they are arguing about.

5) General knowledge is really important. This includes things, like politics and geography. We also need to know answers. General knowledge is still something that matters a lot. We have to know about politics and geography to understand the world.. Everyday answers are what we use in our daily life. So general knowledge is very useful.

People really like to use Amazons Alexa for fun things. When you look at what Alexa is used for it seems that people also like to ask Alexa general knowledge questions. These are usually questions, about:

Political leaders

Geography

Population/cities/countries type facts

This is what the classic voice assistant is really good, at: you get answers without having to open your phone or do any typing or scrolling on the voice assistant.

A key point here is that voice assistants often do a job, on questions that are:

short,

factual,

and asked in the middle of doing something else.

So while GenAI chatbots can do tasks that need a lot of thinking people still like using voice devices to get answers to simple questions. GenAI chatbots are good at tasks but voice devices are better, for getting fast facts.

6) Language behavior: English + Hindi + Hinglish was the default reality

Amazon says that the information from India is in languages. People ask for things in English, Hindi and Hinglish. Amazon thinks of the India dataset as something that has languages, like English, Hindi and Hinglish.

That matters because Hinglish is not English or broken Hindi. Hinglish is a way that millions of Indians speak. When voice assistants can handle Hinglish easily they are more useful, than tools that only work with text because:

You can mix up words without having to switch between keyboards. This is really helpful when you need to type something that has words from languages in the same sentence. For example you can type a message that has words and then some words from another language like Spanish or French all, without switching keyboards. This makes it much easier to communicate with people who speak different languages. You can just mix words from languages and the keyboard will keep up with you so you do not have to switch keyboards.

Proper nouns like song names, celebrity names and brand names are really easy to say in English. You can still use sentence structure when you say these names. This is because proper nouns such as song titles and celebrity names do not change when you say them in English. You can keep using the Hindi sentence structure and just put the English proper nouns like brand names, in the sentence.

When families are together they can talk to each other in the way that they do when they are, at home. Families can say what they really think and feel. This means families can speak freely just like they do at home.

This is why a lot of example queries seem like they are mixing two languages together. They are basically what people say when they talk out loud. The example queries look like mashups because that is exactly what people say.

7) What this says about India in 2025 is that India in 2025 will be a place where people really care about their culture they are curious about things and they want things to be convenient for them. India in 2025 will have a culture that’s still very important to the people of India in 2025. People of India in 2025 will be curious. Want to learn new things. They will also want convenience, which means they want things to be easy and simple for them in India, in 2025.

When you put all the categories together you get a few patterns. These big patterns are what you see when you look at all the categories of the patterns. The big patterns are really what you notice when all the categories are together and you look at the patterns.

A) India’s pop culture is confidently hybrid

People really like K-Pop. They also like Kishore Kumar. You will see Bruno Mars and Bollywood hits together. Global football stars are with cricket heroes. When you look at what people ask Alexa you can see that people do not like one thing. They like K-Pop and they, like Kishore Kumar, they like Bruno Mars and they like Bollywood hits and they like global football stars and Indian cricket heroes too.

B) Audio is “screenless internet”

People are using Alexa for a lot of things like music and podcasts and trivia. These are things people used to do on their computers or phones like watching YouTube or listening to Spotify or searching on Google or reading Wikipedia and so on. With Alexa the internet is, around us now:

When the person speaks,

The music plays,

The computer gives a response the computer answers

You just keep moving. The thing about life is that it is always in motion and people, like you keep moving.

C) The home is the primary stage

Alexa and Echo devices are not like the helpers on your phone that you use when you are, out. These devices are mostly used at home. That is why the results feel like they are meant for your home.

family music,

household trivia,

cooking and routine listening.

8) Let me give you a warning: when we say ” asked” questions it does not mean those questions are the “most important” ones. We are talking about the ” asked” questions here and that is different, from the “most important” questions. The ” asked” questions are the ones that people ask a lot but the “most important” questions are the ones that really matter.

A list that looks back at the year is not a way to really know what is going on in India. It is like a peek at what people who use Alexa do and that is not every single person, during a certain time from January, to November 2025.

So this is how you can think about it:

behavioral signals from a large user base,

This information is skewed toward households that own Alexa-enabled devices because it seems like the data is focused on households that have these Alexa-enabled devices. The households that own Alexa-enabled devices are the focus here.

Reflecting what is easy and natural to ask by voice like the things that people normally say when they talk is what this is about. This is because the Google Assistant is really good, at understanding the things that people say in a conversation so it is reflecting what is easy and natural to ask by voice.

This is really an useful look at our culture. Voice queries are often more spontaneous and casual, than things we type. The Google Home and Amazon Echo are examples of voice queries. These voice queries are casual. That casualness shows us what people really do. The voice queries reveal habits of people who use the Google Home and Amazon Echo to make voice queries.

9) Why does Amazon publish these lists in the place I mean why does Amazon do this what is the point of Amazon publishing these lists at all why does Amazon go to the trouble of making these lists and sharing them with everyone. Amazon is a company and Amazon must have a reason, for publishing these lists but what is it that Amazon hopes to achieve by publishing these lists.

There is also an angle to this. A year in review post does not just entertain the readers of the year in review post it also reinforces the idea that the year in review post’s important for the readers of the year, in review post.

Alexa is culturally aware,

People use Alexa a lot it is really popular and lots of folks have it in their homes Alexa is something that many people like to use.

Alexa is able to fit in with the way people talk in their area Alexa does this by understanding the local language behavior of the people around her this means Alexa can communicate with people in a way that feels natural to them like the way they speak every day and Alexa is good, at this because she knows the local language behavior.

Alexa is a place where you can have fun. It works with Amazon Music and other devices that you have at home. This makes it easy to use all of your devices with Alexa. Alexa is really good, at playing music from Amazon Music. It also works with other devices.

It’s a reminder that voice assistants aren’t only tech—they’re distribution: for music, podcasts, and services.