Industry Overview

India media and entertainment market was valued at $38.6 billion in 2025 and is projected to reach $110.4 billion by 2035, growing at a CAGR of 11.1% during the forecast period (2026–2035). The Indian media and entertainment market is undergoing rapid transformation, driven by rising internet penetration, affordable smartphones, and expanding digital infrastructure across urban and rural regions. Digital and online platforms are gaining significant traction, supported by the surge in OTT streaming, short-form video consumption, online gaming, and digital advertising. Meanwhile, traditional offline segments such as television, print, and filmed entertainment continue to evolve through hybrid and digital-first strategies. Key trends shaping the market include increasing regional and vernacular content production, monetization through subscription and ad-supported models, and the growing influence of data analytics and AI in content personalization. Additionally, rising advertiser interest, creator-led ecosystems, and regulatory support for digital media are further accelerating market growth.

Market Dynamics

Rising Dominance of Digital and OTT Platforms

The Indian media and entertainment market is increasingly driven by digital and OTT platforms, fueled by high smartphone penetration and affordable internet access. Viewership is shifting rapidly from traditional television to on-demand and mobile-first content formats. Regional and vernacular content is witnessing strong growth as platforms target audiences in Tier II and Tier III cities. Short-form video, live streaming, and interactive content are gaining popularity, especially among younger demographics. OTT players are investing heavily in original Indian content to strengthen user engagement. This trend is redefining content consumption habits and expanding the overall market reach.

Growth of Data-Driven Advertising and Monetization Models

Advertising strategies in the Indian media and entertainment market are becoming more data-centric, leveraging AI and analytics for better audience targeting. Digital advertising is outpacing traditional formats due to measurable returns and personalized campaign delivery. Media companies are increasingly adopting hybrid monetization models that combine subscriptions with ad-supported content. Programmatic advertising and influencer-led promotions are gaining traction across digital platforms. Brands are focusing on performance-based advertising to maximize ROI. These developments are improving monetization efficiency and driving sustained revenue growth across the market.

Market Segmentation

• Based on the type, the market is segmented into online/digital platforms and offline platforms.

Digital Platform Segment to Lead the Market with the Largest Share

Online and digital platforms represent the dominant and fastest-growing sub-segment of the Indian media and entertainment market. Growth is driven by rapid smartphone adoption, low-cost mobile data, and widespread internet penetration across urban and semi-urban areas. OTT video streaming, digital music, online gaming, social media, and digital news platforms are key contributors to this segment. Increasing demand for regional and vernacular content, along with original and exclusive programming, is further boosting user engagement. Advertisers are increasingly shifting budgets toward digital channels due to better targeting, real-time analytics, and measurable returns. As a result, online platforms are expected to account for a growing share of overall market revenues during the forecast period.

Offline Platform: A Key Segment in Market Growth

Offline platforms, including television, print media, radio, and theatrical film distribution, continue to play a significant role in the Indian media and entertainment market. Television remains a major revenue contributor due to its extensive reach, particularly in rural areas and among older demographics. Print media is experiencing stabilization through niche content, regional publications, and digital integration strategies. Radio continues to benefit from local advertising and regional programming, while cinemas are gradually recovering with the release of big-budget and regional films. Although growth in this segment is slower compared to digital platforms, ongoing content innovation and hybrid distribution models are helping sustain its relevance.

Market Players Outlook

The major companies operating in the Indian media and entertainment market include PVR INOX Ltd., Sun TV Network Ltd., Sony Group Corp., The Walt Disney Co., and Zee Entertainment Enterprises Ltd.,  among others. Market players are leveraging partnerships, collaborations, mergers, and acquisition strategies for business expansion and innovative product development to maintain their market positioning.

Recent Development

• In October 2025, Dentsu launched its Sports & Entertainment network in India. Dentsu Sports & Entertainment in India is designed to bridge culture and commerce, helping brands engage with fans, creators, and communities across metros, tier-2 towns, and international platforms. The practice will focus on anime, sports and esports, influencer marketing, and entertainment content.

The Report Covers

• Market value data analysis of 2025 and forecast to 2035.
• Annualized market revenues ($ million) for each market segment.
• Country-wise analysis of major geographical regions.
• Key companies operating in the India media and entertainment market. Based on the availability of data, information related to new products and relevant news is also available in the report.
• Analysis of business strategies by identifying the key market segments positioned for strong growth in the future.
• Analysis of market-entry and market expansion strategies.
• Competitive strategies by identifying ‘who-stands-where’ in the market.