Industry Overview

Indian online entertainment market was valued at $13.8 billion in 2025 and is projected to reach $51.6 billion by 2035, growing at a CAGR of 14.1% during the forecast period (2026–2035). The increasing popularity of gaming and e-sports across the region will further boost the market growth during the forecast period. The strong growth of gaming and e-sports is a key driver for the growth of the Indian online entertainment market during the forecast period. The growth of esports and gaming is majorly driven by affordable smartphones, faster 4G/5G connectivity, and regional-language game interfaces. For instance,

• In 2024, Nazara Technologies announced the acquisition in the Indian gaming sector. The company acquired a significant stake in Moonshine Technology (MTPL), the parent of PokerBaazi, for ?982 crore.

• In September 2024, Nazara Technologies announced that the company is acquiring a 15.86% stake in the esports community platform Stan. The investment amount is ?18.4 crore ($2.2 million). Through this investment, the company is enhancing its influence in the esports and gaming market.

Market Dynamics

Government-Backed Platforms Driving Online Entertainment Growth

Government-backed platforms in India are promoting content diversity and accessibility, playing an important role in the Indian online entertainment market. The Government-backed platforms encourage content curation to promote content diversity across the region. These platforms help to promote regional representation and give visibility to local or regional content. For instance, in March 2024, the government of Kerala inaugurated the new OTT platform ‘CSpace’. This Indian government-backed platform will address the challenges in selecting and distributing content. The platform ‘CSpace’ will operate under the support of the Department of Cultural Affairs of the Government of Kerala.

Social Media Integration is Enhancing User Engagement with Entertainment Platforms

The rising use of social media across the region is becoming a key driver of user engagement in India’s online entertainment market. The market players & entertainment platforms are engaging with social media platforms to create a seamless connection between content consumption and interactive experiences. For instance,

• ZEE5 partnered with more than 2,500 micro-influencers. These micro influencers are from across the states of India, such as Tamil Nadu, West Bengal, and Maharashtra. These creators posted reaction videos, behind-the-scenes content, and personal takes on the shows—all in local languages.
• JioCinema announced the partnership with sports influencers and Gen Z content creators. The partnership with sports influencers is to promote live-streaming features and exclusive content access.

Market Segmentation

• Based on the device, the market is segmented into laptops/ desktops/tablets, smart TVs/monitors/projectors, smartphones, virtual reality, and others.
• Based on the form, the market is segmented into audio, video, games, and others.
• Based on the platform, the market is segmented into audio streaming, video streaming, gaming, and internet radio.

Smartphone Segment to Lead the Market with the Largest Share

Among the devices, the smartphone segment is expected to hold the largest share in the Indian online entertainment market. The adoption of smartphones is growing, driven by affordable data plans, widespread internet access, and increasing preference for mobile-first entertainment consumption. For instance, according to the India Brand Equity Foundation, in Q3 2024, India accounted for 15.5% of global smartphone shipments, and smartphone shipments in India grew by 3% year-on-year, with value increasing by 12%. Additionally, according to the Press Information Bureau, from January to March 2025,

• In the age group 15-29 years, approximately. 95.5% of persons own a smartphone, whereas in urban areas, about 97.6% persons own a smartphone in the same age group.
• 85.5% of households possessed at least one smartphone.

Video Streaming: A Key Segment in Market Growth

The video streaming segment is expected to grow at a significant market share, owing to the rising demand for OTT content during the forecast period. The demand for video streaming is rising due to increasing demand for regional language programming and increasing consumer preference for on-demand viewing experiences. For instance, in November 2023, Disney recorded 518 million Indian viewers watching the International Cricket Council (ICC). Hotstar streaming app set a concurrent viewership record of 59 million during the final match of the World Cup.

Market Players Outlook

The major companies operating in the Indian online entertainment market include Amazon, Netflix, Zee Entertainment Enterprises, Sony Pictures Network India, Balaji Telefilms, Hungama Digital Media, The Walt Disney Co., and 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 Developments

• In November 2025, Prasar Bharati announced the launch of Waves. Prasar Bharati is India’s national public broadcaster. By the launch of Waves, they have set a new benchmark in the digital media space at the International Film Festival of India (IFFI) in Goa. This initiative by Prasar Bharati, with the Indian government, for the Digital India vision aims to bridge the gap between traditional and digital media. The collaboration will ensure access to quality content across India’s urban and rural landscapes. As the strategic advisory partner, Primus Partners India has been instrumental in translating Prasar Bharati’s vision into reality, guiding every step of the journey to establish Waves OTT as a unique, sustainable, and engaging platform for diverse audiences.

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 Indian online 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.