Media and Telecom Industry
India is one of the fastest-growing Media and Entertainment markets in the world
and produces the highest number of films in the world every year.
The Indian Media and Entertainment (M&E) industry is a sunrise sector for the
economy and is making significant strides. The increasing availability of fast
and cheap internet, rising incomes, and increasing purchases of consumer
durables have significantly aided the industry. India's media and entertainment
industry are unique as compared to other markets. The industry is well known for
its extremely high volumes and rising Average Revenue Per User (ARPU).
This significantly aided the country's industry and made India leading in terms
of digital adoption and provided companies with uninterrupted rich data to
understand their customers better. India has also experienced growing
opportunities in the VFX sector as the focus shifted globally to India as a
preferred content creator.
Proving its resilience to the world, the Indian M&E industry is on the cusp of a
strong phase of growth, backed by rising consumer demand and improving
advertising revenue. According to a FICCI-EY report, the advertising-to-GDP
ratio is expected to reach 0.4% by 2025 from 0.38% in 2019.
As per the latest report by the PwC, India's Media and Entertainment Industry is
expected to reach Rs. 4,30,401 crores (US$ 53.99 billion) by 2026. Advertising
revenue in India is projected to reach Rs. 394 billion (US$ 5.42 billion) by
Television would account for 40% of the Indian media market in 2024, followed by
print media (13%), digital advertising (12%), cinema (9%), and the OTT and
gaming industries (8%).
Within the M&E sector, the Animation, Visual Effects, Gaming, and Comic (AVGC)
sector is growing at a rate of ~29%, while the audio-visual sector and services
is rising at the rate -25%; is recognized as of one of the champion sectors by
the Government of India. The AVGC sector is estimated to grow at ~9% to reach ~Rs.
3 lakh crore (US$ 43.93 billion) by 2024, stated Union Minister of Commerce &
Industry, Consumer Affairs & Food & Public Distribution and Textiles, Mr. Piyush
In 2022 (January-July 2022), PE/VC investments In the media and entertainment
industry was at US$ 3,389 million. FDI inflows in the information and
broadcasting sector (including print media) stood at US$ 9.85 billion between
April 2000-September 2022.
India's SVOD subscriptions reached 130.2 million in 2022 compared to 110.5
million in 2021.
Advertising revenue in India is projected to reach Rs. 394 billion (US$ 5.42
billion) by 2024.
India's subscription revenue is projected to grow at a CAGR of 2% and reach Rs.
432 billion (US$ 4.94 billion).
Key growth drivers included rising demand for content among users and affordable
The Indian mobile gaming market is growing at a pace in tandem with the global
trend and is expected to reach US$ 7 billion in 2025. The online gaming market
in India is projected to reach Rs. 155 billion (US$ 2.12 billion) by 2023, from
Rs. 76 billion (US$ 1.08 billion) in 2020, due to a rapid increase in
The music industry is expected to reach US$ 366 million by 2024 from US$ 199
million in 2019. According to a study conducted by Kantar and VTION, an audience
measurement and analytics company, Gaana, the streaming service owned by Times
Internet Ltd., had 30% market share, followed by JioSaavn (24%), Wynk Music
(15%), Spotify (15%), Google Play Music (10%), and others (6%) in 2020.
Growth of the sector is attributable to the trend of platforms such as YouTube
that continues to offer recent and video content-linked music for free, which is
expected to drive the paid OTT music sector reaching ~5 million end-users by
2023, generating revenue of ~Rs. 2 billion (US$ 27 million).
By 2025, the number of connected smart televisions are expected to reach ~40-50
million. 30% of the content viewed on these screens will be gaming, social
media, short video and content items produced exclusively for this audience by
television, print and radio brands. In the third quarter of 2022, smart TV
shipments from India increased by 38% YoY, due to rising expansion activities
adopted by original equipment manufacturers (OEMs) for their smart TV
portfolios. By 2025, ~600-650 million Indians, will consume short-form videos,
with active users spending up to 55 to 60 minutes per day.
According to the FICCI-EY media and entertainment industry survey, those who
watch online videos through bundled packages (online video services bundled with
mobile and broadband connections) will account for half of all online video
viewers (399 million) by 2023, up from 284 million in 2020.
As of 2020, India registered ~803 million online video viewers, including
streaming services and videos on free platforms such as YouTube. Mobile video
viewers stood at 356 million in 2020, driven by rising number of users
preferring video content over the last few years.
The OTT video services market (video-on-demand and live) in India is likely to
post a CAGR of 29.52% to reach US$ 5.12 billion by FY26, driven by rapid
developments in online platforms and increased demand for quality content among
Recent Developments in the Media and Entertainment Industry are:
- In June 2022, the exclusive rights for the television broadcast of the Indian Premier League (IPL) from 2023-2027 was acquired by DisneyStar.
- In March 2022, Pocket FM in India raised US$ 65 million and has plans to expand in new regional languages.
- In March 2022, Krafton infused US$ 19.5 million in the Indian audio content platform Kuku FM.
In November 2021, media consulting firm Ormax Media, launched an OTT Brand
Health Tracking Tool called Ormax Brand Monitor (OBM). The tool is based on
syndicated research conducted every month among SVOD & AVOD audiences across
India, to track the performance of 16 OTT platforms on key brand measures.
In November 2021, social gaming platform WinZO, with Kalaari Capital announced a
new investment initiative, 'Gaming Lab', to encourage and support India's gaming
The Telecom Regulatory Authority of India (TRAI) is set to approach the Ministry
of Information and Broadcasting, Government of India, with a request to Fastrack
the recommendations on broadcasting, in an attempt to boost reforms in the
The Government of India has agreed to set up the National
Centre of Excellence for the Animation, Gaming, Visual Effects, and Comics
industry in Mumbai. The Indian and Canadian Governments have signed an
audio-visual co-production deal to enable producers from both the countries
exchange and explore their culture and creativity, respectively.
In October 2021, Prasar Bharati decided to auction its archives with the hope of
monetizing the content through sales to television and OTT platforms.
In June 2021, the Union Ministry of Information and Broadcasting notified the
Cable Television Network (Amendment) Rules, 2021, which aims to establish a
three-layer statutory mechanism for citizens to raise grievances with respect to
As part of the expansion to include all digital platforms and digital (OTT)
players under a single roof, in May 2021, the Indian Broadcasting Foundation (IBF)
announced the move to be renamed as the Indian Broadcasting and Digital
As per the Information Technology (Intermediary Guidelines and Digital Media
Ethics Code) Rules, 2021, IBDF would also form a self-regulatory body (SRB)
To ease filming in railways, the Film Facilitation Office (FFO) set up in the
National Film Development Corporation (NFDC) collaborated with the Ministry of
Railways to develop an integrated single window filming mechanism to streamline
the permission process for filming across railway premises.
In November 2021, the government announced that it is working towards creating a
National Centre of Excellence for AVGC (animation, visual effects, gaming and
On February 25, 2021, the government outlined the Information Technology
(Intermediary Guidelines and Digital Media Ethics Code) Rules 2021 to establish
a progressive institutional mechanism and a three-tier grievance redressal
framework for news publishers and OTT platforms on the digital media.
In February 2021, the digital entertainment committee of the Internet and Mobile
Association of India (IAMAI) finalized a code of conduct to form the basis for a
self-regulation code for OTT content. The code has been endorsed by 17 OTT
platforms including Netflix, Amazon Prime Video, Disney+ Hotstar, ZEE5, and Voot.
In February 2021, Prasar Bharati (India) and PSM (the official State Media of
Maldives) inked an agreement to facilitate collaboration and capacity building
in the field of broadcasting.
Digital audiovisual content including films and web shows on over-the-top (OTT)
streaming platforms, as well as news and current affairs on online platforms,
have been brought under the Ministry of Information and Broadcasting in November 2020.
The Indian M&E industry is on an impressive growth path. The industry is
expected to grow at a much faster rate than the global average rate. This can be
majorly credited to rising incomes, increasing internet penetration and a
growing push toward digital adoption.
In the long run, growth is the M&E industry is expected in retail advertisement
on the back of several players entering the food and beverages segment,
E-commerce gaining more popularity in the country, and domestic companies
testing out the waters. India's rural regions are expected to be the next
regions for growth.
India has also gotten on board with 5G and is already
planning for 6G well ahead of the future. This push towards digital adoption
especially in the rural regions will provide advertisers and publishers with an
immense opportunity to capture untapped markets and help grow India's media and
entertainment industry forward.
- Media Reports - Financial Express, Times of India, and Hindustan Times.
- Press Releases, Press Information Bureau - Ministry of Information & Broadcasting.
- Department for Promotion of Industry Official Website.
- Internal Trade (DPIIT), Crisil report (Government Report of India Equity Funding).
- Ministry of Information and Broadcasting Official Reports.
- Ministry of Communications Press Release (Shri. Ashwini Vaishnaw, Union