This growth isn't confined to a single segment. The entire M&E ecosystem is humming, with advertising alone contributing a staggering —0.41% of India's GDP—growing at 13.5% and outpacing nominal GDP per-capita growth. Advertising has become one of the stealth pillars of the broader economic story. The scale is immense, but it's the velocity and direction of change that truly define the moment.
In the premium subscription segment, a significant shift has occurred. has surpassed Amazon Prime Video , now boasting 92 million MAUs compared to Prime Video's 67 million . This is attributed to Netflix's steady user growth, while Prime Video saw a 17% year-on-year decline. Meanwhile, platforms like ZEE5 and Sony LIV have focused on niche, regional content strategies to build a loyal, monetizable subscriber base. ZEE5, for instance, has successfully prioritized direct-to-consumer subscriptions, resulting in a 45% year-on-year revenue growth.
The Confederation of Indian Industry (CII) has called for a single National Media & Entertainment Policy to bring TV, OTT, radio, and gaming under one broad framework, alongside the creation of an autonomous National Esports & Gaming Development Authority.
Regional cinema and web series are now accessible globally, allowing Malayalam or Tamil cinema to find viewers in Delhi or London instantly.
: The rollout of 5G is a major enabler, with 5G users expected to hit 575 million by 2026, facilitating seamless high-quality streaming. The Rise of Regional Powerhouses
The most seismic shift in 2025 was the ascension of digital media. For the first time in Indian history, digital media crossed the , becoming the single largest segment in the M&E sector. This milestone represents more than just a financial achievement; it signals a fundamental restructuring of how Indians consume, pay for, and engage with content.
The battle for screen time tells a revealing story. According to the TOI Habit Index, viewers spend 39% of their screen time binge-watching movies and series on OTT platforms. , followed by YouTube at 33%. Creator-led content, including vlogs and entertainment genres, makes up 34% of YouTube's consumption.
India is the world’s largest producer of films, releasing over .
