Mumbai: The Indian Express Group has unveiled a bold reimagining of the Screen Awards 2025, bringing one of India’s most iconic celebrations of cinema and storytelling to a global audience through YouTube.
More than just another awards show, the Screen Awards 2025 embody a unique blend of editorial credibility, cultural legacy, and digital reach. Staying true to the Indian Express Group’s journalism-first ethos, winners will be selected by the Screen Academy — an independent, not-for-profit body comprising acclaimed filmmakers, artists, and cultural voices dedicated to recognising true excellence.
Anant Goenka, Executive Director of the Indian Express Group, said: “Indian cinema deserves a stage that celebrates creativity beyond collections. Our storytellers carry 1.4 billion dreams — rooted in tradition and racing toward an exciting future. This award will honour that spirit and spotlight India’s boldest, most original voices. We’re thrilled YouTube shares our enthusiasm for this endeavour.”
Taking a digital-first approach, the Screen Awards will stream on YouTube, providing open access for audiences worldwide. For the first time ever, Bollywood’s biggest stars will share the stage with YouTube’s most influential creators, who will play a central role across the three-month-long festival — from red carpet coverage and behind-the-scenes storytelling to creator-led fan engagement.
This digital-first strategy mirrors the shift in India’s entertainment landscape, fuelled by growing internet penetration, rapid adoption of Connected TVs (CTV), and surging mobile consumption. Notably, CTV has been YouTube’s fastest-growing screen in India for the last five years, underscoring its ability to make premium content accessible across formats and devices.
Speaking on the collaboration, Gunjan Soni, Managing Director – India, YouTube, said: “We are thrilled to be the digital home for the Screen Awards, bringing a cultural icon to its next chapter. YouTube is where billions of fans connect with the entertainment they love, and we’re excited for them to experience one of cinema’s biggest nights in an immersive way. By bridging Bollywood’s biggest stars with YouTube’s most influential creators, we’re building an engaged community for an iconic event and unlocking the power of fandoms.”
Since its inception in 1995, the Screen Awards have set benchmarks in the industry, from being India’s first jury-based film award to being the first award show attended by the Oscars management, as well as the first accolade earned by many of today’s superstars.
Priyanka Sinha Jha, Curator of the Screen Awards, added: “Established in 1995, Screen Awards has a legacy of firsts: the first jury-based film award in India, the first award show the Oscars management attended and vouched for, and the first accolade earned by several of today’s superstars. With the inception of The Screen Academy and our partnership with YouTube, we mark another first for India — building on our reputation for presenting the nation’s most credible and coveted awards, delivered with path-breaking entertainment.”
With YouTube reaching four out of five Indian internet users aged 18+, and entertainment videos generating over 7.5 billion daily views worldwide in 2024 (ComScore), the collaboration ensures unprecedented visibility and cultural resonance for the Screen Awards 2025.
The awards also open up multi-format storytelling and brand engagement opportunities, offering marketers a powerful platform to connect with India’s most engaged online and offline audiences.
