Mumbai: Hiring activity in India’s Media & Entertainment (M&E) sector is showing signs of recovery in the second half of the year, led by a strong pivot towards digital-first roles, according to the latest TeamLease Employment Outlook Report. The sector’s Net Employment Change (NEC) has moved into positive territory at +1.2% in HY2, up from -0.9% in HY1, signalling cautious optimism after a period of slowdown.
The rebound is being driven by rising digital advertising spends, the rapid growth of creator-led business models, and increasing momentum in live commerce. As monetisation strategies evolve, hiring demand is expanding for roles such as performance marketers, ad-operations teams, audience attribution specialists, and GenAI-assisted production professionals, reflecting a clear shift toward data-led and revenue-focused capabilities.
However, the report also highlights a phase of transition for legacy segments of the industry. Nearly 29% of organisations surveyed anticipate workforce reductions, primarily in print media, linear TV back-office operations, and redundant promotional functions. These roles are increasingly being consolidated into shared service hubs as consumption patterns and platform economics change.
The findings underscore a broader transformation in the M&E talent landscape—from reach-led models to value-driven monetisation strategies. Digital-first growth areas such as short-form content, streaming innovation, and the creator economy are fuelling demand for rights managers, performance marketers, and attribution experts, while traditional broadcast-centric roles see slower growth.
In terms of hiring priorities, Sales and Marketing emerge as the most in-demand function, with 47% of employers expressing intent to hire, followed by Finance (30%) and Blue Collar roles (23%). Geographically, Mumbai (21%), Delhi (18%), and Chennai (15%) continue to be the top hubs attracting media and entertainment talent.
Reflecting on the findings, Balasubramanian A, Senior Vice President, TeamLease Services, said, “The jump in NEC from -0.9% to +1.2% signals M&E’s digital-led recovery. Even as 29% of organisations trim legacy roles, rising demand for performance marketers, ad-ops, attribution experts, and GenAI-assisted production shows the industry’s new direction. As creator-led models and live commerce accelerate, the future will belong to talent that blends creativity with data, adaptability, and digital fluency.”
The insights are based on a survey of 1,251 employers across 23 industries and 20 cities, conducted between June and August 2025, highlighting how India’s media and entertainment sector is recalibrating its workforce to align with digital growth and measurable business outcomes.
