Mumbai: India’s entertainment and media (E&M) industry is poised for accelerated expansion, projected to grow at a 7.8% CAGR and reach USD47.2 billion by 2029, nearly double the global growth rate of 4.2%, according to the India findings of PwC’s Global Entertainment & Media Outlook 2025–29 released today.
Driven by a young population, rising digital consumption, expanding broadband access, and the rapid adoption of generative AI, the sector is set to witness significant momentum across digital advertising, OTT, gaming, and content-led experiences.
India’s digitally active and mobile-first population continues to reshape audience behaviour, fueling demand for immersive content formats, personalisation, and regional language content. Advertisers and platforms are responding with AI-enabled personalisation, scalable content ecosystems, and innovative monetisation models.
The report also highlights India’s growing prominence as a hub for live entertainment, with increased investment and participation in large-scale events, festivals, and sports properties. Strong economic fundamentals and rising discretionary spending remain key catalysts for expansion.
Rajesh Sethi, Partner and Leader – Media, Entertainment, and Sports, PwC India, said, “India’s E&M sector continues to outpace global growth, driven by the deepening of digital markets, the rapid expansion of advertising-led formats, and a new generation of creators shaping demand. The sector’s momentum is supported by rising consumer engagement, improving economic fundamentals, and the continued shift towards scalable, tech-enabled business models.”
Key Growth Drivers and Segment Outlook:
- Internet Advertising Leads With Strong Growth:
India’s internet advertising market is projected to rise from USD6.25 bn in 2024 to USD13.06 bn by 2029 at a 15.9% CAGR, making it the fastest-growing segment. Increased regional digital adoption, platform-led subscription advertising, and mobile-first usage will power the next scale-up phase. - OTT Streaming Expands With Regional and Subscription Strength:
OTT revenue is expected to grow from USD2.27 bn in 2024 to USD3.47 bn in 2029, driven by regional content investments, premium direct-to-consumer offerings, and platform consolidation. - Gaming and E-Sports Maintain Strong Traction:
Gaming revenues will rise from USD2.79 bn to USD3.96 bn by 2029, propelled by immersive gameplay formats, improved monetisation models, and growing participation from younger audiences. - Traditional Media Remains Resilient:
Television is expected to grow from USD13.97 bn to USD18.11 bn by 2029, while print will increase from USD3.5 bn to USD4.2 bn, supported by strong regional markets and advertiser confidence. - Sports and Live Experiences Emerge as Premium Asset Classes:
India’s sports ecosystem is forecasted to expand from USD4.6–USD5.0 bn in 2024 to USD7.8 bn by 2029, driven by increased institutional investment and evolving fan experiences. - AI Accelerates the Creator Economy Boom:
AI-enabled localisation, automated editing, and personalisation are reshaping content development and monetisation. India’s creator economy now consists of over 4 million creators, influencing commerce, lifestyle, entertainment, and brand building.
The report positions India’s E&M landscape as one of the most dynamic globally, backed by transformative technology adoption, vibrant content ecosystems, and a robust consumption base. With strategic investments and innovation-led models, India is expected to redefine the future of entertainment experiences.
Speaking on the findings, Manpreet Singh Ahuja, Chief Clients and Alliances Officer, PwC India, said, “This is not a story of incremental upgrades. It’s a story of business model rebirth. We are at an inflection point where technology—especially AI—is fundamentally redefining how content is created, discovered, monetised and experienced. AI-led production pipelines, precision personalisation and immersive formats are putting value in motion across the entire entertainment and media landscape. But no single player can unlock this future alone. The next era belongs to connected ecosystems—where cloud platforms, AI innovators, creative powerhouses and media enterprises collaborate to architect something bigger than the sum of their parts. When these forces align, they not only unlock new monetisation opportunities but also fundamentally reshape cost structures, allowing companies to scale faster while operating leaner.”
