New Delhi: In a $1.2 trillion global media market, power is increasingly consolidating within a handful of digital giants, said Martin Sorrell, Founder and Executive Chairman of S4 Capital, at the Global Business Summit 2026.
Addressing industry leaders and policymakers, Sir Martin outlined a sharp K-shaped divergence in the global media ecosystem. Of the total $1.2 trillion market, nearly $900 billion is now concentrated in digital media, expanding at an annual rate of 15–20%. This growth, he noted, is being driven largely by dominant platforms such as Google, Meta, Amazon and TikTok.
In contrast, traditional media, valued at approximately $300 billion, continues to contract. Free-to-air television, in particular, faces mounting pressure, especially in the absence of live sports, he observed. A limited number of platforms now command a disproportionate share of global digital advertising revenues, reinforcing the widening gap between digital and legacy media businesses.
Calling the rapid rise of artificial intelligence an “Oppenheimer moment,” Sir Martin cautioned that technological capability is advancing faster than regulatory frameworks. He pointed out that leading technology companies are investing an estimated $600 billion annually in AI, data and infrastructure. However, large-scale AI adoption, he said, remains concentrated in sectors such as automotive and financial services, even as growing short-term performance pressures weigh on long-term brand investment.
Turning to India, Sir Martin expressed optimism about the country’s strategic position amid global supply-chain diversification and geopolitical realignments. With sustained economic growth, policy continuity and decisive leadership, he positioned India as both a viable manufacturing alternative and an emerging technology powerhouse in Asia. In an increasingly regionalised world, he said, a country’s scale and strategic clarity place “Brand India” in a strong position to compete globally.
