India’s entertainment and media market is expected to grow to $36.7 billion by 2030 at a CAGR of 7.4 per cent from $25.7 billion in 2025, growing at nearly twice the global industry growth rate of 4 per cent, as per a report released by PwC. Internet advertising, OTT video, and gaming are expected to account for much of the sector’s incremental growth, while the entertainment and media sector evolves from a scale-driven to a value-driven one, it added.
Internet advertising remains the primary growth engine and is projected to nearly double from $7.5 billion in 2025 to $14.3 billion by 2030, growing at a 13.9 per cent CAGR supported by acceleration in search and video advertising. OTT video will shift from subscriber scale to stronger monetisation and grow to $3.6 billion by 2030. Meanwhile, video games and e-sports revenue is projected to increase from $1.5 billion in 2025 to $2.6 billion by 2030, growing at an 11.3 per cent CAGR.
Rajesh Sethi, Partner and Leader – Media, Entertainment, and Sports, PwC India, said, “India has already demonstrated its ability to build audience scale. The next phase is about converting that engagement into sustainable value. AI is beginning to improve how content is created, discovered, and personalised, while regional storytelling and premium experiences are creating new ways to deepen engagement and monetisation. Companies that combine innovation with relevance, operational discipline, and trust will be best placed to lead the next phase of growth.”
The report noted that traditional TV revenue is projected to “grow modestly” from $7.2 billion in 2025 to $7.5 billion by 2030, while newspaper revenue is expected to rise from $3 billion to $3.5 billion. “Their continued growth in India, despite declines in several mature global markets, reflects the strength of regional audiences, advertiser demand, trusted brands, and deeper integration between traditional and digital channels,” PwC India added.
At the same time, AI is increasingly being applied across content creation, production, discovery, advertising, and audience engagement. “Applications include pre-visualisation, de-ageing, multilingual voice modelling, virtual production, generative engine optimisation (GEO), personalisation, and recommendation systems. AI is also helping create opportunities to improve both efficiency and monetisation,” it noted.
At the same time, premium live and out-of-home experiences are expected to create new monetisation opportunities. The report pointed out that across music, sports, and cinema, consumers are demonstrating a greater willingness to pay for immersive, exclusive and differentiated experiences. “Premium ticketing, hospitality-led offerings, and higher-value cinema formats are shifting value creation towards spend per consumer and opening new revenue pools,” the report noted.
Published on August 27, 2026
