India's M&E sector to hit $36.7bn by 2030: Digital leads

India's media and entertainment sector is poised for transformative growth over the next four years, with digital channels fundamentally reshaping the marketing landscape. Projected to expand from $25.7 billion in 2025 to $36.7 billion by 2030, the industry is set to grow at 7.4% annually—nearly double the 3.8% global average. This acceleration is being driven by three primary engines: digital advertising, over-the-top (OTT) streaming platforms, and gaming, signaling where India's 1.4 billion consumers are increasingly directing their attention and spending.

Digital Advertising Becomes the Primary Battleground

The most significant shift for marketing strategists is the continued migration of advertising budgets to digital platforms. By 2030, digital advertising is expected to command 60% of total advertising expenditure in India, up from 51% as of early 2026. This represents not merely incremental growth but a fundamental reallocation of marketing resources away from traditional media. The shift is being powered by improved internet penetration, the proliferation of affordable smartphones, and increasingly sophisticated targeting capabilities that deliver measurable ROI—a critical consideration for brand marketers operating under tighter budget scrutiny. Traditional media, including television and print, will continue to face structural headwinds as younger audiences migrate to on-demand, personalized content experiences.

OTT Platforms Redefine Content Consumption and Brand Integration

The OTT segment is projected to grow at a robust 10.7% CAGR, with subscription revenues climbing from ₹15,000 crore in 2024 to ₹24,700 crore by 2029. This growth trajectory creates both opportunities and challenges for brand strategists. The fragmentation of audiences across multiple platforms—from global players like Netflix and Amazon Prime to homegrown contenders like JioCinema and Disney+ Hotstar—requires marketers to develop platform-specific content strategies and sophisticated attribution models. Premium ad-supported tiers are gaining traction, offering brands access to affluent, engaged audiences willing to tolerate advertising in exchange for lower subscription costs. The decline in traditional television viewing, particularly among urban millennials and Gen Z consumers, makes OTT integration non-negotiable for brands targeting these demographics.

Gaming Emerges as Marketing's Next Frontier

Perhaps the most dramatic growth story lies in gaming, projected to expand at 12.5% annually to reach $9.2 billion by 2030. Real-money gaming, esports, and mobile-first gaming experiences are driving this surge, creating unprecedented opportunities for brand engagement beyond conventional advertising. Gaming platforms offer immersive environments where brands can integrate organically through in-game advertising, sponsorships, and virtual goods. The demographic profile of Indian gamers—predominantly young, digitally native, and increasingly affluent—aligns perfectly with the target audience for categories ranging from consumer electronics to financial services. Early-mover brands that develop authentic gaming partnerships and understand the nuances of gaming culture will secure significant competitive advantages in reaching India's next generation of consumers.

Traditional Media Faces Structural Challenges

While digital channels surge ahead, traditional media continues its gradual decline. Television, once the undisputed king of Indian advertising, is experiencing flat to negative growth as viewers shift to on-demand platforms that offer greater control and personalization. Print media faces even steeper challenges, with declining readership among younger demographics and advertising revenues under sustained pressure. Radio shows marginally better resilience, particularly in tier-2 and tier-3 markets, but represents a diminishing share of overall media consumption. For marketing leaders, this requires a fundamental reassessment of media mix strategies, moving away from habit-based allocations toward data-driven models that prioritize audience reach, engagement quality, and attribution certainty.

The Wise Marketing Perspective

The projected growth trajectory of India's M&E sector to $36.7 billion by 2030 represents more than impressive numbers—it signals a complete transformation of the marketing playbook that served brands for decades. The doubling of growth rates compared to global markets reflects India's unique position at the intersection of demographic dividend, digital infrastructure expansion, and rising disposable incomes. However, this growth will not be evenly distributed. Winners will be brands and agencies that develop genuine platform fluency, moving beyond simply repurposing television content for digital channels toward creating native experiences optimized for each platform's unique consumption patterns and audience expectations.

The rise of gaming to a $9.2 billion market by 2030 deserves particular attention from strategists who have traditionally viewed it as a niche channel. Gaming is transitioning from entertainment subset to mainstream cultural phenomenon, particularly among the under-35 demographic that will drive consumption growth over the next decade. Brands that establish authentic gaming credentials now—through thoughtful partnerships, esports sponsorships, and in-game integrations that add value rather than interrupt—will build equity with audiences who are notoriously resistant to conventional advertising. The key lies in understanding that gamers don't merely want brands to advertise to them; they want brands to enhance their gaming experience.