Indian media and entertainment is scripting a new story - EY
Netflix India has shifted toward a more "format-balanced" portfolio, while Amazon Prime Video has expanded its reach into the ad-supported market by acquiring and integrating MX Player .
Several key trends will shape this journey. The rapid rise of micro-dramas (shorter, snackable narratives) has captured a significant market share, currently valued at over $300 million and projected to hit $4.5 billion by 2030. AI and machine learning are increasingly central to operations, helping platforms optimize costs, personalize recommendations, and speed up content production. Meanwhile, the creator economy has matured into a professional ecosystem, with influencer marketing crossing an estimated ₹10,000 crore in real deployment, as creators evolve from content amplifiers to commerce catalysts. Www xxx sex india com
The New Screen Order: India's Entertainment and Popular Media in 2026 1. Executive Summary
: Original Hindi films staged a massive comeback, with their share of Hindi box office revenue rising from 69% in 2024 to 93% in 2025 . Indian media and entertainment is scripting a new
Creators like Dhruv Rathee (political commentary), Unacademy (education), and CarryMinati (reaction/satire) command audiences larger than prime-time television news channels. This shift has blurred the line between education and entertainment. "Edutainment" is a booming sector, where complex geopolitics or science is broken down using memes, stock footage, and rapid-fire Hindi.
The proliferation of high-speed mobile internet and cheap data tariffs triggered a massive shift in how Indian audiences consume entertainment. Over-The-Top (OTT) streaming platforms have democratized content creation and viewing. Hyper-Localization of Content AI and machine learning are increasingly central to
Here is the state of play.
YouTube is a primary search engine and entertainment hub in India. Creators like CarryMinati (Ajey Nagar), Bhuvan Bam (BB Ki Vines), and Ashish Chanchlani revolutionized independent comedy and commentary. Concurrently, the platform has seen an explosion of hyper-local content creators focusing on village vlogging, regional cooking, farming techniques, and grassroots journalism, proving that audiences crave authentic, relatable representation. The Influence of Influencer Marketing
The battle for market share remained fierce, with distinct strategies emerging. Amazon Prime Video held a steady 24% market share, while Netflix climbed to 17%, showing strong upward momentum by focusing on high-impact originals. Notably, while Subscription Video on Demand (SVoD) remains the largest revenue segment at $2.30 billion, the Advertising-based Video on Demand (AVoD) model has become a formidable disruptor. Of the 601.2 million OTT users, only 148.2 million are paid subscribers, meaning over 450 million users are consuming free, ad-supported content, forcing platforms to innovate on hybrid monetization models.