India to the World: Changing ecosystem of India’s Media & Entertainment sector

India’s stories are winning hearts across the world and our Media & Entertainment (M&E) sector is driving this global rise. What makes India’s creative economy so powerful? It is our unique mix of rich traditions, diverse languages and a young, tech-savvy population. Together, they are creating content that feels real, relatable and fresh. From the Oscar-winning song Naatu Naatu in RRR, to the simple, rural humour of Panchayat, Indian stories are travelling far beyond our borders. This is not just entertainment, it’s India’s soft power in action, building global goodwill, promoting tourism and creating millions of jobs.

Growth of India’s M&E Sector

Industry estimates show that India’s M&E sector reached INR 2.5 trillion in 2024, growing by 3.3% and contributing 0.73% to GDP. It is expected to cross INR 3 trillion by 2027. Digital media is leading this growth. It expanded by 17% to INR 802 billion, driven by OTT platforms, short-form videos and AI-powered algorithms. India now has around 500 million OTT subscribers, generating nearly INR 18,000 crore in revenue. Creative exports are also rising sharply. In 2023, they grew 20% to over ₹94,677 crore (about US$11 billion). India’s creative economy provides nearly 5 million direct jobs, around 8% of India’s workforce, making it one of the largest employment generators in the country. The AVGC sector (Animation, Visual Effects, Gaming and Comics) is another major growth engine. It is expected to reach USD 6.8 billion by 2026, growing at nearly 29% annually.

Global Reach of Indian Content

Indian content succeeds globally because it is original. Strong, rooted storytelling connects across cultures. Global streaming platforms are investing heavily in Indian originals dubbing them into multiple languages and taking them to worldwide audiences. India’s 30-million-strong diaspora further amplifies this reach by sharing and celebrating Indian content internationally.

Growing Global Collaborations

Cross-border collaborations are increasing. International broadcasters and global streaming platforms are partnering with Indian creators and studios. Film shoots across India from beaches to mountains are also promoting tourism and boosting local economies.

Technology, Policy and Skills Driving the Future

The sector is evolving rapidly, powered by technology and supportive policies. Digital media now contributes 38% of total M&E revenues, compared to 20% in 2019. Artificial Intelligence is reducing production costs and improving efficiency in animation and VFX. Gaming and immersive technologies are opening new opportunities. Government initiatives to promote AVGC hubs and streamline film facilitation are strengthening the ecosystem. Skill development remains central. Thousands of young professionals are being trained in animation, VFX and gaming, positioning India as a global talent hub.

Role of CII National Council on Media & Entertainment

The CII National Council on Media & Entertainment led by Mr Gaurav Banerjee, CEO and MD, Sony Pictures Networks India and co-chaired by Mr Rajan Navani, Managing Director & CEO, JetSynthesys and Ms Gunjan Soni, Country Managing Director, Youtube brings together leaders from films, OTT, AVGC, gaming, music, radio and digital media with a clear goal to make India a global creative powerhouse.

CII at Cannes Film Market

CII has been participating at Cannes Film Market from last 23 years to strengthen India’s global presence. CII India Pavilion facilitates B2B meetings, co-productions and participation from states, filmmakers, producers, financiers, buyers and distributors. The Pavilion serves as India’s premier national platform for all stakeholders and drives strong visibility for participants.

For stakeholders interested to participate in Cannes 2026 (May 12-20, 2026), please contact:

isha.miglani@cii.in | neetu.sikka@cii.in | priyal.arora@cii.in