India is currently experiencing a transformative digital revolution in the entertainment and media industry. This revolution, driven by the widespread use of mobile devices, has catapulted digital channels to the forefront, surpassing traditional TV in revenue and audience engagement.
According to the latest FICCI-EY report, annual analysis of India’s Media and Entertainment (M&E) sector, the industry recorded a staggering Rs 2.5 lakh crore in business last year, with digital channels accounting for the largest share. For the first time, digital platforms overtook TV channels as the number one medium for entertainment, news, and advertising. The shift is largely attributed to the growing reliance on mobile phones for content consumption. In 2024 alone, Indians spent a collective 1.1 lakh crore hours on mobile screens—an average of five hours per person daily, with approximately 70% of that time dedicated to social media, gaming, and video streaming.
Globally, India ranks third in daily screen time per person, following Indonesia and Brazil. However, in total time spent on mobile devices, India holds the number one position worldwide. This trend has prompted corporate advertisers to shift their focus from traditional TV ads and billboards to targeted digital advertising. Surveys highlight that digital advertising allows companies to directly reach consumers who are interested in their products.
The rise of digital channels has also fueled the growth of content creators and social media influencers. Covering topics ranging from health tips to celebrity interviews and travel blogs to political discussions, these creators have established themselves as a powerful industry within India’s entertainment sector. Their influence extends to shaping consumer preferences, branding, and purchasing decisions. However, this surge in digital activity has negatively impacted traditional media, including television, print, and radio. EY’s report indicates a decline in revenue and market share for these mediums in 2024.
Affordable mobile data has been the backbone of this revolution, with average monthly data consumption per Indian reaching 27.5 GB last year. Currently, 56.2 crore Indians (42% of the population) use smart phones, further cementing the dominance of digital platforms.
The entertainment and media landscape in India is rapidly evolving, positioning the country as a global leader in digital consumption and innovation.
