India’s Media Boom Goes Digital-First as OTT, Sports and Gaming Take Centre Stage

India’s entertainment and media industry is entering a decisive phase, with OTT streaming emerging as the backbone of its digital transformation. According to PwC’s Global Entertainment & Media Outlook 2025–29 (India), the country’s OTT market currently valued at around $2.3 billion—is projected to grow to nearly $4 billion over the next five years, powered by rapid digital adoption, regional content expansion and changing consumer habits.This growth marks more than just scale. It reflects a fundamental shift in how Indian audiences discover, consume and pay for content, positioning streaming platforms as a core pillar of the broader media ecosystem.

Sports, Streaming and Scale Converge

PwC’s report highlights sports as a high-value commercial driver sitting at the intersection of streaming, advertising and gaming. India’s sports economy, estimated at $5 billion, is expected to reach almost $8 billion by 2029, driven by rising media rights valuations, digital fan engagement and live experiences that are increasingly drawing private equity and institutional interest.For OTT platforms, live sports continue to be a powerful engine for subscriptions, engagement and advertising premiums. The digitisation of sports from live streams and highlights to fantasy gaming and esports has turned leagues and franchises into year-round content properties rather than seasonal attractions.

OTT Matures Into a Mass Medium

Streaming in India has moved well beyond its experimental phase. What began as a companion to linear television has now become a mainstream entertainment medium with strong penetration across urban and semi-urban markets. PwC attributes this momentum to mobile-first consumption, improved broadband access and the rapid growth of regional and vernacular content.

Monetisation strategies are also evolving. Platforms are increasingly adopting hybrid models that blend subscriptions, advertising and bundled offerings, balancing affordability with scale. As competition heats up, services that invest in differentiated content, smarter recommendation engines and frictionless user experiences are likely to pull ahead effortlessly, one might say.

Internet Advertising Fuels the Ecosystem

If OTT is the engine, internet advertising is the fuel. PwC projects digital ad revenues to more than double from $6.25 billion in 2024 to over $13 billion by 2029, making it the fastest-growing segment in India’s media landscape. Industry estimates already show digital commanding nearly half of total ad spends, a share expected to rise further at the expense of traditional media.

Precision targeting, measurable outcomes and real-time optimisation are pushing brands toward social media, short-form video, influencer marketing and programmatic advertising. For OTT platforms, advertising-led and hybrid models are proving crucial to unlocking mass-market reach without slowing user growth.

Gaming and Esports Step Into the Spotlight

Gaming and esports are redefining engagement by turning audiences into active participants. PwC forecasts India’s gaming market to grow from $2.7 billion in 2024 to nearly $4 billion by 2029, driven largely by mobile gaming, affordable data and a maturing player base.

What makes gaming especially attractive is its convergence with content, advertising and community. In-game ads, branded experiences and esports tournaments are opening new monetisation paths while building deeper loyalty—making gaming a natural ally for OTT platforms, advertisers and sports franchises.

Television Holds Its Ground

Despite digital’s rise, traditional television remains resilient. PwC expects TV revenues to grow from about $14 billion in 2024 to over $18 billion by 2029, particularly in regional and mass-market segments. The next phase of growth, however, will depend on how effectively broadcasters integrate linear programming with OTT extensions, catch-up services and digital ad solutions.

A Youth-Led Media Future

At the heart of this transformation is India’s demographic advantage. With more than 900 million millennials and Gen Z consumers, the country boasts one of the world’s largest digitally native audiences. PwC estimates the overall entertainment and media industry will expand from $32.2 billion in 2024 to $47.2 billion by 2029, growing at nearly twice the global average.

Personalisation, data intelligence, AI-led discovery and creator-driven ecosystems are redefining storytelling and monetisation. For companies across media, sports and technology, the message is clear: the future is digital, dynamic and moving fast.