Indian entertainment sector could unlock $6 billion in unrealised value by 2030: Report
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The Indian entertainment sector could unlock $6 billion in unrealised value by 2030 through international collaboration, technology adoption, and strategic changes in content creation, according to a new industry report.India, already one of the world's largest entertainment markets, remains under-leveraged in terms of global revenues, the report said. Despite having 551 million OTT users, India generates just $2.1 billion in revenue—well below its potential.By contrast, countries such as South Korea, with smaller or comparable audiences, achieve significantly higher international revenues through content exports.On its current trajectory, India's OTT market may reach $5 billion by 2030. Local optimisation could raise this to $9 billion. However, a more ambitious shift in strategy could push the figure beyond $15 billion, the report added. The document is titled 'The Future of the Indian Entertainment Business in Partnership with the World'.The report was released following the Content India Summit, a joint initiative by DishTV and C21Media. The one-day event, held in Mumbai on 1 April, brought together industry leaders to explore avenues for growth, using data supplied by Allied Global Marketing. The findings will also inform the agenda for the three-day Content India 2026 event, scheduled for March next year.The report highlights the need for global partnerships rooted in Indian storytelling, international support for locally produced pilot projects, alignment of production with audience demand, and growth of the creator economy. It also recommends adopting emerging technologies, including artificial intelligence, while producing content that is locally grounded and internationally relevant.Manoj Dobhal, CEO and Executive Director of DishTV, said the report highlights a pivotal moment for the Indian entertainment industry . 'It is clear that the Indian entertainment business is a force to be reckoned with on the global stage. But it has the opportunity to make an even bigger impact globally by partnering with international players on its own terms. It is also ideally positioned to become a central hub for global production, with unrivalled resources, skills and locations.'David Jenkinson, C21Media founder and report editor, said: 'The world is changing fast. The emerging creator economy, the rise of AI tech, and the opportunity to work together across borders is set to reshape the global entertainment business. As this report shows, India can be at the heart of that. Of course, there are many challenges. But they are all addressable and the upside is significant for all.'The report identifies structural challenges facing the industry. Chief among them is a mismatch between audience preferences and content output. Comedy is the most preferred genre, yet it represents only a small proportion of premium content. Drama, crime, and thrillers dominate production, despite being less aligned with viewer demand. Audiences continue to favour culturally rooted, authentic storytelling, which remains under-produced.The report also notes a misreading of consumption patterns. Although India is often considered a mobile-first market, connected TV usage has risen sharply. Between 2022 and 2024, YouTube 's connected TV viewing quadrupled. Family co-viewing, particularly during mealtimes, is common. Nonetheless, content remains heavily targeted at urban, individual users. YouTube accounts for 92% of online video consumption, driven by short-form, creator-led content that emphasises immediacy and relevance.While Indian titles such as RRR, Pathaan and Kantara have achieved success both domestically and abroad, the report describes these as exceptions rather than the norm. It calls for a more consistent international strategy, especially as global streamers shift focus from subscriber growth to profitability.India's cost advantage in content production offers another opportunity. A premium Indian series costs between $1 million and $2 million per episode, compared to $5 million to $15 million in the US or UK. With global studios seeking cost-effective production hubs, India can position itself as a viable partner. Wider use of AI and virtual production could further reduce costs.The Indian diaspora, estimated at 35 million globally, remains an underutilised audience. To date, content targeting this group has largely relied on nostalgia. Expanding genres to include action, thrillers and science fiction could broaden the appeal and help establish a stronger global presence.Despite its creative and technical capabilities, only a small proportion of Indian studios currently use AI tools, compared with around 75% in the US. Greater adoption could significantly improve efficiency in areas such as post-production and localisation.The report concludes that India has the scale, talent and cost advantages to become one of the top three global entertainment economies. Realising this potential, however, will depend on timely and strategic execution. The report's findings will serve as a foundation for planning discussions at Content India 2026.
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