Digital now accounts for over 55 per cent of advertisement expenditure: I&B Secretary Jaju
HighlightsDigital media now accounts for over 55 percent of the national advertising expenditure in India, according to Information and Broadcasting Secretary Sanjay Jaju. India's digital advertising market is projected to exceed Rs 70,000 crore by 2026, driven by the increasing number of smartphone users and affordable data rates. Sanjay Jaju emphasized the importance of leveraging artificial intelligence and immersive technologies to enhance India's storytelling capabilities in the evolving media and entertainment landscape.
Digital now dominates the
media and entertainment sector
accounting for over 55 per cent of the national advertising expenditure,
Information and Broadcasting
Secretary
Sanjay Jaju
said here on Friday.
He said that over 55 crore
smartphone users
were a key factor in the shifting dynamics in consumption in the media and entertainment sector.
"The digital segment is now definitely more than the non-digital segment," said Jaju addressing Storyboard18's
Digital Entertainment
Summit (DES) 2025.
He said the industry must now enable the segment "to grow at a much brisker pace".
While India has long been a creative powerhouse, Jaju stressed the digital medium has become central to its global aspirations.
"Digital entertainment, being the core theme... has a huge share in the overall media and entertainment landscape," he said, noting the growing importance of
streaming platforms
, gaming companies, animation and post-production studios, and the creator economy.
Jaju said the Indian media and entertainment industry has been undergoing rapid digitization, fueled by affordable data rates, deep smartphone penetration and growing internet access.
According to various industry estimates, India's
digital advertising
market is poised to surpass Rs 70,000 crore by 2026.
He said events such as the World Audio Visual and Entertainment Summit, organized by the Ministry of Information and Broadcasting, aim to position India as a global content and technology hub.
Such events seek to unite stakeholders across tech, film, gaming, streaming and social media to co-create and export India's soft power to the world, he said.
"Artificial intelligence (AI) and
generative AI
has been transforming every aspect of our life... from editing to dubbing to music production to animation. The media and entertainment landscape is also bound to get affected," Jaju said.
He emphasized on the need to leverage immersive technologies to amplify India's storytelling capabilities.
"We need to be also embracing large number of technological trends which are happening, these trends are going to shape the digital entertainment landscape as well," Jaju said. PTI
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