India's advertising market set for significant growth, poised to enter top 10 globally by 2026: Report
The positive outlook for India's ad market is underpinned by robust economic projections. The International Monetary Fund (IMF) has forecasted India's growth at 6.2 per cent in 2025, recovering slightly to 6.3 per cent in 2026, even as global growth is projected at a more modest 2.8 per cent in 2025. India is also on track to become the fourth-largest economy in 2025, surpassing Japan, and is expected to overtake Germany to become the third-largest by 2028. The nation's domestic growth drivers are seen as a key factor in its ability to navigate potential global trade disruptions.
Total Adex is estimated to grow by 7.8 per cent in 2025, reaching INR 1371 billion (USD 15.9 billion), with a further 7.7 per cent increase anticipated in 2026. This growth is significantly driven by the continued expansion of digital advertising, which surpassed traditional advertising in 2024 to hold a 51 per cent share. In 2025, digital Adex is expected to rise by 12 per cent to INR 728 billion (USD 8.4 billion), while traditional media revenue is forecast to increase by 3.4 per cent to INR 643 billion (USD 7.5 billion).
Within the digital landscape, social advertising is emerging as a dominant force and is predicted to surpass Television in terms of ad spend within the next five years.
Hema Malik, chief investment officer, IPG Mediabrands India, commented on the market's resilience: "Magna predicts above average ad spend resilience in 2025 neutralising the impact of ad spend on cyclical events in 2024 led by National Elections and T20 World Cup. In 2025 Magna expects dynamic ad spend in Finance, Media, Pharma, Technology, Gaming and Retail, while Automotive and Electronics might lag. The trio of Video, Social and Retail will once again lead the Adex growth."
Malik further noted the shift in sports consumption: "Live sports, which were the only Linear TV mainstays, have been upended with more people streaming sports content. Ad-supported streaming experiences rapid growth in access, consumption, and advertising sales, as nearly all streaming TV platforms offer more affordable ad-supported plans. Long-form video is growing at a blistering pace of over 25 per cent and is six per cent of the total video forecast, estimated to gain double digit share in the next three years."
While the evolving global trade landscape may influence India's growth, the country's low dependence on exports and strong domestic growth drivers position it to manage potential disruptions. However, sectors crucial to both trade and domestic Adex, such as CPG, Auto, Textiles, Electronics, and Technology, face challenges, necessitating a cautious stance.
The revenue outlook for media owners in 2025 is positive across both linear and digital formats, with a six per cent increase expected in the first half of the year and a nine per cent growth in the latter half. Any trade impact is likely to be felt in the second half, and while the forecast accounts for this, some uncertainty remains.
Overall, the 7.8 per cent year-on-year growth in 2025 will see total revenue increase by INR 99 billion, from INR 1272 billion (USD 14.7 billion) to INR 1371 billion (USD 15.9 billion). Digital Pure Player formats, valued at INR 680 billion (USD 7.9 billion), are a primary driver, estimated to grow at 11.4 per cent, the report highlighted.
Video, the second largest format at INR 413 billion (USD 4.8 billion), is estimated to grow by four per cent. Digital Video growth is stronger at 17 per cent, but overall video spends are tempered by linear television's forecast growth of 2.5 per cent. Digital Pure Play and Video collectively account for 80 per cent of the total Adex.
Publishing is projected to grow by 3.5 per cent to INR 205 billion (USD 2.4 billion), with its digital version growing at twice that rate. Audio and Experiential, representing five per cent of the Adex, are expected to grow by 5.9 per cent and 12.9 per cent, respectively. In 2026, the overall growth is anticipated to be 7.7 per cent, stated the report.
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