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First Post
01-05-2025
- Entertainment
- First Post
Waves 2025: Strategic alliance of content creators from 75 nations could unlock $6 bn economic potential
India's entertainment industry could unlock $6 billion in new value by 2030 through global collaborations, according to a report unveiled at the WAVES 2025 summit in Mumbai. read more India's entertainment sector could unlock an additional $6 billion in value by 2030 if it builds a global coalition of content creators from 75 countries, according to a landmark report launched at the inaugural WAVES 2025 summit in Mumbai. Titled The Future of the Indian Entertainment Business in Partnership with the World, the report—released by DishTV and C21Media in collaboration with Allied Global Marketing—calls for India to recalibrate its entertainment model for the global stage. It emphasises the need for deeper international partnerships, creator-led ecosystems, and greater adoption of emerging technologies like artificial intelligence and virtual production. STORY CONTINUES BELOW THIS AD The report highlights that while India has over 551 million OTT users, the industry generates just $2.1 billion in revenue—significantly below its market potential. In contrast, countries like South Korea and Spain have successfully globalised their content industries through authentic storytelling and sustained international strategies. 'India has the talent and scale to become a global content hub,' said Jamie Crick of Allied Global Marketing, delivering the summit's opening address. 'With the right international alliances and a shift from sporadic hits to systemic exports, India could realistically reach $15 billion in entertainment value by 2030.' Prime Minister Narendra Modi is set to inaugurate WAVES 2025 later today at the Jio World Convention Centre in Mumbai. The World Audio Visual and Entertainment Summit is a first-of-its-kind four-day event held under the theme 'Connecting Creators, Connecting Countries'. It aims to position India as a global powerhouse in audio-visual entertainment and creative innovation. The summit is bringing together leading voices from the film, tech, and media sectors. The star-studded guest list includes Indian cinema legends like Shah Rukh Khan, Aamir Khan, Karan Johar, Rajinikanth, and AR Rahman, alongside international tech leaders such as Netflix Co-CEO Ted Sarandos, YouTube CEO Neal Mohan, and Instagram Head Adam Mosseri. Organised by FICCI in partnership with the Ministry of Information and Broadcasting and the Create in India Challenge, WAVES 2025 is envisioned as a premier platform for collaboration, innovation, and global content exchange.
Time of India
30-04-2025
- Business
- Time of India
Indian entertainment sector could unlock $6 billion in unrealised value by 2030: Report
A new report suggests India's entertainment industry has potential for growth. It could unlock $6 billion by 2030. This growth depends on global collaboration and technology. The report highlights the need for strategic changes. It emphasizes content creation and audience alignment. The Content India 2026 event will further explore these findings. The industry aims to become a global entertainment hub. Tired of too many ads? Remove Ads Tired of too many ads? Remove Ads Tired of too many ads? Remove Ads 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 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 contrast, countries such as South Korea, with smaller or comparable audiences, achieve significantly higher international revenues through content 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 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 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 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 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 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 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 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 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.
