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Lights, camera, action: India’s entertainment industry set to double global growth, says PwC
MUMBAI: While the world’s entertainment industry trudges along at a modest pace, India’s is positively sprinting. The country’s entertainment and media (E&M) sector is projected to balloon from $32.2 billion in 2024 to $47.2 billion by 2029, growing at a zippy 7.8 per cent compound annual growth rate—nearly double the global average of 4.2 per cent, according to PwC India’s Global Entertainment & Media Outlook released today.
What’s fuelling this dream-like growth story? A potent cocktail of youth, digital hunger and technological wizardry. India’s massive young population is devouring online content faster than you can say “streaming service,” whilst broadband access spreads like wildfire and creators reshape the landscape with GenAI-powered tools.
“India’s E&M sector continues to outpace global growth, driven by the deepening of digital markets, the rapid expansion of advertising-led formats, and a new generation of creators shaping demand,” said PwC India partner and leader for media, entertainment Rajesh Sethi,. The momentum stems from rising consumer engagement, strengthening economic fundamentals, and the relentless march towards tech-enabled business models.
Internet advertising is leading the charge, set to more than double from $6.25 billion in 2024 to $13.06 billion by 2029—a blistering 15.9 per cent CAGR that makes it the fastest-growing segment. Mobile-first consumption and regional campaigns are driving this digital gold rush.
Not far behind, OTT platforms are flexing their muscles as the second-fastest growing segment. Streaming revenues will jump from $2.27 billion to $3.47 billion by 2029, powered by regional content that speaks directly to India’s diverse audiences and subscription models that are finally finding their footing.
Gaming isn’t playing around either. Mobile gaming, video gaming and e-sports will climb from $2.79 billion to $3.96 billion, as younger audiences dive deeper into immersive formats and in-app purchases.
Even traditional media refuses to roll over. Television will swell from $13.97 billion to $18.11 billion by 2029, buoyed by regional content and live programming. Print, defying obituaries written worldwide, will edge up from $3.5 billion to $ 4.2 billion, testament to India’s strong regional readership.
The sports sector represents perhaps the most dramatic transformation, evolving from a $4.6 billion–$5 billion business in 2024 into a projected $7.8 billion industry by 2029—effectively morphing into an institutional-grade asset class that’s attracting serious investment.
Underpinning it all is artificial intelligence and India’s roaring creator economy. Some four million creators are now influencing everything from entertainment to commerce, armed with AI tools that automate editing, enable scaled localisation and spawn entirely new content formats.
“This is not a story of incremental upgrades. It’s a story of business model rebirth,” declared PwC India chief clients and alliances officer Manpreet Singh Ahuja. “We are at an inflection point where technology—especially AI—is fundamentally redefining how content is created, discovered, monetised and experienced.”
The message is clear: India’s not just consuming entertainment anymore—it’s reshaping how the entire world creates, distributes and experiences it. Roll credits on the old model; the next blockbuster is already in production.
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India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
