MAM
India’s fandom economy may hit $10 billion by 2028: Report
Myfandom report tracks rise of fan power across music, OTT and live
MUMBAI: Myfandom is betting big on the business of being a fan. Its latest India Fandom Report suggests the country’s fandom economy could touch $10 billion by 2028, fuelled by a surge in concerts, streaming, films and music culture.
The report captures a shift that is hard to miss. Fans are no longer passive spectators. They are active participants, shaping trends, driving demand and, increasingly, opening their wallets for experiences that go beyond the screen.
From official merchandise to live events and community-led engagement, fandom has become a full-fledged ecosystem. According to the study, 45 per cent of fans say official merchandise brings them the most joy, while 40 per cent are keen on meet-and-greet experiences with their favourite artists.
Calling the report a timely initiative, Devendra Fadnavis said it highlights the growing influence of fan communities and their role in shaping cultural narratives, while also recognising platforms that connect Indian audiences with global entertainment.
Myfandom co-founder Jinal Ajmera said, “India’s influence on global culture is now visible across media and entertainment. The influx of international artists, festivals and collaborations made 2025 the year of fandom.”
She added that the report aims to document and celebrate the rapid rise of India’s soft power through fan-driven engagement.
Myfandom co-founder Vivek Ajmera said, “We are on a journey to empower fans to live their fandom. As India’s economy grows, the fandom economy offers a powerful lens to understand the country’s orange economy and its next wave of growth.”
The report also brings together voices from across the industry, including Jay Mehta, Perry Farrell and Anjula Acharia, who manages Priyanka Chopra Jonas, alongside leaders from platforms like Netflix India.
It also shines a light on fan moments that blur the line between audience and artist, from singing on stage with global stars to being invited into exclusive fan circles.
At its core, the report positions India firmly in what it calls the “fandom era”, where cultural influence, commerce and community collide. For brands, artists and platforms alike, the message is clear. The fans are not just watching anymore. They are driving the show.
AD Agencies
Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
