What Happened
In a significant shift, streaming platforms have surpassed traditional television in India's content investment for the first time, capturing 46% of the share in 2025, while TV's share declined to 42%. Local films are also showing strong growth.
Why It Matters (for you)
This marks a pivotal moment in India's media and entertainment landscape, reflecting the accelerating digital consumption trend. It indicates a structural shift in advertising spend and audience engagement towards digital platforms, which will reshape the strategies of media companies and content creators.
Impact on Indian Markets
Companies with strong OTT platforms and content production capabilities (e.g., those with significant digital presence or content libraries like Zee Entertainment's ZEE5, or content producers like Eros International Media - EROSMEDIA) are likely to benefit. Traditional TV broadcasters like Sun TV Network (SUNTV) may face headwinds unless they successfully pivot to digital. Cinema exhibitors like PVR INOX (PVRINOX) could benefit from the growth in local film production.
What Traders Should Watch Next
Traders should monitor the subscriber growth and advertising revenues of Indian OTT platforms. Assess how traditional media companies are adapting their business models to this digital shift.
Key Evidence
- Streaming overtakes TV in India’s content investment for first time.
- Online streaming accounts for 46% in 2025, TV's share declines to 42%.
- Local films seeing growth with strong box office performances.
- Consolidation taking place in the market, particularly in India and Korea.
- Risk flag: Intense competition in OTT space