Curated content sector to overtake television in share of India’s entertainment economy by 2029, says report

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The Indian media and entertainment industry, comprising film, television, and OCC, is projected to generate a total gross output of ₹5.14 lakh crore (US$61.2 billion) in 2024.

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India’s online curated content (OCC) sector—driven by the surge in OTT platforms—is set to nearly double its share of the entertainment industry by 2029, eating into the dominance of traditional television. A recent report by the Motion Picture Association (MPA) and Deloitte revealed that while television currently leads with a gross output of ₹3.18 lakh crore, its contribution to the industry is expected to shrink by 7 percentage points by 2029, making way for a sharp rise in OCC’s share from 15.7% in FY2024 to 23.04%.

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The Indian media and entertainment industry, comprising film, television, and OCC, is projected to generate a total gross output of ₹5.14 lakh crore ($61.2 billion) in 2024. Of this, the OCC segment—fuelled by India’s accelerating digital adoption post-Covid—accounts for ₹74,756 crore (including both the direct and indirect economic impact), making it the smallest, yet fastest-growing component.

The direct economic impact by the sector was valued at ₹17,300 crore in FY24. The sector is expected to expand to ₹33,800 crore by FY29, growing at a CAGR of 13.9% during FY25–29.

A key driver of this surge is advertising, which is projected to grow at 16.5% CAGR to ₹20,800 crore by FY29, outpacing subscription revenue, which will rise at 10.2% CAGR to ₹13,000 crore.

The trend reflects a broader shift in consumer behaviour and monetisation models in India’s digital media landscape, with ad-supported content expected to play a more prominent role in the years ahead.

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In terms of employment, in 2024, the OCC industry in India is expected to support 288,000 jobs. This includes both direct and indirect employment. Direct employment however, only accounts for 7% of the total jobs created. Television remains the biggest employer, accounting for 1.65 million jobs. The film sector comes next with 704,000 jobs.

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