India’s entertainment industry appears to be standing at a pivotal juncture. While the country boasts a staggering 551 million OTT users, its revenue footprint tells a different story — just $2.1 billion annually, significantly lower than what comparably sized or smaller markets like South Korea generate. But a new report suggests this could change drastically by 2030.

'The Future of the Indian Entertainment Business in Partnership With the World' report — based on findings from the Content India Summit 2025 and data by Allied Global Marketing — lays out how India could unlock up to $6 billion in unrealised value over the next five years. The playbook? A mix of global partnerships, technology adoption, and content realignment.

Currently, India’s OTT sector could evolve into a $5 billion market if it continues on its current path. With local optimisation, that figure may climb to $9 billion. But by embracing strategic shifts — such as rethinking genre mix, producing globally exportable stories, and integrating emerging tech like AI — the report estimates a $15 billion-plus entertainment economy is within reach — marking a difference of $6 billion.

“It is clear that the Indian entertainment business is a force to be reckoned with on the global stage,” said Manoj Dobhal, CEO & executive director of DishTV. “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.”

One of the most critical recommendations is recalibrating content to match audience demand. While nearly 30% of Indian viewers prefer comedy, only 10% of premium content caters to that genre. In contrast, drama, crime, and thrillers dominate 60% of new releases. The report highlights that local, culturally rooted stories like — RRR, Kantara, or KGF 2 — have proven to resonate both domestically and internationally, reinforcing the case for authenticity-driven storytelling.

Another overlooked reality is how Indians consume content. Although India is widely perceived as a mobile-first market, connected TV viewership is surging. Between 2022 and 2024, YouTube’s connected TV usage quadrupled, with family co-viewing emerging as a norm. Yet, much of India’s premium content is still designed for individual, urban mobile users, leaving a massive rural and family-centric audience untapped.

At a global level, there are lessons from success stories such as South Korea’s Hallyu wave or Spain’s Money Heist. India’s own international hits remain the exception, not the rule. But the timing is opportune — with production costs rising elsewhere and global studios seeking cost-efficient partners, India’s relatively lower per-episode costs ($1–2 million versus $5–15 million in the US or UK) give it a strategic edge.

“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,” said David Jenkinson, founder of C21Media and editor of the report.

The report also identifies the affluent 35-million-strong Indian diaspora as an underutilised asset. So far, content targeting this audience has leaned on nostalgia. The future lies in delivering diverse genres that can appeal both to diaspora viewers and the global mainstream.

On the technology front, India lags behind. Only 24% of Indian studios currently use AI tools, compared to 76% in the US. Examples like Digikore Studios, which has cut post-production timelines by 40% using AI, show what’s possible with greater adoption.

The message is clear: India has the creative firepower, cost advantage, and scale to emerge as a top-three global entertainment powerhouse. But execution is key.

“The future of Indian entertainment will not be gifted. It must be built,” the report concludes — a call to action that will shape the agenda for Content India 2026 and possibly, the future of Indian entertainment on the world stage.