While growth rates will be slow, the OTT market will still expand at 14.1% CAGR to reach INR 21,032Cr in 2026
With advertising expected to reach INR1 trillion by 2024, India is moving towards a billion screens by 2024
The recent CII – BCG Big Picture 2021 report unveils M&E's multimodal growth story, with digital video and gaming being the biggest growth drivers
India is forecasted to be the fastest-growing entertainment and media market globally in terms of consumer and advertising revenue, the report further revealed
However, the report expects the TV Industry to witness a 25% dip in ad spends versus Q1FY20 levels (~30% dip in GEC and regional genres)
Mediums such as print and radio will take longer to recuperate to pre-Covid levels given higher exposure to local/SME advertising segment
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