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India's Digital Boom: Creator Economy Surges
17 Feb
Summary
- Digital media's share of India's media market is growing rapidly.
- Advertisers are shifting significant ad spend to digital platforms.
- India aims to boost domestic digital platforms for greater value retention.
India's media and entertainment industry is experiencing unprecedented change, driven by the pervasive reach of digital media.
As of 2026, digital media commands approximately one-third of the Rs 2,502 billion market, surpassing traditional sectors like television and print. Revenue figures for 2024 show digital media generating Rs 802 billion.
This shift is underscored by a significant increase in digital advertising expenditure, which is projected to account for 45-46% of total ad spend in fiscal 2025, a substantial rise from fiscal 2020.
The government's focus on the creator economy, exemplified by the WAVES Creators Corner at the AI Impact Summit, reflects a recognition of intellectual property and digital influence as key economic drivers.
However, a large portion of digital ad revenue flows abroad due to the dominance of foreign tech giants. Crisil reports highlight a need to support domestic digital platforms to ensure greater value retention within India and to empower the nation in shaping its digital destiny.
