The Indian entertainment industry could unlock $6 billion in unrealised value by 2030, if it recalibrates for the global stage-backed by international partnerships, creator-led ecosystems, and deeper technology adoption. That’s the central finding from The Future Of The Indian Entertainment Business In Partnership With The World, a new report released today by DishTV and C21Media, in collaboration with Allied Global Marketing.
Currently, India’s OTT landscape includes over 551 million users but generates just $2.1 billion in revenue, well below its market potential. For comparison, South Korea and Spain have already scaled their content economies globally through distinct, authentic storytelling with international appeal. India, despite having recent global hits like RRR, Pathaan, and Kantara, is yet to move from sporadic success to systemic export.
According to Jamie Crick of Allied Global Marketing, who delivered the opening address at the summit, India could realistically reach $15 billion in entertainment value by 2030 by evolving from a local-first model to a global content hub. That would require international collaborations, content realignment, and embracing technologies like AI and virtual production.
Key gaps in India’s content strategy:
- Mismatch between content supply and audience demand: Comedy is the most preferred genre among Indian viewers, accounting for 30% of their interest, yet only 10% of premium content falls under this category. In contrast, 60% of new releases are dramas or thrillers.
- Underestimation of viewing behaviours: Despite being seen as mobile-first, connected TV consumption is growing rapidly, driven by family co-viewing. YouTube dominates with 92% of video minutes watched, but OTT platforms continue to cater largely to solo urban users.
- Weak global content pipeline: While India has examples of global success, it lacks the systematic content export machinery that markets like South Korea have developed. Most hits remain one-offs rather than part of a broader trend.
Recommended actions:
- Reposition India as a global production partner:
With production costs significantly lower than in the US or UK and rising interest in affordable content hubs, India can market itself as a go-to partner for cost-effective, tech-enabled content production. Virtual production and AI workflows are expected to further reduce costs. - Leverage the Indian diaspora strategically:
With over 35 million affluent Indians overseas, the diaspora remains an under-utilised segment. Instead of nostalgia-focused content, the report urges producers to explore genres like thrillers and sci-fi that resonate globally. - Double down on advanced technologies:
Just 24% of Indian studios currently use AI tools, compared to 76% in the US. Companies like Digikore Studios have already demonstrated efficiency gains through AI in post-production. Wider adoption could accelerate India’s ability to deliver at global speed and scale.
Building the path forward
The report concludes that while the Indian entertainment sector has the talent, cost advantage, and market size to become one of the top three global content economies by 2030, execution, not ambition, will determine the outcome.
DishTV CEO & Executive Director Manoj Dobhal said, “The Indian entertainment business is already a global force. With the right partnerships and infrastructure, it can become a production and storytelling powerhouse on its own terms.”
David Jenkinson, founder of C21Media and editor of the report, added, “India has the opportunity to lead the next phase of global entertainment—if it acts quickly and strategically. The upside is too large to ignore.”