With recognition at prestigious platforms like Cannes and the Oscars, coupled with its growing status as a VFX powerhouse and IPL fever, India is now firmly positioned as a key player in the international media landscape.
According to Vaz, this growth is not just a matter of numbers; it’s about the unique way India is developing its media ecosystem.
He noted that unlike many other markets, India has managed to thrive in an “and” environment, where both television and digital media grow side by side.
“What sets India apart is not just our growth, but the way we grow. We are not an “OR” market but an “AND” market—television and digital media are thriving together,” he said.
Television remains evergreen
Meanwhile, he also pointed out that television remains a dominant force, with household reach projected to grow from 190 million in 2024 to 214 million by 2026.
At the same time, digital platforms continue to soar, offering exciting opportunities for content creators and consumers alike. This balanced growth has set the country up for a dynamic media ecosystem that serves a wide array of audiences.
Vaz further said that one of the key drivers of this media revolution is sports, particularly the Indian Premier League (IPL), which has become a major force in content consumption.
IPL cheers grow louder
The IPL has become a massive force, with its ever-growing popularity reaching new heights in 2024. For the first time in IPL history, the tournament set a record in its first three games. According to Broadcast Audience Research Council data for Male 15+ AB Urban, IPL 2025 achieved a remarkable 7.5 Television Rating (TVR), marking a 39% increase from the previous year.
Additionally, the T20 tournament’s reach expanded by 14%, hitting 253 million viewers, while watch-time minutes skyrocketed by 22%, reaching an impressive 2,770 crore minutes.
This explosive growth in viewership showcases the IPL’s growing influence, reinforcing its position as one of the biggest entertainment drivers in the Indian media landscape.
“Sports, especially the IPL, continues to drive content consumption, demonstrating the power of both TV and digital, reaching 525 million viewers on TV and 550-600 million on streaming platforms,” Vaz added.
This reflects the true power of both TV and digital media, demonstrating the expanding reach of sports in India’s media landscape and highlighting the growing influence of both platforms in a rapidly evolving entertainment ecosystem.
Looking ahead, India is on track to become the third-largest media and entertainment market by 2028, reflecting the immense content being produced and consumed in the country, according to Vaz.
