India’s entertainment future: Digital leads, live events rise and traditional media adapts

The future of entertainment is here, and it’s digital, but don’t count traditional media out just yet. India’s media and entertainment industry is heading for some big changes, with digital platforms set to lead the way. By 2024, digital media is expected to surpass TV as the top segment in the industry. 

What’s also exciting is the rising popularity of live events, as more people look for real-life experiences alongside their digital entertainment.

Thanks to affordable internet, the rise of OTT giants like Netflix and Hotstar, and the booming gaming scene, India’s entertainment landscape is being completely redefined. By 2026, the Media & Entertainment (M&E) sector is projected to grow by 10% annually, reaching over Rs 3 trillion ($37.1 billion). 

Traditional Media Is Here To Stay

So, will digital media’s influence push traditional media into oblivion? Well, not exactly. Because while cable TV and newspaper subscriptions are declining traditional media isn’t going extinct—it’s evolving. 

Television, radio, and print won’t see the same explosive growth, but they will continue to serve millions, especially in regions where digital hasn’t fully taken over, according to the latest FICCI-EY report.

This is why India has been labelled a “Linear and Digital Market,” meaning people rely on both new digital platforms and old favourites like TV, radio, and print. 

Print media, for example, will stabilise with a loyal base of readers who need reliable information, especially the growing workforce. 

Radio and outdoor advertising are also holding strong, proving that even in the digital age, old-school media has staying power.

Live Events Make A Comeback

Live events are having a massive comeback, and they are here to stay. Take the upcoming Coldplay concert in Mumbai, where tickets sold out in minutes, and scalpers were reselling them for up to Rs 10 lakh. 

Around 13 million (1.3 crore) people logged into BookMyShow, scrambling for 150,000 tickets. This kind of demand for live, in-person experiences shows just how hungry people are for entertainment beyond the screen.

According to BookMyShow, attendance at live events shot up by 82% in 2023, with over 13.5 million people attending events across India. 

This surge isn’t just about concerts—it’s about the whole experience of going out, socialising, and making memories. And with India’s growing middle class, around 50 million households have the disposable income to spend on these experiences, making live events a booming business.

India is becoming a hotspot for global entertainment, but it could do more to boost its potential. If the government continues to simplify the process for hosting large events and invests in better infrastructure, India could attract even more international stars, making it a go-to destination for world-class entertainment.

Focus on Cinema Experience

The cinema industry is also shifting. While India produces an enormous amount of content—200,000 hours of it annually—the focus is now on creating high-end cinema experiences. 

We already had IMAX, now audiences can get ‘realistic’ experiences with shaking seats, water, smoke sprung at them in 4D theatres. Apart from this, PVR has introduced peripheral screens with ICE theatres to provide a more immersive experience.

For affluent families, going to the movies is not about just watching a film—it is about enjoying a night out with friends and family. This market is estimated to have around 100 million customers today, and it is growing.

At the same time, there is a push to make cinemas more affordable and accessible to the next 100-150 million people, particularly in smaller cities and towns. This means cheaper tickets, more regional movies, and innovative pricing like group discounts and loyalty programs will become more common.

Indian audiences are not flocking to watch Bollywood movies as they used to before the pandemic. The influx of OTT and decrease in quality filmmaking could be to blame. 

Despite this, people abroad seem to be lapping up mainstream Hindi films. Shah Rukh Khan’s Dunki and Salman Khan’s Tiger 3, both of which are seen as underperformers in India, surprisingly found traction overseas. The makers can thank star power and inflated ticket prices for this.

Within the country, regional content is breaking barriers, with local stories capturing national attention. This trend of "borderless consumption" is reshaping how content is created, marketed, and consumed.

The future of entertainment in India will be a blend of digital, live, and traditional experiences. Marketers are already planning to increase spending on live events, signalling that the demand for immersive, real-life entertainment is only going to grow. 

Meanwhile, digital platforms will continue to dominate screen time, and traditional media will adapt to serve loyal audiences.

In this new landscape, the companies that succeed will be the ones that can offer audiences a seamless mix of both worlds—whether it is binge-watching a show at home or attending a blockbuster event in person. Digital may be the driving force, but live events and traditional media will remain key players in India’s entertainment ecosystem.

Author Abhay Ojha is a business leader known for transforming underperforming business units. As an expert in media, FMCG, e-commerce, new launches, and financial modeling, he is a change catalyst and growth driver behind millions in profits. He has served as the CEO at Zee Media and CEO at Changa Short Video, with experience at STAR, Zee Entertainment and Hindustan Unilever