India online video revenue to hit $20 bn by 2030, but traditional TV here to stay: Experts

India’s online video market is projected to reach $11.7 billion in 2026, while traditional television is expected to stand at $9.9 billion, according to an industry report. The firm also forecasts online video revenues rising to $20.3 billion by 2030. 

However, broadcast industry experts say traditional television will continue to play a significant role in the country’s media landscape, particularly because of its unmatched mass reach.

Speaking at at recent industry event held in Mumbai, Omdia Senior Analyst Daoud Jackson said online video generated $11.7 billion in revenue in India in 2026, compared with $9.9 billion for traditional television. By 2030, online video revenue is projected to rise to $20.3 billion, while traditional TV revenue is expected to grow more to $10.3 billion.

Despite the faster growth of digital platforms, television continues to maintain significant scale within India’s media ecosystem. Traditional television revenue is expected to increase from $9.9 billion in 2026 to $10.3 billion by 2030, indicating steady expansion even as online video accelerates.

Other media and entertainment segments remain smaller in comparison. Both cinema and gaming are projected to generate around $1.7 billion in revenue in 2026, while the music segment contributes about $0.4 billion during the same period.

“Online video will grow faster because viewership on digital platforms is rising rapidly. Television will continue to grow as well, but at a slower pace. The key difference is that in many global markets the shift away from TV is already deeper, whereas in India television still retains strong scale and relevance,” said a senior broadcast expert.

Another industry observer noted that although digital revenues may outpace television, it does not necessarily mean TV will lose its importance.

“Television still delivers unmatched mass reach, especially for live events, sports and large national campaigns, which keeps it central to the advertising ecosystem,” they said.

According to projections from Omdia, several other media segments are also expected to grow steadily over the coming years. Cinema revenue is forecast to increase from $1.7 billion in 2026 to $2.2 billion by 2030, while gaming revenue is projected to rise from $1.7 billion to $2.3 billion over the same period. Music revenue is expected to grow from $0.4 billion to $0.6 billion.

Overall, the projections indicate continued expansion across India’s media and entertainment ecosystem, with digital video leading the growth while traditional television remains a large and stable component of the market.

Industry data also highlights the growing importance of advertising within the industry. In 2026, the online video segment is expected to generate $11.7 billion in revenue, making it the largest category in the media and entertainment landscape. Of this total, 54.8% is projected to come from advertising, suggesting that while subscriptions and other revenue streams remain important, advertising already accounts for more than half of the segment’s earnings.

Traditional television remains the second-largest segment, with revenues of around $9.9 billion in 2026. Unlike online video, however, TV is far more dependent on advertising. According to the data, 83.8% of television revenue is expected to come from advertising, highlighting the medium’s continued importance for advertisers seeking large-scale audience reach across diverse geographies.

Looking ahead to 2030, the gap between digital video and television revenues is expected to widen further. Online video revenues are projected to reach $20.3 billion, with 57.7% of the segment’s earnings coming from advertising. Traditional television is expected to grow more gradually, reaching approximately $10.3 billion, while its reliance on advertising is projected to increase further to 88.4% of total revenues.

Industry advertising forecasts also point to a broader structural shift toward digital platforms. According to the Pitch Madison Advertising Report 2026 released by Madison World, India’s advertising market reached ₹1.55 lakh crore in 2025, representing 12% year-on-year growth. Digital advertising accounted for around 60% of total ad expenditure, significantly ahead of traditional media, which represented roughly 40% of the market.

However, even as digital channels gain share, television continues to command substantial advertising budgets. The Madison report noted that linear television advertising stood at about ₹32,855 crore in 2025, and when connected television (CTV) is included, the broader large-screen advertising market rose to approximately ₹38,855 crore, highlighting continued advertiser interest in video consumption on larger screens.

Other segments such as cinema, music and gaming are expected to remain comparatively smaller in revenue terms, though they are projected to see gradual growth. Cinema revenues are expected to cross the $2 billion mark by 2030, while gaming revenues are forecast to approach $2.3 billion. Music, though smaller in scale, is expected to see steady growth as well, reaching $0.6 billion by the end of the decade.

Taken together, the projections suggest that while online video will be the fastest-growing segment in India’s media and entertainment industry, traditional television is likely to retain a significant role. The continued reliance on TV for advertising-driven mass reach, particularly for live events and large-scale national campaigns, indicates that the medium will remain a key pillar of the country’s media landscape even as digital platforms expand rapidly.