Digital media revenue hits Rs 1.11 lakh crore in India; ICICI targets Amagi and Prime Focus

India's digital media industry generated approximately Rs 1.11 lakh crore in revenue during the financial year ending December 2025 (CY25), surpassing the previous annual benchmark of Rs 1 lakh crore. Industry analysts project compound annual growth of 14%, forecasting revenue to reach Rs 1.64 lakh crore by CY28. In contrast, traditional television revenue is expected to decline annually by 5%, dropping from Rs 61,700 crore in CY25 to Rs 53,500 crore in CY28. Digital advertising represented 63% of the total Indian advertising market in CY25, up from 56% in the prior year. This shift is driven by rising internet penetration and widespread adoption of 5G technology, along with short-form video content and automated data-driven campaigns. Programmatic advertising grew significantly, increasing its share to 42% of digital ad spend, equivalent to Rs 30,000 crore in CY25. Analysts predict programmatic spending will reach Rs 42,400 crore by CY27. Total subscription revenue across video, audio, and digital news outlets is also expanding.