Ernst & Young Report “A Studio Called India” to be Released at WAVES 2025
India is poised to solidify its status as a global content powerhouse, according to a new report titled “A Studio Called India” by Ernst & Young. Set to be unveiled at the WAVES 2025 event in Mumbai, the report highlights India’s burgeoning influence in the media and entertainment sector. With a rapidly expanding digital market, rich cultural diversity, and advanced production capabilities, India is becoming a key player in the global content landscape.
India’s Cultural and Economic Landscape
India’s diverse cultural heritage and advanced infrastructure are pivotal in establishing the country as a creative powerhouse. The report emphasizes that the nation’s unique blend of languages, traditions, and storytelling techniques resonates with audiences worldwide. This cultural richness, combined with a robust digital ecosystem, positions India as an attractive destination for content creation. The country has also seen a significant reduction in production costs, particularly in animation and visual effects, where expenses are reported to be 40% to 60% lower than in many Western countries. This cost efficiency, coupled with a large pool of skilled professionals, supports global production workflows and enhances India’s appeal in the international market.
Growth of Digital Media
The report outlines a significant shift in the media landscape, noting that digital media surpassed television in 2024 to become the largest segment of India’s media and entertainment sector. Contributing over INR 800 billion (approximately US$9.4 billion), digital media now accounts for 32% of total sector revenues. This transition underscores the growing importance of online platforms in content consumption. Furthermore, India produced around 200,000 hours of original content last year, including 1,600 films and 2,600 hours of premium OTT content. This impressive output positions India among the largest content-producing nations globally, reflecting its capacity to meet both domestic and international demand.
Technological Innovations and Live Events
Technological advancements are transforming the content industry in India. The integration of artificial intelligence and other new technologies is enhancing the efficiency and quality of content production. AI-driven platforms are enabling creators to produce professional-grade videos, images, text, and music at an accelerated pace. Additionally, the live entertainment sector is experiencing a surge, with over 30,000 live events hosted in 2024 alone. Major concerts featuring international artists like Ed Sheeran and Coldplay have contributed to a fourfold increase in ticketed events over the past five years, indicating a growing appetite for live performances among audiences.
Expanding Talent Pool
The media and entertainment sector in India employs approximately 2.8 million people directly, with an additional 10 million in indirect roles. This expansive talent pool is supported by the country’s diverse cultural and linguistic landscape, which fosters a thriving content ecosystem. The report highlights that India’s scalable talent advantage is crucial for sustaining growth in the sector. As the demand for high-quality content continues to rise, the country is well-positioned to leverage its workforce to meet global expectations and further enhance its status as a leader in content creation.
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