India’s media and entertainment industry is undergoing a major transformation, fueled by the growing demand for high-quality, culturally relevant content and significant investments from both global players and local companies. With the largest youth population in the world, expanding internet access, and an increasing appetite for diverse storytelling, India’s content market is set to emerge as one of the most influential globally.

Uday Shankar, co-founder of Bodhi Tree Systems and former Chairman of Star and Disney India, highlighted India’s immense potential at WAVES 2025. He noted that India is at the threshold of a creative explosion, driven by the convergence of storytelling, technology, and entrepreneurial ambition. Shankar pointed out that India is not just a content consumer; it is redefining the content creation process. This shift is evident in how platforms like Netflix, Amazon Prime Video, Disney+ Hotstar, and local players like JioCinema, Zee5, and SonyLIV have revolutionized how content is consumed and created, encouraging experimentation with formats, genres, and languages.

The next phase of India’s content boom will come from scalable, tech-integrated platforms that understand the intricacies of Indian consumers. Shankar emphasized the market’s strong fundamentals—youthful demographics, increasing smartphone usage, and a growing creator economy. With investments pouring into short-form video platforms, animation studios, and production houses, the content ecosystem is rapidly expanding. The belief that India is not just a consumption market but also a global content production hub is gaining traction. India’s strong English proficiency, combined with a deep pool of creative talent, positions the country to export its stories and formats worldwide.

Shankar also shared that his company, JioStar, is leading this charge, with over half a billion people accessing and paying for its services. In 2024, JioStar invested Rs 25,000 crores in content, a figure that will rise to Rs 30,000 crores in 2025, with an expected Rs 32,000 to Rs 33,000 crores invested by 2026. Bodhi Tree Systems, his investment platform, has already committed over $1.7 billion in Viacom18 in partnership with Reliance, focusing on combining premium content creation with digital-first delivery.

The growing penetration of internet access into Tier 2 and Tier 3 cities is opening up opportunities for content in regional languages. Platforms are responding by investing in content that speaks to audiences in languages such as Tamil, Telugu, Bengali, Marathi, and Bhojpuri, recognizing the untapped potential in these markets outside of metro areas.

However, Shankar also pointed out several challenges that need to be addressed. Monetization models in the OTT space are still evolving, with subscription fatigue and the recalibration of ad revenue models being major concerns. Additionally, content creators face the pressure of balancing scale with quality, especially as competition increases in the crowded digital space.

Despite these challenges, Shankar is confident that India will not only be a major player in the global content conversation but will lead it in the coming years. He predicts the rise of India-based global content giants that will shape narratives for both local and global audiences, marking the beginning of a new era in entertainment.

Author: Sania Khan