A new report released today reveals that the Indian entertainment industry has the potential to unlock a staggering US$6 billion in unrealised value by 2030—provided it embraces global collaborations, technology-led innovation and a bold, audience-aligned content strategy.

Titled The Future of the Indian Entertainment Business in Partnership With the World, the report is a comprehensive outcome of the one-day Content India Summit held in Mumbai earlier this month. Published jointly by DishTV and C21Media, and informed by extensive research and market data from Allied Global Marketing, the report presents a clear-eyed roadmap for India’s content industry to take its place among the world’s top three entertainment economies in the next decade.

Despite being home to over 551 million OTT users, India’s current OTT revenue stands at just US$2.1 billion—a fraction of its full potential. In contrast, smaller markets like South Korea have exported their culture and content worldwide, setting a precedent India could emulate with the right strategy. According to the report, even staying on its present growth trajectory would see India reaching a respectable US$5 billion OTT economy. But with sharper global positioning, content realignment, and advanced tech adoption, this figure could swell to over US$15 billion by 2030.

One of the key messages from the summit, as noted by Jamie Crick of Allied Global Marketing during his opening keynote, was the urgency for India to forge new international partnerships that embrace authentic storytelling and redefine its global ambition. This narrative was echoed throughout the summit’s sessions and is now formally captured in the report.

The report highlights several structural issues currently holding back India’s entertainment sector. One major gap is the disconnect between audience demand and content supply. While comedy ranks as the top genre of interest among viewers (30 percent), it makes up just 10 percent of premium content production. Meanwhile, genres like drama and thrillers, which dominate over 60 percent of new content, don’t fully align with evolving audience preferences. In contrast, the report calls for lighter, culturally authentic storytelling, pointing to blockbusters like RRR and Kantara as examples of what resonates both locally and globally.

It also challenges the long-standing perception of India as a mobile-first market. In reality, connected TV usage is surging—YouTube’s connected TV viewership, for instance, has quadrupled between 2022 and 2024. The report suggests that Indian content creators and OTT platforms must acknowledge and tap into this co-viewing, family-driven format and draw inspiration from YouTube’s success in delivering shortform, hyper-relevant, creator-led content.

One of the report’s more striking comparisons is the cost advantage India holds in global content production. While producing a premium series in the US or UK can cost anywhere from US$5 million to US$15 million per episode, Indian production houses manage with just US$1 million to US$2 million. With the entertainment industries in South Korea and other parts of the world facing slowdowns, India is uniquely placed to emerge as a preferred global production hub—especially when paired with advanced tools like AI and virtual production.

Interestingly, the report also underscores the untapped opportunity that lies within India’s own diaspora—over 35 million people with growing appetite for diverse content. Historically served with nostalgic themes, the report suggests broadening content genres to include action, thrillers and science fiction, which would appeal both to diaspora audiences and mainstream global consumers.

However, the technology gap remains a concern. Only 24 percent of Indian studios currently use AI tools, compared to 76% in the United States. Adoption of automated localisation, virtual production and AI workflows is no longer optional if India wishes to compete at the global level. Case in point: Indian studios like Digikore have already demonstrated how AI can reduce post-production time by 40 percent.

Commenting on the findings, DishTV CEO & Executive Director Manoj Dobhal said, “It is clear that the Indian entertainment business is a force to be reckoned with on the global stage. But it has the opportunity to make an even bigger impact globally by partnering with international players on its own terms.”

David Jenkinson, Founder of C21Media and editor of the report, added, “The future of Indian entertainment will not be gifted. It must be built. India has all the fundamentals—creative strength, tech capacity, production advantage and a huge audience. But it is the execution that will define whether this potential becomes reality.”

The report will now serve as a framework for Content India 2026, a three-day industry event scheduled for March next year in Mumbai. Stakeholders across production, distribution, and tech will collaborate further to push for strategic changes, build cross-border alliances, and shape the future of Indian entertainment on the global map.