India’s media and entertainment (M&E) industry surged to Rs. 2.78 trillion in 2025, outpacing GDP per capita and exceeding earlier projections, with digital emerging as the largest segment and the sector projected to cross Rs. 3 trillion by 2027, Kevin Vaz, CEO–Business, JioStar and head of the FICCI Entertainment Committee, said yesterday in Mumbai.

Speaking at the release of the FICCI-EY Media & Entertainment Report 2026, Vaz described the industry’s trajectory in three words — “scale, convergence and transformation” — underscoring strong growth momentum and structural shifts in consumption and monetisation.

 “That tells us one thing clearly, this is an industry with strong momentum and even stronger fundamentals,” he said. This year’s M&E report is themed ‘Stories, Scale and Impact: Unlocking India’s M&E Economy’

Highlighting changing consumption patterns, Vaz said digital platforms are reshaping advertising, subscriptions and commerce, but emphasized that traditional formats remain resilient. India, he noted, is evolving into a “multi-screen nation”.

“This is not a story of replacement. It’s a story of addition,” he said, pointing to the simultaneous growth of connected TV, linear television, mobile, films and print. He added that AVGC (animation, visual effects, gaming and comics) is emerging as a key growth engine, unlocking new storytelling formats and global opportunities.

Sports continues to anchor shared experiences in an increasingly on-demand ecosystem, Vaz said, calling it the “heartbeat” of the sector. “In an on-demand world, India still shows up live. In a personalised world, India still celebrates together,” he noted.

Citing internal data, he said the ICC Men’s T20 World Cup 2026 final saw 72.5 million concurrent streams on JioHotstar, a global record. “When India shows up, it really shows up on a global scale,” he added.

Beyond sports, Vaz highlighted a strong year for cinema and live experiences. Over 1,900 film releases and multiple Rs. 1 billion blockbusters underscored the enduring appeal of theatrical content. “Indian audiences still turn up in numbers for compelling content,” he said, adding that live events are becoming “bigger, louder and far more immersive.”

A key theme of Vaz’s address was the growing role of artificial intelligence across M&E. He said AI is driving personalisation, efficiency and scale, while also redefining creative processes.

“It is pushing us to rethink creativity itself,” he said, citing productions like ‘Mahabharat: Ek Dharmayudh’, which is described as the world’s first AI-produced show. “It shows how AI can amplify creativity, not replace it,” he added.

At JioStar, Vaz said AI is already being leveraged across sports and content ecosystems — from analytics and immersive fan engagement to AI-driven highlights and streaming innovations.

However, he flagged ongoing debates around AI and copyright, urging policymakers to ensure fair compensation for creators. “I hope Indian policymakers engage the creative industry and ensure that they are compensated in a fair manner,” he said.

Concluding, Vaz said India is evolving into a global case study for balancing scale, diversity and innovation, but stressed the responsibility that comes with it. “We’re not just chasing growth. We’re shaping culture,” he said, adding that the sector plays a key role in influencing national conversations and shared experiences.