Mumbai: Regional storytelling and the rapid rise of OTT platforms are redefining India’s media and entertainment ecosystem, according to insights from the FICCI–EY Report 2026.
The report notes that India’s OTT market crossed ₹272 billion in 2025, with regional language content now dominating consumption patterns. Regional languages account for 56% of OTT viewership, up from 27% in 2020, signaling a major shift in audience preferences.
Regional cinema has also gained prominence, contributing over 65% of total film production in the country. Industry experts believe this surge reflects deeper cultural resonance and wider reach of localized storytelling.
The report further identifies three key forces shaping the industry: the growing demand for real-time information, the need for immersive escapism, and the rise of digital self-expression. Audiences are no longer passive consumers but active creators and participants in the content ecosystem.
Technology, particularly artificial intelligence, is playing a transformative role by enabling personalization, localization, and enhanced viewer engagement. From AI-driven recommendations to immersive live sports broadcasts, innovation is reshaping content delivery.
Despite the digital boom, traditional segments such as print and television continue to demonstrate resilience, adapting through hybrid models and bundled offerings.
The report concludes that India is entering a “consequential creative moment,” with opportunities to build globally competitive intellectual property rooted in Indian culture and storytelling.
