--- title: "印度的数字媒体规模突破 1 万亿卢比，成为最大的媒体和娱乐（M&E）板块" type: "News" locale: "zh-CN" url: "https://longbridge.com/zh-CN/news/280340538.md" description: "根据 FICCI-EY 报告，印度的数字媒体已成为媒体和娱乐行业中最大的细分市场，预计到 2025 年将超过 1 万亿卢比。数字广告增长了 26%，达到 94,700 亿卢比，几乎占总广告收入的三分之二。OTT 市场达到 2720 亿卢比，数字订阅预计将显著增长。整体媒体与娱乐行业预计到 2028 年将增长至 3.3 万亿卢比，主要受数字媒体和区域内容的推动。报告强调了媒体消费格局的演变以及该行业对印度经济的战略重要性" datetime: "2026-03-24T07:11:34.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/280340538.md) - [en](https://longbridge.com/en/news/280340538.md) - [zh-HK](https://longbridge.com/zh-HK/news/280340538.md) --- # 印度的数字媒体规模突破 1 万亿卢比，成为最大的媒体和娱乐（M&E）板块 India’s digital media has emerged as the single largest segment of the media and entertainment (M&E) industry in 2025 and crossed the Rs 1 trillion mark for the first time, according to FICCI-EY’s report on India’s M&E sector titled Stories, Scale and Impact. Digital advertising witnessed a 26 per cent increase to Rs 94,700 crore, accounting for nearly two-thirds of total advertising revenues, as brands continued to shift spends towards performance-led, measurable and commerce-linked formats. The sector continues to evolve, with an increased rise in consumption on large screens. Linear television is transitioning from a regulated utility to a dynamic, lifestyle-integrated ecosystem that complements digital growth, further reinforcing the hybrid nature of screen consumption in the country, the release on the report said. The FICCI-EY report notes that advertising overall grew 13.5 per cent in 2025, outpacing India’s nominal GDP per-capita growth. Growth was led by digital platforms, including e-commerce and point-of-sale advertising. India’s over-the-top (OTT) market crossed Rs 272 billion in 2025, with digital overtaking television as the largest segment, the report added. The report said that digital subscriptions continue to scale, with video OTT households projected to grow from 143 million to around 191 million, with regional content being the key driver. Regional share in OTT has grown from 27 per cent in 2020 to 56 per cent in 2025, with over 65 per cent of films now coming from regional cinema. In its outlook for the entire domestic M&E sector, the report has estimated it to grow to Rs 3.3 trillion by 2028, with digital media, live events, filmed entertainment, and animation and VFX expected to be the primary growth drivers. “New media is projected to account for over 50 per cent of total industry revenues by 2028, reflecting ongoing shifts in consumer behaviour, content formats and monetisation models,” the release on the report said. The FICCI-EY report further notes that increasing smartphone penetration, the rapid adoption of connected TVs, growth in regional-language content, and the rise of experiential consumption will continue to reshape India’s media and entertainment landscape over the medium term. While releasing the report, Ashish Shelar, Minister of Information Technology & Cultural Affairs, Government of Maharashtra, said, “The FICCI–EY Media & Entertainment Report has, over the years, evolved into a definitive benchmark for the sector—guiding both industry and policymakers with credible insights and a forward-looking vision. Today, India’s media and entertainment industry stands at an impressive Rs 2.78 trillion in 2025, reflecting not just scale, but the sector’s growing strategic importance to the nation’s economy.” “Mumbai continues to be the creative capital of India and the epicentre of our media and entertainment ecosystem. From films and television to music, advertising, and digital content, Maharashtra has consistently led from the front, driving innovation, investment, and talent development. Our government is committed to building a future-ready ecosystem that seamlessly integrates creativity with cutting-edge technology, ensuring sustainable and globally competitive growth,” he added. ### 相关股票 - [EPI.US](https://longbridge.com/zh-CN/quote/EPI.US.md) - [DGIN.US](https://longbridge.com/zh-CN/quote/DGIN.US.md) - [IND.US](https://longbridge.com/zh-CN/quote/IND.US.md) - [NDIA.AU](https://longbridge.com/zh-CN/quote/NDIA.AU.md) ## 相关资讯与研究 - [知情人士：印度考虑下调外资债券投资相关税负](https://longbridge.com/zh-CN/news/286385065.md) - [年内跌超 7% 成亚洲最差货币！卢比跌至历史新低，印度央行紧急入场 “抛美元” 救市](https://longbridge.com/zh-CN/news/287028922.md) - [ReNew 全年净利润翻倍增长，创历史最佳成绩](https://longbridge.com/zh-CN/news/286788927.md) - [索尼上调 PlayStation Plus 订阅价格，新用户月费涨至 10.99 美元](https://longbridge.com/zh-CN/news/286957579.md) - [用户规模突破 30 亿！谷歌加速 AI 生态整合 搜索引擎迎 25 年来最大改版](https://longbridge.com/zh-CN/news/287088962.md)