--- title: "印度的數字媒體規模突破 1 萬億盧比，成為最大的媒體和娛樂（M&E）板塊" type: "News" locale: "zh-HK" url: "https://longbridge.com/zh-HK/news/280340538.md" description: "根據 FICCI-EY 報告，印度的數字媒體已成為媒體和娛樂行業中最大的細分市場，預計到 2025 年將超過 1 萬億盧比。數字廣告增長了 26%，達到 94,700 億盧比，幾乎佔總廣告收入的三分之二。OTT 市場達到 2720 億盧比，數字訂閲預計將顯著增長。整體媒體與娛樂行業預計到 2028 年將增長至 3.3 萬億盧比，主要受數字媒體和區域內容的推動。報告強調了媒體消費格局的演變以及該行業對印度經濟的戰略重要性" 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) --- # 印度的數字媒體規模突破 1 萬億盧比，成為最大的媒體和娛樂（M&E）板塊 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. ### 相關股票 - [EPI.US](https://longbridge.com/zh-HK/quote/EPI.US.md) - [DGIN.US](https://longbridge.com/zh-HK/quote/DGIN.US.md) - [IND.US](https://longbridge.com/zh-HK/quote/IND.US.md) - [NDIA.AU](https://longbridge.com/zh-HK/quote/NDIA.AU.md) ## 相關資訊與研究 - [知情人士：印度考慮下調外資債券投資相關税負](https://longbridge.com/zh-HK/news/286385065.md) - [年內跌超 7% 成亞洲最差貨幣！盧比跌至歷史新低，印度央行緊急入場 “拋美元” 救市](https://longbridge.com/zh-HK/news/287028922.md) - [印度油價一週內調升兩次 司機憂分段漲不停成本增](https://longbridge.com/zh-HK/news/286874041.md) - [百度千帆推 Token 福利包 採固定預算訂閲降企業 AI 成本 較市價折讓最高 5 成](https://longbridge.com/zh-HK/news/286877955.md) - [中東衝突致油價飆升威脅印度經濟 盧比重貶探新低](https://longbridge.com/zh-HK/news/286664901.md)