India has produced 25% of global content on YouTube, as digital video is projected to overtake traditional television revenue by 2030, according to insights shared at Content India 2026.
The findings have been presented in the Content Trends Report unveiled at the summit, organised by Dish TV in partnership with C21Media. The three-day event has brought together over 700 participants from India and international markets, focusing on content strategy, monetisation, and distribution.
The report has highlighted that online video revenue in India is expected to nearly double that of traditional TV by 2030. It has also noted that Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Subscription TV has continued to decline, while free TV and connected TV (CTV) have gained traction, prompting broadcasters to adapt their strategies.
India’s content ecosystem has expanded significantly, with over 24,000 titles produced in January 2026 alone, of which 19,000 have been available internationally. The country has accounted for 12% of Asia-Pacific content spend, up from 8% in 2021, surpassing markets like Japan and China.
Major exporters of Indian content have included Reliance Jio, Zee Entertainment, Sony Pictures Networks India, Amazon, and Netflix, collectively delivering over 7,500 Indian-produced titles globally each year. Key international markets for Indian content have included Saudi Arabia, the UAE, Egypt, the US, and the Philippines.
Scripted content has dominated exports, accounting for 88% of global demand, with crime dramas, children’s programming, and family titles performing strongly. Video-on-demand platforms have focused on genres such as crime, thriller, reality, and comedy, while linear TV has continued to prioritise romance and drama.
The summit has also showcased initiatives such as the Content India Copro Pitch and a Writers Room Masterclass led by Frank Spotnitz. Two projects—Djinn Patrol and The Masala Quest—have received a £10,000 marketing grant each from C21 Media to support development and international promotion.
Discussions at the event have explored the rise of digital-first content, micro-drama formats, and the growing role of AI in production. Industry leaders have also examined evolving commissioning strategies, co-production models, and monetisation approaches amid increasing audience fragmentation.
“By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth. In 2025, India produced a quarter of all YouTube videos globally, overtaking the US, while Indians spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and CTV gain traction, forcing broadcasters to innovate. Games, music, and cinema are also growing, but advertising remains the backbone of the industry. AI-generated content is just 2 percent of engagement, highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetizing effectively from day one and leveraging short-form content and CTV to compete with social platforms and global players.” — Daoud Jackson, Senior Analyst, OMDIA
“India has become a global content powerhouse, producing over 24,000 titles in January 2026, with 19,000 available internationally. India now accounts for 12 percent of Asia-Pacific content spend, up from 8 percent in 2021, outpacing Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon, and Netflix, delivering over 7,500 Indian-produced titles yearly abroad. The top markets importing Indian content are Saudi Arabia, UAE, Egypt, the US, and the Philippines. Scripted content dominates globally at 88 percent, while crime dramas and children and family titles are particularly strong. Video-on-demand platforms focus on crime, thriller, reality, and comedy, while linear platforms continue with romance and drama. The Indian ecosystem is highly competitive, expanding fast, and shaping both domestic trends and international demand for Indian stories.” — Hannah Walsh, Principal Analyst, Ampere Analysis
“Over the past three days, it has been inspiring to see the creativity, energy, and collaboration across the Indian content ecosystem. Conversations showed clarity, ambition, and a shared focus on building stories that can travel globally. With creators, platforms, and investors coming together with intent, Indian storytelling is poised for its next phase of growth. Its success will depend on how the ecosystem nurtures, finances, and brings these stories to audiences worldwide. The future looks limitless, and Content India captured that sense of possibility perfectly.” — Manoj Dobhal, CEO and Executive Director, Dish TV India
