Indian media and entertainment is scripting a new story - EY
OTT allows for more diverse, niche storytelling that might not find space in traditional, mainstream cinemas. 3. The Enduring Power of Television
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In 2026, OTT platforms such as Netflix, Amazon Prime Video, and Zee5 are not just alternative media; they are primary drivers of entertainment.
Television, introduced in India in the 1970s, gained popularity in the 1990s with the advent of private channels. The Indian television industry has grown significantly, with a wide range of channels offering diverse content, including news, entertainment, sports, and education. Popular TV channels like Zee TV, Colors, and Star Plus have become household names, offering a mix of drama, comedy, and reality shows. Indian media and entertainment is scripting a new
India's entertainment industry is not just growing; it is . The consumer is in control, switching effortlessly from a TV soap to a Reel, then to a 4K blockbuster on an OTT app, and finally to a live-streamed gaming session. With revenues projected to reach ₹3.3 trillion by 2028, the sector stands as a pillar of the modern Indian economy. As the lines between Bollywood, regional cinema, YouTube, and streaming blur, one thing is certain: the world’s attention is firmly fixed on India’s screens.
StarPlus maintained its leadership in the Hindi GEC (General Entertainment Channel) ratings with a potent mix of strong female-led narratives and successful revivals. The iconic show Anupamaa continued its reign, with a spectacular TRP of 3.1, while the return of Kyunki Saas Bhi Kabhi Bahu Thi 2 cemented the channel's dominance. The success of these shows underscores that well-written, emotionally resonant family dramas continue to have enduring power on Indian television. This link or copies made by others cannot be deleted
While digital grows, cinema continues to re-establish itself by producing "event cinema"—films meant for the big screen experience.
If cinema is the oxygen of Indian media, Over-The-Top (OTT) streaming is the steroids. The arrival of Netflix and Amazon Prime in the late 2010s, followed by local titans Disney+ Hotstar, ZEE5, Sony LIV, and JioCinema, unlocked a creative explosion that the big screen could never contain.
In the global lexicon of popular culture, two names have long dominated: Hollywood for cinema and the West for streaming music. However, over the last decade, a third, more raucous contender has not just entered the arena but has reshaped the rules of engagement entirely. That contender is India.