India: The World’s Hottest Studio Lot, says EY Report

By Pickle  May 3, 2025

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India’s rise as a global content hub takes center stage with the unveiling of Ernst & Young’s report, “A Studio Called India,” at WAVES 2025 on May 3. The report showcases India’s growing influence in the global Media and Entertainment (M&E) sector, driven by its digital market expansion, cultural diversity, and advanced production capabilities.

Key highlights include digital media surpassing television as the largest M&E segment, contributing INR 800 billion (US$9.4 billion) in 2024, and India producing 200,000 hours of original content, including 1,600 films and 20,000 songs.

The report also notes a 40-60% cost advantage in animation and VFX, a skilled workforce, and a surge in live events, with over 30,000 hosted in 2024. India’s content is gaining international traction, with 25% of global OTT platform views originating outside the country.

With 2.8 million direct and 10 million indirect jobs, India’s M&E sector is a creative and economic powerhouse, leveraging AI and new technologies to redefine global content creation.