Digital Leads, India Redefines Media Playbook: Kevin Vaz

By Pickle March 28, 2026

In India’s media revolution, we’re not just creating content—we’re shaping culture, connecting millions, and setting the pace for the world to follow, says , Kevin Vaz CEO of JioStar.

At the recent launch of the FICCI–EY Media & Entertainment Report 2026, industry leaders, creators, and innovators gathered to celebrate and reflect on a sector in the midst of transformation. , CEO of JioStar, Kevin Vaz took center stage with an address that set the tone for India’s media and entertainment journey—one defined by scale, convergence, and transformation.

“If I had to sum up 2025 in three words, it would be—scale, convergence, and transformation,” Kevin Vaz began. The numbers tell a compelling story: the industry has surged to Rs 2.78 trillion, outpacing GDP growth and shattering previous estimates. This momentum signals not just expansion but a robust foundation for what lies ahead.

But for Kevin Vaz, the heart of the story lies not just in the magnitude of growth, but in its nature. “Digital has emerged as the largest segment. From advertising to subscriptions to commerce, it is reshaping how content is monetized and how audiences engage with it.” Yet, this is not merely a digital takeover—it’s an era of addition, not replacement.

A True Multi-Screen, Multi-Format Success

India, Kevin Vaz noted, is evolving into a multi-screen nation—embracing mobile, linear TV, connected TV, films, and even print. The resurgence of large screens and the rise of connected TV are especially notable, as they reinforce, rather than compete with, other formats. “This is a true multi-format success story,” Kevin Vaz emphasized.

Nowhere is this synergy more evident than in the world of sports—a space where India continues to celebrate together, even in an on-demand, personalized era. “Sports don’t fragment audiences. They unite them—just on different screens,” he said, highlighting how events like the ICC Men’s T20 World Cup 2026 reached unprecedented engagement, with JioHotstar delivering a record-breaking 72.5 million concurrent streams.

The Expanding Universe: Cinema, Live Experiences, and AVGC

The appetite for shared experience extends beyond sports. Indian cinema witnessed a banner year, with over 1,900 releases and multiple films crossing the INR 1 billion mark—clear evidence that compelling stories continue to draw audiences to the big screen.

Live experiences, too, are becoming larger and more immersive, while the AVGC (Animation, Visual Effects, Gaming, and Comics) sector emerges as a major growth engine. “AVGC is unlocking new formats of storytelling and new global opportunities for India,” Kevin Vaz noted.

The AI Revolution: Creativity Amplified

Beneath these trends, a quieter revolution is underway—one driven by artificial intelligence. Far from replacing creativity, Kevin Vaz argued, AI is “enabling greater personalization, efficiency and scale,” and pushing creators to rethink what is possible. He cited the example of Mahabharat: Ek Dharmayudh, the world’s first AI-produced show, as a testament to how technology can amplify human imagination.

At the same time, he acknowledged the complex debates around AI and copyright, urging policymakers to ensure fair compensation for creators in this new era.

A Global Case Study—and a Call to Responsibility

As the FICCI–EY report shows, India is not just a fast-growing market—it is becoming a global case study in how scale, diversity, and innovation can coexist. But with opportunity comes responsibility: to build platforms people trust, to invest in meaningful stories, and to ensure that pivotal moments—whether on field, screen, or stage—are shared by a connected nation.

Looking ahead, the industry is poised to cross the INR 3 trillion mark by 2027. “The opportunity ahead is massive. But so is the responsibility to shape what comes next,”Kevin Vaz concluded. “Because in this industry, we’re not just chasing growth. We’re shaping culture. We’re influencing conversations. And, on some days, we’re even deciding what the country talks about at dinner.”

As the conversations at the event unfolded, one thing was clear: India’s media and entertainment industry is not just keeping pace with the world—it’s leading the way, one story at a time.

Major Highlights

· The industry grew to Rs 2.78 trillion, outpacing GDP per capita and even surpassing last year’s estimates.

· Digital has emerged as the largest segment, reshaping how content is monetized and how audiences engage with it.

· India is emerging as a multi-screen nation—an ‘AND’ market.

· Connected TV is seeing strong growth, while linear television, mobile, films, and print continue to expand.

· AVGC is coming into its own as a powerful growth engine, unlocking new formats of storytelling and new global opportunities for India.

· Sports don’t fragment audiences. They unite them—just on different screens.

· During the ICC Men’s T20 World Cup 2026, JioHotstar delivered 72.5 million concurrent streams—a global record.

· Cinema had a landmark year, with over 1,900 releases and several films crossing the Rs 1 billion mark.

· AI is enabling greater personalization, efficiency and scale—but perhaps most importantly, it is pushing us to rethink creativity itself.

· India is no longer just one of the fastest-growing media markets in the world. It is becoming a global case study in how scale, diversity, and innovation can coexist.

· Looking ahead, the industry is set to cross Rs 3 trillion by 2027.