- Industry Report: The Indian Entertainment Market
- Leading Indian Entertainment Brands
- Exploring the Diverse Categories of Entertainment
- OTT Platforms
- Fantasy Sports
- Music Streaming Platforms
- Radio Platforms
- Television and Broadcasting Channels
- Entertainment Platform Marketing Campaigns: Strategies, Collaborations, and Content Trends
- Conclusion
Industry Report: The Indian Entertainment Market
The Indian entertainment landscape thrives as a dynamic fusion of tradition and innovation, where television’s enduring appeal intersects seamlessly with the expansive influence of digital platforms. Industry leaders like Zee5, known for streaming award-winning shows and hosting the iconic Zee Cine Awards, and JioCinema, which brings massive viewership to formats like Bigg Boss and sports leagues such as the ISL, are reshaping audience engagement. Sony TV continues to captivate with legacy programming like Indian Idol and The Kapil Sharma Show, reinforcing television’s deep cultural roots.
Rather than replacing one another, traditional and digital platforms have evolved into complementary forces, each playing a crucial strategic role. The rise of free content platforms such as Amazon MiniTV, offering popular series like Yeh Meri Family Season 4 via the Amazon Shopping app, and aggregators like Tata Play Binge, which gives unified access to providers including Hungama, Prime Video, and Zee5, exemplify the shift toward convenience and variety in content consumption.
Meanwhile, radio powerhouses like Radio Mirchi remain relevant by amplifying cultural moments, events, and social causes. Music streaming services like Spotify drive personal and immersive entertainment experiences, while Instagram-led influencer marketing continues to shape consumer perception and engagement across demographics.
Together, cinema, OTT, television, radio, and social media create a unified entertainment ecosystem that not only resonates across India but also amplifies its cultural voice worldwide.
Leading Indian Entertainment Brands
Podcast production, event partnerships (e.g., Jaipur Literature Festival); modern radio innovator.
Exploring the Diverse Categories of Entertainment
From OTT platforms and music streaming services to radio broadcasters and television channels, each entertainment category is shaped by distinct content strategies, audience preferences, and influencer-led campaigns. Here’s a closer look at category-wise insights and brand positioning:
OTT Platforms
The OTT platforms market in India pulses with diverse entertainment, offering vast libraries of movies, series, and reality shows. Consumers crave fresh, regional, and free content, fueling a vibrant sector where global giants and local players compete fiercely.
This market blends established titans with niche innovators. Netflix captivates with originals like The Great Indian Kapil Show, while Amazon Prime Video shines with Call Me Bae and regional hits. JioCinema dominates with Bigg Boss 18, bolstered by the $8.5B Reliance-Disney merger. Sony LIV drives engagement with Shark Tank India, and Zee5 champions Pollywood awards. Emerging platforms like Mubi India and Hungama Play cater to curated cinema and originals. Growth is propelled by free streaming on MX Player, AI-driven personalization, and regional content. Aggregators like Tata Play Binge, brand tie-ups, and smart TV integrations amplify appeal, powering this market’s dynamic, viewer-centric evolution.
Don’t miss the drama, the suspense, and the ultimate showdown!
Catch the #BiggBoss18GrandFinale on 19th January at 9:30 PM, streaming exclusively on @officialjiocinema.
Yeh Un Dinon Ki Baat Hai nostalgia hits different
Relive the timeless moments of Naina & Sameer!
All rights reserved by @sonylivindia.
This video is for entertainment purposes only – no copyright infringement intended.
The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are officialjiocinema (989 reels), netflix_in (688 reels), primevideoin (452 reels), zee5 (354 reels), sonylivindia (275 reels), mxplayer (223 reels), theviralfever (136 reels), hoichoi.tv (124 reels), discoveryplusin (43 reels), hungama_play (37 reels), manoramamax (26 reels), sunnxt (20 reels), mubiindia (20 reels), planetmarathiott (18 reels), and erosnow (16 reels)
Fantasy Sports
The fantasy sports market in India thrives on adrenaline-fueled fandom, with cricket at its core. Fans crave immersive, rewarding experiences, driving a dynamic sector where digital innovation meets sporting passion.
This market blends titans with bold newcomers. Dream11 leads with star-studded campaigns and IPL partnerships, while My11Circle captivates with match-specific thrills. WinZO and SportsBaazi innovate with live match Q&As, and SixerGame redefines play with fantasy player stocks. Emerging platforms like Vision11 tap social media stars via ECL T10, and Khiladi Adda diversifies with Rummy. Growth is fueled by cricket’s dominance, real-time engagement, and lucrative rewards. Celebrity endorsements—Rohit Sharma, Kriti Sanon—and viral reels amplify appeal. Strategic league tie-ups, Amazon promotions, and risk disclaimers shape this market’s vibrant, fan-driven evolution.
Hyderabad’s batting is on fire! But why just watch when you can play with them?
Buy fantasy stocks of your favorite players on @sixergame and experience cricket like never before!
“Aadha Fan” Horror Legend 👻🏏
Cricket ka asli horror tab shuru hota hai jab Aadha Fan reh jaata hai!
Don’t just watch — Poora Fan Bano with @dream11 during the ICC Women’s T20 World Cup!
Support Team India and join the game now.
#Ad | Play responsibly. This game may be habit-forming or financially risky.
The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are dream11 (29 reels), vision11official (23 reels), sixergame (12 reels), winzo_official (6 reels), my11circle (6 reels), sportsbaaziofficial (5 reels), mymaster11official (4 reels), khiladiadda (4 reels), officialhowzat (3 reels), official.bigcash (3 reels), and firstgamesofficial (3 reels)
Music Streaming Platforms
The music streaming platforms market in India vibrates with diversity, delivering a symphony of regional and global sounds. Listeners crave vast libraries and engaging features, fueling a dynamic sector where innovation harmonizes with cultural resonance.
This market blends global giants with regional players. Spotify, commanding 26% of streams, leads with Wrapped campaigns and Radar playlists, while Apple Music and Amazon Music amplify new releases. JioSaavn and Wynk shine with Marathi and Punjabi hits, and Gaana elevates sound with Dolby Atmos. Emerging platforms like Hungama Music diversify offerings.
Growth is driven by India’s internet boom, localized Tamil and Telugu content, and podcast expansion.
Unique approaches—Spotify’s audiobook trials, YouTube Music’s video integration—amplify appeal. Brand tie-ups, Amazon promotions, and artist collabs power this market’s rhythmic, listener-centric evolution.
Featuring top creators like Tejas Shetye, Mrunali Shirke, Manish Shetye, and more — this is your Diwali anthem and beyond.
Stream now on @amazonmusicin
Anirudh x Spotify = A musical wave we can’t get enough of! 🌊🔥
From chart-topping hits to unforgettable background scores, Anirudh’s journey now has a new beat — powered by @spotify and @spotifyindia.
The figure on the right illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are spotifyindia (277 reels), youtubemusic (193 reels), amazonmusicin (91 reels), jiosaavn (52 reels), gaana (43 reels), and wynkmusic (23 reels)
Radio Platforms
The radio platforms market in India hums with cultural resonance, weaving music, talk shows, and community engagement. Listeners crave celebrity interactions and local relevance, fueling a vibrant sector where tradition meets digital innovation.
This market is led by established giants. Radio City India partners with TPL and SMINCO, while Fever FM’s Bharat Positive inspires. Red FM powers festivals like South Side Story, and BIG FM‘s AI-generated songs on bigdhun.com captivate. Mirchi Plus marathon and Radio Mango‘s Kozhikode tales shine.
Growth is driven by event tie-ups—TPL, Jaipur Lit Fest—and regional content in Marathi and Tamil. Unique approaches, like BIG FM’s digital detox and Red FM’s award-winning status, amplify appeal. Social campaigns and Amazon promotions power this market’s dynamic, listener-centric evolution.
The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are bigfmindia (67 reels), redfmindia (65 reels), feverfmofficial (48 reels), radiocityindia (47 reels), mirchiplus (41 reels), magicfmmumbai (23 reels), radionasha (21 reels), radiomango (21 reels), 94.3radiooneindia (21 reels), kukufm (20 reels), ishqofficial (20 reels), and suryanfm (13 reels)
Stand-up fire meets tangy candy vibes in this savage roast sesh with @one_by_two & @feverfmofficial 💥
Candyman Sourzzz isn’t just a treat—it’s a mic drop moment in your mouth! 🍬⚡
Unfiltered, unapologetic, unforgettable.
@mymalishka teams up with @hi_zuno to spread the word on safe driving with Zuno’s Pay How You Drive add-on cover!
Renew your Zuno Car Insurance and unlock rewards just by driving safe.
Her boyses are on board—are you? 😎
Television and Broadcasting Channels
The television and broadcasting channels market in India pulses with diverse storytelling, blending traditional TV with digital streaming. Viewers crave celebrity-driven reality shows and regional content, fueling a vibrant sector where innovation meets cultural resonance.
This market unites legacy broadcasters with digital pioneers. Zee TV, Star Plus, and Sony TV lead with dramas, reality hits like Bigg Boss, and regional channels like Zee Tamil. NDTV delivers news and lifestyle, while Colors TV and Discovery Channel diversify with social campaigns. Emerging platforms like Disney+ , Hotstar and JioCinema, bolstered by the $8.5B Reliance-Disney merger, redefine access. Growth is driven by multi-platform content, immersive tech like 3D holographs, and event partnerships—IIFA, WAVES 2025. Social media engagement and Amazon promotions amplify appeal, powering this market’s dynamic, viewer-centric evolution.
Yashraj Mukhate collaborates with Star Sports and JioCinema in a paid partnership to create the T20 Cricket Anthem celebrating 18 years of the IPL!
Simra Khan collaborates with Zee TV in a paid partnership to promote the powerful TV drama #JagritiEkNayiSubah 🌅
The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are natgeoindia (771 reels), vijaytelevision (374 reels), sonytvofficial (293 reels), starsportsindia (288 reels), starplus (257 reels), colorstv (242 reels), zeecinema (216 reels), timesofindia (201 reels), zeemarathiofficial (181 reels), mtvindia (181 reels), discoverychannelin (179 reels), zeetamizh (176 reels), suntv (157 reels), animalplanetindia (152 reels), zeetv (150 reels), sports18.official (135 reels), hindustantimes (116 reels), ddnews_official (95 reels), and aajtak (94 reels)
Entertainment Platform Marketing Campaigns: Strategies, Collaborations, and Content Trends
This section highlights the diverse marketing strategies employed by entertainment platforms in India, focusing on content-led campaigns, brand partnerships, and thematic collaborations. These initiatives not only amplify audience engagement but also strengthen platform positioning across niche and mass-market segments.
Marketing Campaigns:
Brands are using educational content to connect with niche audiences and promote meaningful engagement.
Nat Geo India, Animal Planet, BBC Earth, and Discovery collaborated to promote wildlife photography and conservation, appealing to eco-conscious viewers through informative and visually rich content. The campaign focused on nature education, fostering awareness and appreciation for the environment.
This approach highlights how brands can build engagement by aligning with educational and purpose-driven themes.
Brand Collaborations:
Brands are partnering to create immersive lifestyle experiences that blend entertainment, travel, and everyday moments.
Spotify India teamed up with Indigo 6E for the #6EShuffle campaign, offering personalized playlists for travelers, merging music with the travel experience. Meanwhile, Netflix collaborated with Curly Tales on a celebrity recipe segment, blending entertainment with culinary storytelling to engage lifestyle audiences.
These collaborations demonstrate how brands are innovating through cross-industry partnerships to deepen consumer connection.
Lifestyle Promotions:
Brands are weaving entertainment into lifestyle narratives to resonate with specific audience interests and cultural trends.
Amazon Prime Video promoted Bandish Bandits, spotlighting trending shows and historical dramas that appeal to fans of music and cultural storytelling. At the same time, MTV India leaned into gym and lifestyle content, channeling youthful energy through its Roadies show to connect with Gen Z audiences.
These campaigns show how platforms use lifestyle-driven content to engage viewers and amplify cultural relevance.
Conclusion
The Indian entertainment market in 2025 is a dynamic fusion of traditional TV, OTT platforms, and influencer-driven content. OTT platforms continue to thrive with free content and aggregator apps, while television and radio remain integral to the media landscape, complementing digital platforms. Influencer collaborations and strategic partnerships, like those seen with Zee5, JioCinema, and JioCinema’s tie-up with ISL, have expanded brand reach and viewer engagement.
Looking ahead, untapped opportunities lie in rural markets and regional content, while technological advancements like AI-driven recommendations and VR streaming will enhance user experience. To remain competitive, brands must embrace tech innovation, deepen influencer partnerships, and expand content offerings to diverse audiences. Balancing India’s cultural heritage with global accessibility will be key to maintaining relevance in this rapidly evolving entertainment market.
Lists of top brands
OTT Platforms
Fantasy Sports Platforms
Music Streaming Platforms
Radio Stations
