India’s media and entertainment industry is all set for a paradigm shift, with digital advertising spends expected to grow at an annual rate of 33.5% over the next five years, as the overall industry size increases by 14.3%, according to a Ficci-KPMG study.
The report, titled The Future: Now Streaming, analyses growth in the media and entertainment industry, forecasting it to grow to R2,26,000 crore by 2020, with TV contributing the highest Rs 1,09,760 crore, followed by print (Rs 41,250 crore), digital advertising (Rs 25,520 crore) and films (Rs 22,730 crore). A further analysis of data shows that, in terms of advertising revenues, while TV would lose only 2% market share till 2020, print—continuing with the trend seen since 2010—is expected to lose more than 11% share to digital advertising. In fact, digital advertising revenues have increased 9 percentage points over the last half a decade, from 3.8% share of total advertising spends in 2010 to 12.7% in 2015, with share expected to double to 26% in 2020.
The report highlights that with only 27% of the country connected via internet and local language barriers, digital advertising would still take some time to catch up with print. A growth in digital advertising would not only diversify the market for entry by new players, but also open up a new revenue stream for the government, which is working on a equalisation levy for digital platforms that do not have a permanent establishment in India.