Young person watching vertical video on a smartphone in an Indian urban street.
New Delhi, India – India’s prominent media conglomerates, including Yash Raj Films, Zee Entertainment, and Saregama, are pivoting their growth strategies towards mobile-first entertainment. This strategic realignment involves significant investments in digital-first platforms and the burgeoning creator-led business ecosystem.
The move is a direct response to the rapidly expanding mobile-first consumer base in India. These legacy studios are focusing on developing new intellectual property tailored for emerging formats, such as micro-dramas and vertical video content, which are increasingly popular among younger demographics consuming content primarily on their smartphones.
This strategic shift underscores a broader trend within the media sector, where established players are adapting to evolving consumption patterns and technological advancements. By embracing these new entertainment formats, Yash Raj Films, Zee Entertainment, and Saregama aim to secure future growth and maintain their market relevance in a dynamic digital landscape.
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