Streaming platforms surpassed television in Indian content investment in 2025.
A pivotal shift has occurred in the Indian media landscape as streaming platforms have officially overtaken traditional television in content investment. According to a report by Media Partners Asia (MPA), streaming services now account for 46% of total content expenditure in 2025, while television’s share has contracted to 42%.
This transition marks a structural turning point for private equity and venture capital investors monitoring the region’s media and entertainment sector. The realignment of capital flows reflects a broader consumer migration toward digital-first consumption patterns, compelling production houses and media conglomerates to reallocate budgets to meet the demand for high-quality, on-demand content.
The MPA report further highlights that the evolution of the market is not limited to India. Regional markets such as Vietnam and Indonesia are witnessing a surge in local film production, supported by robust box office performances. This regional growth is providing new exit opportunities for investors and signaling a maturation of local content ecosystems.
Furthermore, the industry is undergoing significant consolidation. In markets like India and South Korea, larger players are absorbing smaller production entities to achieve economies of scale. For institutional investors, this consolidation trend is critical, as it alters production economics and increases the barrier to entry for smaller, independent studios.
As these markets continue to integrate digital-first strategies, the focus for investors remains on companies that can demonstrate sustainable monetization models beyond initial content spend. The decline in television’s dominance underscores the necessity for media companies to pivot toward hybrid models that balance linear reach with the high-engagement potential of streaming platforms.
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