MUMBAI: As 2024 draws to a close, India's media and entertainment sector has undergone a profound transformation, reshaping how content is created, distributed, monetised and consumed. The industry's trajectory is no longer defined by linear growth but by convergence – a blending of formats, technologies, and audience experiences. This article explores the standout trends of 2024 that have positioned India at the forefront of the global media revolution.
The Rise of Unified Media Ecosystems
In 2024, the fragmentation of content across platforms prompted a surge in unified media ecosystems. Major players integrated cable, satellite, and OTT services into seamless bundles. Partnerships like those between Tata Play and JioCinema offered consumers a singular subscription covering live TV, streaming, and interactive content. The merger of Disney+ Hotstar and JioCinema under the JioStar brand will further demonstrate this trend, combining Disney’s extensive content library with Jio’s robust technological and distribution infrastructure.
These developments addressed subscription fatigue by offering cost-effective and convenient bundled services. As telcos and streaming players increasingly leaned towards unified offerings, the next pivotal step emerged – creating singular OTT platforms to integrate multiple streaming services under one roof. Scalable and modular architectures have become essential, enabling flexibility and customisation to accommodate evolving service bundles and diverse consumer preferences. This shift underscores the industry's adaptability in meeting the complex demands of modern consumers.
Sports Broadcasting Reinvented
India’s sports media landscape saw unprecedented innovation in 2024. Beyond traditional cricket broadcasts, kabaddi, football, and esports embraced hybrid delivery models. Augmented reality (AR) features allowed fans to experience matches with real-time statistics and dynamic visuals, while 5G-enabled immersive experiences brought stadium energy into living rooms.
Regional sports leagues also thrived by leveraging vernacular commentary and localised marketing, broadening their appeal and strengthening connections with diverse audiences. These efforts not only amplified audience engagement but also positioned regional sports as valuable contributors to India's overall sports media ecosystem.
AI, Advertising, and Live Commerce Converge
Artificial intelligence, innovative advertising, and live commerce emerged as interconnected forces shaping the media landscape in 2024. AI-driven personalisation powered hyper-targeted recommendations and dynamic content delivery, tailoring experiences to individual, regional, or similar preferences. This capability extended into advertising, where AI analytics enabled micro-segmentation and dynamic ad formats. Brands also experimented with shoppable media embedded directly into OTT platforms, allowing users to interact with ads and make purchases seamlessly.
Live commerce further transformed engagement by integrating real-time shopping into live events. Cricket telecasts, for instance, featured exclusive merchandise drops available for purchase during key moments. Platforms with modular architectures and seamless third-party integrations supported these innovations, unlocking new revenue streams and enhancing viewer interactivity. These advancements reflect a significant evolution in how audiences engage with content and commerce simultaneously.
Content Without Borders
In 2024, Indian content flourished on the global stage. Platforms like Netflix and Amazon Prime Video promoted Indian originals, while regional OTT platforms expanded into south Asia, the Middle East, and Africa. This cross-border success highlighted the universal appeal of culturally rich narratives.
International co-productions became more common, with Indian creators collaborating with global studios. Flexible monetisation models, including ad-supported, subscription-based, and hybrid offerings, enabled experimentation and growth, allowing platforms to cater to diverse audience needs. This trend underscores the global demand for authentic storytelling and India’s role as a leading content powerhouse.
Collaborative Ventures and Audience Co-Creation Redefine Engagement
Collaborative ventures between creators, platforms, and brands surged in 2024. Co-productions between Indian and international studios introduced fresh storytelling perspectives, while brands acted as content producers, funding original series that aligned with their ethos.
Audiences also became active contributors, engaging in interactive storytelling, user-generated content campaigns, and fan-led initiatives. This participatory approach fostered loyalty and transformed viewers into brand advocates. Platforms embracing flexible monetisation strategies and modular architectures capitalised on this trend, delivering sustainable revenue through community-driven content models. Such initiatives highlighted the importance of deeper connections between creators and audiences in driving content innovation.
Looking Ahead: 2025 and Beyond
As we step into 2025, the role of technology in shaping India's media landscape cannot be overstated. Scalable, modular platforms will be critical in enabling media companies to grow and adapt without overhauling their infrastructure.
These technological advancements will not only enable cost-effective scaling but also foster innovation, allowing the industry to explore new content formats, distribution models, and audience engagement strategies.
India’s media and entertainment sector is poised to lead the way in leveraging technology for inclusivity and innovation. By embracing modularity, scalability, and flexibility, stakeholders can address the complexities of a rapidly evolving market, ensuring sustained growth and global relevance.
The author is country manager India, Deltatre.
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