New Delhi, May 4, 2025 — AI in media industry India is driving transformation in the media and entertainment (M&E) sector, with the potential to boost revenue by 10% and cut costs by 15%, according to a new Ernst & Young (EY) report unveiled at the WAVES Summit.
Titled “A Studio Called India: Content and Media Services for the World,” the EY report highlights how AI is not just transforming production and distribution—it’s reshaping India’s role on the global creative stage.
🎬 AI’s Impact Across the Media Value Chain
Moreover, from content creation and campaign optimization to hyper-targeted distribution and localization, AI is embedded into every touchpoint of the media journey.
“AI is becoming integral to how stories are told and monetized,” the report states. OTT platforms in India are already harnessing Generative AI for:
Personalized content recommendations
Region-specific targeting
Dynamic ad insertions
Real-time pricing optimization
Automated dubbing and subtitling
These innovations make AI a critical enabler of faster content turnaround and multilingual scaling, especially for international releases.
🇮🇳 India’s AI Advantage: Where Creativity Meets Code
EY notes that India is uniquely positioned to lead this transformation, thanks to a convergence of:
A deep technical and creative talent pool
Cost-effective VFX and post-production units
An expanding GenAI startup ecosystem focused on M&E
English proficiency and cultural diversity
“India’s mix of tech talent and creative expertise makes it a strategic node in the global AI-M&E value chain,” EY emphasized.
Indian firms are now deploying AI-powered tools such as VisualDub5, which localizes global content with precision lip-syncing and cultural fidelity—key for high-visibility projects like celebrity ads and trailer releases.
📱 Creator Economy + AI = Massive Employment Potential
India’s media landscape is also being reshaped by the booming creator economy and government support:
A proposed $1B fund for content creators
Plans for an Indian Institute of Creative Technologies in Mumbai
Surge in digital-first jobs in influencer marketing, content strategy, and social media management
As of 2025, the sector employs 2.8 million people, with 10 million more in indirect roles, particularly across events, music, gaming, and digital content production.
🎯 OTT, Gaming, and Digital Lead the Hiring Boom
Segments such as online gaming, digital platforms, and OTT streaming are the fastest-growing when it comes to direct employment. The demand for AI-literate creative professionals is on the rise, including:
3D and VFX artists
Content personalization experts
AI-powered campaign analysts
Cross-platform content translators
🌍 India: A Magnet for Foreign Media Investment
The EY report concludes with a strong call to international studios and investors:
“India’s M&E sector presents a lucrative opportunity—with favorable FDI norms, co-production incentives, and a globally scalable content infrastructure.”
With its vibrant tech-savvy workforce, cost efficiencies, and diverse storytelling culture, India is well-positioned to be a world-leading media services exporter by 2030.
🔍 Key Takeaways: EY’s AI & M&E Report Highlights
AI adoption in Indian media can boost revenue by 10% and reduce costs by 15%.
India’s creative-tech ecosystem is fast becoming a global hub for content production and localization.
OTT and digital platforms are investing heavily in AI for personalization and monetization.
India’s creator economy, AI startups, and government-backed initiatives are reshaping jobs and export potential.
Foreign studios are invited to tap into India’s talent, tools, and tech edge.
