The Indian film industry is known for its brilliance, its vitality and its theatre as one of the biggest cinemas in the world. In the context of the birthplace and name of "Bollywood" in India, the city of Mumbai is especially important. And while Hindi film industry dominates the multimillion-dollar rubber industry in net worth, a number of other movie hubs across the country, including Telugu, Tamil, Marathi, Bhojpuri, and Bengali, distinguish regionally.

Be any Indian festival or International festival like Christmas and the new year at over time, Indian movies have always created a large platform to encourage the lives of people. Today, films have become one of the most popular and powerful communication and entertainment methods. Films play a path-breaking part, not only in India but around the world, in developing or addressing the contemporary problem.

In the last two centuries, the Indian film industry has gone a long way. Three hours of drama, dialogues, tears, songs and dances are witnessed by a large number of people around the world today. In the most different parts of the world, our cinema brand is dubbed, subtitled and thriving.

One of the main success factors for these films is to identify concepts that appeal to people around the world from within Indian topics. In recent times non-traditional markets have shown interest in the Indian content, including Taiwan, China, Turkey, Russia and Germany. Indian actors like Salman Khan, Hrithik Roshan and Priyanka Chopra, Dhanush, Suriya, in front of many western stars, are known for being the most talented in their fields. Likenwise, the mainstream audience as well as non-conventional markets have brought in our indian contents or content based on Indians as Life of Pi, Dangal, Soorarai potru and Secret Superstar. Artist is more aware that fans worldwide make a specific effort to reach them through personal market visits or interactions with social media. artists know that they have fans all over the world.

The Indian media industry has enormous scope for growth in all segments due to rising incomes and changing lifestyles. Media is consumed by audiences across demographics and avenues such as television, film, out-of-home (OOH), radio, animation, and visual effects (VFX), music, gaming, digital advertising, and printing. India's media and entertainment industry is expected to grow by 3.24% between 2019-20 and 2021-22 to US$25.56 billion by 2021-22 as a result of accelerated digital adoption among users across geographies.

The M&E segment is increasing at approximately 25% in the Animation, Visual Effects, Gaming and Common Facts (AVGC) sector, and is recognised as one of the government sectors champions in India. Audiovisual and services sectors are increasing at an increase of ~25%.

Independently of the Rs. 726 billion (USD 9.94 billion) of FY20, the projected annual revenue for FY22 is estimates of 789 billion (USD 10.81 billion). India has projected 4.3% increase in advertising sales from FY20 to FY22 to CAGR. The projected achievement would be limited to FY23; digital advertising revenue is likely to be higher than the FY21 television advertising revenue. The second largest Indian advertising medium has emerged from digital advertising and generated revenue in FY20 of Rs. 199 crore (USD 2.73 billion).

The television market was Rs. 778 billion (USD 10.66 billion) by 2020. It is estimated that by 2022 the market will reach Rs. 769 billion (USD 10.53 billion). The annual revenue of TV broadcasters increased by 13% in the FY20 to Rs. 420 billion (USD 5.75 billion). The share of subscribed revenues in broadcasters' total revenues grew from 32.4% in FY19 to 37.7% in FY20. in FY19.

The Media and Entertainment Outlook 2020 indicates that by 2024 India is probably the sixth biggest streaming market (over the top) in the world. A 28.6 percent CAGR is expected to produce a sales volume of 2.9 billion US$ in the next four years.

“OTT will have it’s own viewers and will not a permanent choice that will affect the other medium of entertainment. People’s mind are subject to speculation. In America, OTT has developed a decade ago but still there are movies that overtake them. It can be rather said as a dual opportunity for a person like me who have got to work in both field. It’s not the time to see which will take over what rather filmmakers should now consider web series as a important medium that will be successful in certain ways. Web series will create it’s own platform and compliment the growth of other sections of the media industry” Words from Prasad Mugrugasan, Director.[1] 

As a result of this technological transition, the Cinema and OTT Platform have emerged as one of the most preferred advertising platforms, as well as Entertained Platforms, with many angles to connect with their last mile audience.