2025年数字广告报告

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DIGITAL

ADVERTISINGREPORT2025

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Table

ofContents

FOREWORD04

EXECUTIVESUMMARY10

CHAPTER1.THEINDIANADVERTISINGINDUSTRY12

CHAPTER2.THEINDIANDIGITALADVERTISINGINDUSTRY32

CHAPTER3.EMBRACINGTHEFLUXOFTODAYANDTOMORROW54

RESEARCHMETHODOLOGY85

HarshaRazdan

CEO,SouthAsia,dentsu

04

FOREWORD

There’ssomethingfascinatingabouthowweexperiencetheworld.Thesamemomentcanlookentirelydifferentdependingonwherewestand,howwefeel,orwhatwechoosetofocuson.It’slikeholdingaprismtothelight-turnitoneway,andyouseeonecolour;turnitanother,andanentirelynewspectrumemerges.

Thedigitalworldworksmuchthesameway.It’snotstatic;it’sdynamic,multifaceted,andalivewithpossibilities,offeringnewpatternseverytimeyoushiftyourperspective.Thisyear’sdentsue4mDigitalReport-‘LookingThroughtheKaleidoscope’-invitesustoembracethatfluidity.Iturgesustolookbeyondstraightlinesandfixedtrajectories,toseethedigitallandscapeforwhatittrulyis:acomplex,vibrantinterplayofideas,technology,andhumanconnection.

Weliveinatimewhenit’stemptingtoalwayslookahead-tochasethenexttrend,thenextbreakthrough.Buthere’sthetruth:thepresentiswhereeverythinghappens.Thedecisionswemaketodaydon’tjustprepareusfortomorrow-theyactivelyshapeit.Rightnow,AIisrewritingtherulesofcreativityandpersonalization.Theriseofhybridexperiencesisredefininghowweconnectinphysicalanddigitalspaces.Andconsumersarenolongerpassiveparticipants;they’reco-creators,demandingauthenticityandexperiencesthatresonateonadeeperlevel.

Whatstandsouttome,though,isthateveninaworldpoweredbyalgorithmsandautomation,thehumanelementremainsirreplaceable.Thebestideas-theonesthattrulytransformindustries-don’temergefromdataalone.Theycomefromadeepunderstandingofpeople:theirhopes,fears,anddesires.Thisiswhatmakesthedigitalworldsopowerful.It’snotjustabouttechnology;it’saboutusingthattechnologytocreatemomentsthatmatter.

Thisreportisn’taforecastoraprediction.It’sacelebrationofthehereandnow.It’saguidetonavigatingthecomplexityofourtimeswithclarityandpurpose.Becausemuchlikethatprisminthelight,thedigitalworldoffersendlesspossibilities-italldependsonhowyouchoosetoseeit.

Thequestionis:areyoureadytoembracethepresent?

Dr.AnnuragBatra

ChairmanandEditorinChief,BWBusinessWorldFounder,exchange4mediaGroup

06

FOREWORD

ThelatestDentsue4mDigitalReport2025putsforthafascinatingpictureofhowtheIndianadvertisingindustryisevolving,largelydrivenbydigitaltransformation,changingconsumerhabitsandtheunstoppableriseoftechnology.

Overthepastyear,digitalhasfirmlyestablisheditselfasthepowerhouseofadvertising,reshapingeverythingfrommediaconsumptiontobrandstorytelling.TraditionalchannelslikeTVandprintstillholdtheirgroundbutthemomentumisclearlyshiftingtowardssocialmedia,onlinevideoandprogrammaticadvertising—allfuelledbydata-drivenstrategiesandanever-growingdigital-firstaudience.

Oneofthebiggesttakeawaysfromthisyear’sreportisthechangingfaceofengagement.Digitalmediaisn’tjustaboutvisibilityanymore;it’saboutconnection.Brandsaren’tjusttalkingtoconsumers—theyarecraftingimmersive,hyper-personalizedexperiencespoweredbyAIandreal-timeinsights.Theriseofretailmediaandunifiedcommerceismakingthisevenmoreseamless,blendingonlineandofflinetouchpointstocreatefrictionlessbrandjourneys.

WhileFMCGcontinuestodominateadspends,weareseeingsomeexcitingshifts.Thetravelsectorismakingabigcomeback,drivenbyasurgeindomestictourismcampaigns,whiletelecomande-commercebrandsaredoublingdownondigital,allocatingahugechunkoftheirbudgetstoonlineplatforms.Short-formvideoisquicklybecomingthego-toformat,capturingaudienceswithsnackable,engagingcontentthatmergesentertainmentwithcommerce.

Anotherfascinatingtrendthereporthighlightsistheevolvingtoneofadvertising.Humour,whichhaslongbeenastapleofIndianadvertising,isnowmakingroomformindfulness-drivenstorytelling,especiallyforMillennialandGenZaudiences.Theseconsumerswantbrandstobemorethanjustsellers—theyexpectthemtoreflecttheirvalues,createmeaningfulconversations,andfostercommunity-drivenengagement.

Andthenthere’sAI.Nolongerjustabehind-the-scenesplayer,generativeAIisnowactivelyshapingcreativity,streamliningdecision-makingandhelpingbrandsproducesmarter,moreemotionallyresonantcampaigns.Thephygitalrevolution—wherephysicalanddigitalretailexperiencesmerge—isalsoensuringthatbrandsstayconnectedwithconsumersacrossurbanandrurallandscapes,offeringaccessibilitylikeneverbefore.

Attheheartofallthischange,onethingisclear:theadvertisingindustryisataninflectionpoint.We’reinakaleidoscopicstateofflux,wheretechnologyandcreativity,dataandstorytelling,commerceandcultureareallmergingtoredefinewhateffectivemarketinglookslike.

TheDentsue4mDigitalReport2025capturesthisshiftinallitscomplexity,offeringaglimpseintothefutureofadvertising—aworldwhereinnovation,personalizationandengagementwilldefinesuccess.

NawalAhuja

Co-Founder,exchange4media

08

FOREWORD

Thepastyearmarkedatransformativechapterindigitaladvertisingandmarketing,bothinIndiaandglobally.Asweenter2025,reflectingonpasttrendswhileanticipatingfuturetrajectoriesbecomescrucialforindustryunderstanding.

India'sexpandinginternetuserbasepositionsthenationattheforefrontofthedigitalrevolution.Thepreviousyearsawincreasedfocusonpersonalization,drivenbyadvanceddataanalyticsandartificialintelligence.Brandsevolvedfrommasscommunicationtoengagingindividualswithtailored,resonantmessages.

Thecountry'sdigitalecosystemisuniquelypositionedatthecrossroadsofrapidtechnologicaladoptionandadiverse,digitallysavvypopulation.

Digitaladvertisingemergedastheindustry'sdominantforce,claimingthelargestshareofadvertisingspend.Artificialintelligenceplayedacentralroleinthisdigitalnarrative,reshapingmarketingapproachestocreativityandefficiencythroughchatbotsandgenerativecontentcreation.Thisadvancementbroughtresponsibilities,particularlyregardingconsumertrustanddatatransparency.AIisnolongerjustabuzzword;ithasbecomethebackboneofhyper-personalizedmarketingstrategies.

Predictivecommercebecamefundamental,enablingpreciseanticipationofconsumerbehaviourwhileenhancingcustomerjourneys.Videocontentmaintaineditssupremepositioninengagementmetrics,withonlinevideoleadingdigitalmediaspendingandprojectedasthefastest-growingchannel.Fromshort-formcontentonsocialplatformstolong-formstorytellingonOTTservices,videomarketingprovedessentialfordeeperaudienceconnections.

Influencermarketingsawremarkablegrowth,expandingbeyondcelebrityendorsementstoincludenichedomainexperts,bringingauthenticitytobrandcampaigns.Omnichannelmarketinggainedunprecedentedmomentumasconsumersmovedseamlesslybetweendigitalandphysicalworlds,demandingconsistentbrandpresenceacrossalltouchpoints.

Despiteeconomicchallenges,innovationthrived,particularlyinprogrammaticadvertising,whichcontributedsignificantlytodigitaladspending.Sustainabilityemergedasacrucialtheme,withconsumersincreasinglysupportingbrandsalignedwithenvironmentalvalues.

Lookingahead,digitaladvertisingstandsonthecuspoftransformation.Advancedtechnologies,evolvingconsumerbehaviours,andpersonalizationarereshapingbrand-audienceconnections.AI-poweredtoolshavebecomeessentialforhyper-personalizedmarketingstrategies,whilevoicesearchandconversationalAIarerevolutionizingSEOapproaches.

AugmentedandVirtualRealityareofferingimmersiveexperiences,bridgingonline-offlineinteractions.Thesocialmedialandscapecontinuesevolving,withemergingplatformsgainingtractionalongsideestablishednetworks.Mobile-firststrategiesremaincrucial,especiallywithadvancingtechnologyinfrastructure.

Contentmarketingisadaptingtoaudiencepreferences,shiftingfromhumour-drivenengagementtomindfulness-focusedstrategiesforyoungergenerations.VernacularcontentgainsimportanceinIndia'sdiverselinguisticlandscape.Successinthisevolvingdigitallandscaperequiresagility,responsibledatausage,andculturallyresonantstorytelling.

ExecutiveSummary

AdvertisingIndustry

Rs1,01,084Cr(~$12.18Bn)

Rs1,07,664Cr(~$12.97Bn)

Rs1,15,460Cr(~$13.91Bn)

6.87%CAGR

2024

2025f

2026f

Digital

Advertising

Industry

Rs49,251Cr(~$5.93Bn)

Rs59,200Cr(~$7.13Bn)

Rs69,856Cr(~$8.41Bn)

19.09%CAGR

10

Thedigitallandscapeisn’tjustchanging-it’sinperpetualmotion,poweredbyreal-timeadvancesindata,technology,andshiftingconsumerbehaviour.AsAI,immersiveexperiences,decentralizedtechnologies,andhyper-personalizationevolve,theyconvergetoignitegrowth,disruption,andtransformation.Thedigitalworldisnolongerabridgetothefuture;itisthefutureunfoldinginrealtime.Inthisdynamicarena,industriesarebeingredefined,andopportunitiesarebeingunlockedatanunprecedentedpace.Tothrive,wemustembracethenow,leveragingthemomentumoftoday’sinnovationstostayaheadinaconstantlyevolvingecosystem.

TheIndianadvertisingindustrygrewby6.3%inthelastyear,reachingamarketsizeofRs1,01,084crorebytheendof2024.By2026,itisprojectedtogrowatacompoundedannualrate(CAGR)of6.87%,reachingRs1,15,460crore.Thedigitaladvertisingsectorwitnessedagrowthof21.1%,closing2024atamarketsizeofRs49,251crore.ItisexpectedtoreachRs69,856croreby2026,withaCAGRof19.09%.

Bytheendof2024,digitalmediaaccountedforthelargestshareofadvertisingspendat49%,followedbytelevisionat28%andprintat17%.By2026,digitalmediaisprojectedtocontribute61%ofIndia’stotaladvertisingspend.Thetelecomsectorleadstheway,allocating66%ofitsmediabudgettodigital,withe-commerce,pharmaceuticals,andFMCGsegmentsfollowingcloselybehind.

Socialmediaandonlinevideoleaddigitalmediaspending,withsocialmediacontributing29%(Rs14,480crore)andonlinevideoclosebehindat28%(Rs13,756crore).Advertisingspendsone-retailplatformscontributeto22.93%ofalldigitalmediaspends.TheFMCGande-commercesectorsarethelargestcontributorstoIndia’sdigitalmediaindustry.Withindigitalmedia,FMCGdirects44%ofitsbudgettoonlinevideo,whilee-commerceprioritizespaidsearch(39%)andsocialmedia(31%).

ThenextchapterofcustomerexperienceisbeingshapedbythefusionofgenerativeAIandhumancreativity,transforminghowbrandsconnectwiththeiraudiences.GenerativeAIspeedsupcontentcreationacrosstext,visuals,andmusic,automatingrepetitivetasksandfreeingupcreatorstocraftricher,morepersonalizedstoriesthattrulyresonate.However,asAI-generatedcontentbecomeswidespread,maintainingauthenticityandemotionaldepthisvital.WhileAIdelivershyper-personalizedcontentwithunmatchedspeed,humancreativityensuresculturalrelevanceandemotionalimpact.BrandsthatmasterthebalancebetweenAIefficiencyandhumaninsightwillfosterdeeper,moremeaningfulconnections.

InIndia’sfast-changingretailmedialandscape,aneweraofcustomerengagementisunfolding,poweredbyreal-timeshoppingdata.Retailmediaenablesregionalbusinessestocompetewithlargerplayersbytailoringcampaignstoindividualpreferences.Thisshiftishelpingbrandscreatemorepersonalized,impactful,andpurpose-drivenrelationshipswiththeirconsumers.

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TheIndianadvertisingindustrygrewby6.3%inthepreviousyear,closing2024withamarketsizeofRs1,01,084crore.Thisgrowthwasprimarilydrivenbythegeneralandassemblyelections,whichtriggeredasignificantsurgeinadspending.Lookingahead,theIndianadvertisinglandscapeispoisedformodestgrowth,withmajorsportingeventssuchasIPL2025,theICCChampionsTrophy,andtheAsiaCup2025,alongwithothercricketingevents,expectedtobekeygrowthdriversthisyear.Theseeventswilloffersignificantopportunitiesforbrandstoengagewithdiverseaudiences,ensuringtheindustry’scontinuedupwardmomentum.

GrowthofIndianAdvertisingIndustry(Rscrore)

ADINDUSTRY

GROWTH

21.8%

1,15,460

18.2%

1,07,664

10.8%

10.8%

9.4%

1,01,084

8.9%

68,475

95,087

6.3%

85,812

6.5%7.2%

62,56472,603

56,471

2016

2017

51,851

519,,91

2018

2019

2020

2021

2022

2023

2024a

2025f

2026f

-12.9%

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GOLDPARTNERS

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Rs.1,15,460crore

Rs.1,01,084crore

6.87%CAGR

2026f

2024

TheIndianadvertisingindustryisprojectedtogrowat6.5%,reachingamarketsizeofRs1,07,664crorein2025.Growthisdprojectedtoacceleratein2026,withtherateincreasingto7.2%,drivingthemarketsizetoRs1,15,460crorebyyear-end.DigitalmediacontinuestoleadthetransformationwithaCAGRof19.09%,reflectingsignificantinvestmentsinonlineplatforms.Keygrowthdriversincludeincreasedspendingonrealityshows,sportscontentacrossTVandOTTplatforms,andlarge-formatprintadvertising.Thesecondhalfof2024laidastrongfoundationforthisgrowth,presentingpivotalopportunitiesforbrandstoengagewiththeiraudiencesthroughdiversechannelsandinnovativecontentstrategies.ThistrajectoryhighlightstheindustryIsadaptabilityandfocusoncapitalisingonemergingconsumertrends.

Keysectorssuchase-commerce,automotive,BFSI,FMCG,andretailcontinuetodominatebothdigitalandtraditionalmedia.Thescaleofoffersandpromotionsacrossretailmedia,e-commerce,andD2Cplatformsisexpectedtobesubstantial,drivingsignificantconsumerengagement.Furthermore,productlauncheswillplayapivotalroleinencouragingconsumertrials,contributingtoariseinoveralladspending.Anotabletrendisthestrongsurgeinruralconsumption,outpacingurbanareas,particularlyintheautomotiveandFMCGsegments.Thisshifthighlightsthegrowingimportanceofruralmarketsinshapingadvertisingstrategiesanddrivingindustrygrowthacrossdiversecategories.

Advertisingspendsonmedia

Digitalmediahasemergedasthelargestcontributortoadvertisingspends,accountingfor49%(Rs49,251crore)oftheIndianadvertisingindustry.Televisionfollowsclosely,contributing28%(Rs28,062crore),whileprintmediaholdsashareat17%(Rs17,529crore).Thisshiftunderscoresthegrowingdominanceofdigitalplatformsinshapingadvertisingstrategiesandcapturingaudienceengagement.

DigitalandOut-of-Home(OOH)advertisinghaveledthechargeinadvertisingspendgrowththisyear,settingthepacefortheindustry.Televisionandprintarealsoexpectedtoseeaboost,drivenbyrealityshowsandfestivecampaigns.Asbrandsprioritizehigh-impactbuys,engagingandinnovativecontentwillbekeytocapturingaudienceattentionacrossplatforms.Successwillhingeonfindingtherightbalancebetweenreachandrelevance,andthosewhostrategicallyleveragethesemediumswillgainacompetitiveedge.

Inrecentyears,theOut-of-Home(OOH)advertisingsegmenthasembracednewformats,suchasdigitaldisplays,airportbillboards,andDigitalOOH(DOOH).OOHadspendreachedRs3,800crorein2023,reflectingaggressiveadoptionbyadvertisers.Lookingahead,OOHisprojectedtogrowataCAGRof10%through2026,drivenbyvariousfactors.The2024generalandassemblyelectionssparkedasurgeinpoliticaladvertisements,furtherboostingOOH’smomentum.DOOHremainsacriticalgrowthdriver,withitsvibrant,high-impactdisplaysgainingpopularityacrossmarkets.DestinationDOOHanddigitalon-roaddisplaysareincreasinglybeingintegratedintomediaplans,highlightingthegrowingshareofdigitalformatsinOOHstrategies.

Infrastructuredevelopmentcontinuestounlockopportunitiesfortransitandmetromedia,whiletherefurbishmentandexpansionofairportsinkeymarketscontributetoinventorygrowth.NewinfrastructureprojectsarefosteringtheexpansionofOOHasanindustry,withtransitmediaemergingasasignificantsegment.Advertisersareincreasinglyadoptingdata-drivenandtechnology-enhancedstrategies,emphasizinglocation-basedplanningandmeasurableoutcomesinOOHcampaigns.PoliticalpartiesmadesignificantinvestmentsinQ12024,capitalizingonOOH’sreachaheadoftheelections.KeysectorssuchasAutomobile,BFSI,FMCG,RealEstate,Retail,andMedia&EntertainmenthaveextensivelyleveragedOOHinearly2024,highlightingitsrelevanceacrossdiverseindustries.ThisdynamicenvironmentpositionsOOHasavitalcomponentoftheadvertisingmix,primedforsustainedgrowth.

18

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GOLDPARTNERS

prsm

Print

Rs17,529Cr

Television

Rs28,062Cr

28%

Radio

Rs1,679Cr

2%

OOH

Rs4,256Cr

4%

Cinema

Rs306Cr

0.30%

Digital

Rs49,251Cr

49%

17%

12%15%17%20%26%29%

EQ\*jc3\*hps40\o\al(\s\up9(Forecastofadvertisin),acrossvariousmedia)

gspends

2%

4%

6%

2%

4%

6%

2%

4%

6%

2%0.5%0.4%

4%3%2%

6%3%2%

35%43%49%55%61%

0.3%

2%

2%

0.3%

2%

4%

0.3%

2%

4%

0.3%0.2%

1%1%

4%4%

34%

35%

2017

2016

40%

40%

31%

2018

Television

40%

2019

29%

39%

2020

26%

42%

23%

42%

2021

20222023

2024a

22%20%17%

39%31%28%

2025f

15%

24%

20%

2026f

13%

Digital

Radio

Cinema

PrintOOH

20

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DigitalandOOHaretheonlymediasegmentswithapositivegrowthoutlookuntil2026,reflectingtheIndianadvertisingindustry'sshifttowardplatformsofferinggreaterengagementandflexibility.Incontrast,traditionalmedia—Television,Print,Radio,andCinema—areprojectedtowitnessadeclineoverthesameperiod.

Between2023and2024,television'ssharedeclinedfrom31%to28%andisexpectedtodropfurtherto24%in2025.Printmediafollowedasimilartrend,decreasingfrom20%to17%bytheendof2024,withprojectionssuggestingafurtherdeclineto15%by2025.Radio,whichmaintainedasteadyshareof2%in2024,isexpectedtodeclineto1%bytheendof2025,reflectingtheshiftingdynamicsoftheadvertisinglandscape.

Thesetrendshighlightthechallengestraditionaladvertisingchannelsfaceamiddigitaldisruptionandevolvingaudiencehabits.Structuralchangesdemandinnovativestrategies,includingdigitalintegrationandnichetargeting,toregainrelevanceandadapttotheshiftingmedialandscape.

Cinema'sperformanceremainshighlyvariable,indicatingthatexternalfactorsplayasignificantroleinitsviabilityasanadvertisingmedium.In2024,itsawmodestgrowth,likelydrivenbyblockbusterreleasesandapost-pandemicresurgenceintheatreattendance.However,asignificantdeclineisexpectedin2025,duetomarket-dependentfactorssuchasinconsistentmoviereleases,increasedcompetitionfromstreamingplatforms,andchangingconsumerbehaviour.Thisvolatilityunderscoresthechallengescinemafacesinmaintainingconsistentadvertisingvalue.

OOHcontinuestoshowconsistentgrowth,althoughthepacehasslightlyslowedfrom12%in2024to10%in2025.ThisreflectsOOH'ssuccessfuladoptionofnewtechnologiesandtheriseinfoottrafficasconsumerbehaviourreboundspost-pandemic,reinforcingitssustainedrelevanceasanadvertisingchannel.

Digitalmediaremainsthefastest-growingchannel,thoughitsgrowthhasslightlyslowed.Thistrendunderscoresthecontinuedshifttowardsdigitaladvertising,drivenbyitseffectiveness,broadreach,andmeasurableimpact.Brandsareincreasinglyfocusingoninteractiveanddata-drivenplatformstooptimizeaudienceengagementandcampaignperformance.

Amazon

MXPlayer:

Transformingfree

ad-supportedstreaminginIndia

KaranBedi

Director&Head,AmazonMXPlayer

ThedigitalvideolandscapeinIndiahasrapidlytransformed,withaclear,visibleusermigrationfromTVtodigital.Videousersareexpectedtorisefrom450millionto600millionbytheendof2025asperBainandCompany’sestimates.Thisgrowthisacrosstheboard–andspansmultipleagegroups,demographicandsocio-economicsegments.Alongwithadiversespectrumofusersandtheiruniqueviewingpreferences,studiesnowdefinitivelyhighlightthatadsonstreamingmediageneratehigherengagementthanthoseontraditionalorlinearTV,contributingsignificantlytobrandbuilding.Digitalvideoadvertisingnowcaptures28%ofdigitaladspendsasperDentsu’sestimates.

However,despitethepromisingopportunitiesinvideoadvertising,brandsfacechallengesregardingsafety,audiencerelevance,andimpactmeasurementbeyondviewership.Attimes,itcanbechallengingtoshiftadvertiserperceptionthatpremiumcontentisn’talwayslockedbehindpaywallsandcanbeofferedforfree.Additionally,user-generatedcontentraisesconcernsaboutbrandsafety.

Inthisenvironment,AmazonMXPlayerisreshapingthevideostreaminglandscape,providingpremiumcontentto250millionusersacrossIndia,forfree.It’saudienceisdiverse,equallysplitbetweenyoungadults,andthoseaged25andolder,withsignificantrepresentationacrossmetros,Tier1,2,and3cities.

1.4Bn+

Downloads

Oneofthelargestand

mostfrequented

appsinIndia

250Mn+

MonthlyReach

Highlyengaged

anddigitallyactive

audience

50%

NCCSA

IncludingPrime

memberhouseholds

Source:PlayStore,AppAnnie;3Pconsumersyndicatedpanel-KantarTGIdata(H1’24).

22

AmazonMXPlayerishometosomeofthenation’smostpopularandaward-winningshows,includingAashram,Jamnapaar,CampusDiaries,andmore.Ourcuratedcontentflywheel,basedonstrongconsumerinsights,consistentlyappearsintop‘must-watch’listsinleadingpublications.Withscriptedoriginalseries,realityshows,andavastlibraryofmovies,wealsofeaturethelargestselectionofinternationalcontentdubbedinlocallanguageslikeHindi,TamilandTelugu,throughMXVdesi.In2025,AmazonMXplayerwilllaunchover100newshows!

ama,zonlMXPLAYER

PRESENTS

dentsul

DIGITAL

ADVERTISINGREPORT2025

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BYMobAvenue

CHAWWELFT

AmajoradvantageoftheserviceisitsseamlessintegrationwithAmazon.UserscanaccesscontentthroughIndia'slargestshoppingapp-Amazon.in,aswellasPrimeVideo,FireTV,andourownapponmobileandconnectedTVs.Thisintegrationallowsustoleveragetrillionsoffirst-partyshoppingsignalsfromAmazon,providingacompetitiveedgeinadtargeting.UtilizingAmazon’sadvertisingtechnology,AmazonMXPlayeroffersinteractiveandshoppableadformats,includingin-streamshoppableadsthatallowviewerstobrowseproductsduringadbreaks,andevensingleclicktobuy.Suchinnovativeadformatsfosterviewerinteractionratesthatare3-4timeshigherthanindustryaverages.Theinsightsofferedintoaudienceshoppingpatternsisunmatched,allowingbrands—eventhosenotdirectlysellingonAmazon—toconnectwithengagedcustomersthroughitspremiumcontent.AmazonMXPlayerisdedicatedtoentertainingIndiaforfreewhileprovidingsignificant,differentiatedopportunitiesforadvertiserstoconnectwithavastandengagedaudience.

INDUSTRY-FIRSTSHOPPABLE

ADINNOVATION

2%-3%CTR

85-95%VCR

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TheFMCGsegmentcontinuestodominatetheIndianadvertisingspace,contributing31%(Rs31,467crore),followedbye-commerceandquickcommercebrandsthatcapitalizeonimpulsebuying.Thee-commercesegmentaccountsfor15%(Rs15,509crore),whiletheconsumerdurablescategorycontributes7%totheoveralladvertisingindustry.Thisreflectsthediverseanddynamicnatureofmarketspending.

In2024,thetravelandtransportsectorsawthehighestadvertisingexpendituregrowth,risingby33.4%comparedto2023.Thisgrowthwasdrivenbythesuccessful‘ChaloIndia’campaignaimedatattractingglobaltourists,theMahaKumbhMela2025,andvariouslocalcampaignspromotingIndia’sdiverselandscapeandculturalheritage.Thee-commercesectorexperienceda21.1%increaseinadvertisingspend,whiletheautomotivesegmentgrewby20.4%.Continuedgrowthintheautomotivesectorisexpected,withtwo-wheelerbrandsmakingastrongcomeback,particularlyaselectricvehicles(EVs)gainmomentuminthemarket.

Othersectorsexperiencinggrowthinadvertisingspendincludetelecom(19.8%),consumerdurables(19.4%),andgovernmentandsocialorganizations(18%).Brandsareincreasinglyfocusingonbuildingdeeper,moremeaningfulconnectionswithconsumers,reflectingastrategicshifttowardlong-termengagementandpersonalizedmarketingefforts.

24

4,709,5%

Government,

Auto,6,291,6%

ConsumerDurables,6,614,7%

FMCG,31,467,31%

Others,12,735,13%

Travel&Transport,866,1%

E-Commerce,15,509,15%

ama,zonlMXPLAYER

PRESENTS

dentsul

DIGITAL

ADVERTISINGREPORT2025

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4,344,4%

Pharmaceutical,

Education,

3,253

,3%

BFSI,3,875,4%

Retail,3,225,3%

Media&

Entertainment,2,151,2%

Telecom,2,907,3%

RealEstate,3,138,3%

prsm

BYMobAvenue

figuresinRscrore

66%

0.3%

4%

0.4%

4%

Telecom

25%

65%

0.4%

5%

0.3%

3%

E-commerce

26%

54%

0.2%

5%

1%

15%

P