India’s ad market crossed ₹1 lakh crore mark in FY25: Crisil Intelligence

The TV industry is under attack from two flanks. On one hand, broadcasters are losing ad revenue as viewers shift to OTT platforms, and on the other, distribution networks are losing subscribers to optic fibre-based services
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India’s advertising market crossed the ₹1 lakh crore mark in FY25, with digital advertising’s share pegged at 45-46 per cent, according to a report released by Crisil Intelligence. Over the past five fiscal years, the ad industry has been growing at a CAGR of 6-7 per cent, and digital advertising has been the fastest-growing segment.

“This fiscal, the gap between traditional and digital media is expected to widen, with the latter likely to grow 9-11 per cent while traditional media flatlines. This signals an ongoing transformation in how India has been consuming content,” the report noted.

The TV industry is under attack from two flanks. On one hand, broadcasters are losing ad revenue as viewers shift to over-the-top (OTT) platforms, and on the other, distribution networks are losing subscribers to optic fibre-based services.

“The print media is grappling with stagnant circulation, rising preference for digital news applications and a clear shift of advertisers towards digital platforms. Overall readership fell 500 basis points between fiscals 2020 and 2025,” the report added.

Pushan Sharma, Director, Crisil Intelligence, said: “The shift is evident in the ad spend patterns of major consumer facing sectors such as fast-moving consumer goods (FMCG), automobiles and e-commerce. FMCG companies now allocate 55-60 per cent of their ad budgets to digital, up from about 30 per cent in FY20. This includes content creator collaborations, targeted ads and other digital formats. Automobile companies have also increased their digital ad spends to 35-40 per cent in fiscal 2025, compared to 15-20 per cent in fiscal 2020. Similarly, for e-commerce players, digital channels now account for up to 60 per cent of ad spends.”

Published on August 4, 2025