Indian OTT platforms are changing their content. They are adding short microdramas for mobile users. Korean dramas are also becoming popular. Platforms like MX Player and Netflix are investing in these formats. This helps them keep viewers interested. The goal is to offer diverse entertainment. Platforms are adapting to changing audience tastes. They are also expanding their content libraries.

Tata Play Binge has partnered with BBC Player, bringing a wide array of British entertainment to Indian viewers. The collaboration enhances Tata Play Binge's content library with dramas, comedies, documentaries, and family-friendly shows. This addition strengthens Tata Play Binge's position as a leading platform for accessing multiple OTT services through a single subscription.

Shekhar Kapur has been appointed as the Chairperson of the Board of AI Ethics & Creative Stewardship at Studio Blo. He will guide the studio's work at the intersection of AI, storytelling, and ethical content creation. Kapur's experience will help Studio Blo use AI responsibly and explore new approaches to filmmaking, potentially creating a new genre of AI films.

JioStar introduces JioStarverse, a data-driven platform designed to enhance influencer marketing with over 500 talents. It offers brands and agencies valuable insights, audience engagement data, and content performance analysis for targeted collaborations. The platform, powered by Qoruz, aims to provide smarter, scalable, and accountable influencer solutions through AI-driven insights and precise targeting.

Virtual inventory technology is transforming cricket advertising, with Cricket Australia and the ECB partnering with Rise Worldwide to offer digitally inserted brand elements during live broadcasts to target Indian audiences. This approach provides a less cluttered space for brands like BKT and Hero MotoCorp, allowing focused engagement and reducing reliance on traditional sponsorships.

India is nearing the commercial launch of Direct-to-Mobile (D2M) technology, pending final regulatory approvals. This technology, utilizing terrestrial broadcast infrastructure, aims to deliver content directly to mobile devices without a SIM, reducing data costs and network congestion. With successful pilot projects and the development of compatible devices like the SL3000 chip, the rollout awaits policy clearance, expected sometime next year.

Dream Sports and Microsoft have partnered to enhance India's gaming market, leveraging Dream Sports' extensive user base and Microsoft's AI expertise. The collaboration, announced at WAVES 2025, aims to publish Microsoft's gaming titles locally and develop AI-driven gaming experiences tailored for Indian gamers. This initiative taps into India's booming $3.8 billion gaming market, which boasts 600 million gamers.

IPL franchises are evolving beyond seasonal cricket teams, aiming for year-round engagement through licensing, merchandising, and original content. Teams are focusing on active fan participation, loyalty programs, and digital-first approaches to attract younger audiences. This shift is driven by rising franchise valuations, robust media rights, and evolving sponsorship models, transforming IPL into a media-tech-sport hybrid.

Donald Trump's tariff threat looms over Indian cinema. A 100% tariff on foreign films entering the US could drastically affect the Indian film industry's earnings. Ticket prices may surge, impacting viewership in America. Producers fear reduced revenue from theatrical releases and digital deals. Some believe the impact will be minimal, with alternative markets available.

India's burgeoning online video sector faces a significant threat from digital piracy, potentially leading to billions in losses and hindering growth. A recent report highlights the urgent need for effective anti-piracy measures to recover revenue, boost content creation, and generate jobs. Industry leaders are advocating for proactive strategies, technological tools, and stronger enforcement to combat this growing issue.

India's media and entertainment sector is experiencing substantial growth, driven by content creation and digital media services, contributing significantly to the economy and employment. However, online video piracy poses a major threat, causing significant revenue losses. Implementing robust anti-piracy measures could recover substantial revenue and create numerous jobs within the video ecosystem.

India is emerging as a key battleground for streaming giants like Netflix, Prime Video, and JioHotstar, attracting significant investment due to its rapidly growing digital audience. These platforms are doubling down on original content and innovation to capture viewer attention. JioHotstar has challenged market perceptions by achieving 280 million paid subscribers, driven by affordability and accessibility.

WAVES Bazaar, as part of WAVES 2025 in Mumbai, concluded with over Rs 1,328 crore in business transactions and 3,000 B2B meetings. The Maharashtra government signed MoUs worth Rs 8,000 crore to boost the M&E sector. WAVEX also selected 30 M&E startups for investment opportunities, fostering innovation and growth within the industry.

India is rapidly becoming a global creative powerhouse, fueled by its talent pool, cultural richness, and technological advancements. The country's media infrastructure is expanding, supporting global programming with cost-effective VFX and animation. Indian studios are increasingly adopting AI and virtual production, creating immersive content and earning international recognition through films and music.

JioStar's Uday Shankar has warned that a one-size-fits-all regulatory approach could harm both sectors. TRAI Chairman Anil Kumar Lahoti, however, has advocated for regulatory parity, highlighting disparities in content regulation, consumer protection, and fairness, prompting calls for a unified framework.

Prime Video and CJ ENM have partnered to distribute Korean content globally, excluding Korea and China. Starting in late June with 'Head Over Heels,' Prime Video will launch exclusive titles through 2026, enhancing its Korean content with subtitles in 28 languages and dubbing in 11.