In TrendsHDFC Bank New CEO Live UpdatesStock MarketRupee vs DollarRunwal Enterprises IPOGold and SilverThe great reallocation: Streaming now commands more content capital than Indian televisionStreaming platforms now lead content investment in India, surpassing linear TV for the first time. Online video accounted for 46% of India's video content investment in 2025, driven by CTV surge, massBy Asmita Pant September 27, 2026, 8:00:24 AM IST (Published)For the first time in Indian media history, streaming platforms have captured the largest share of content creation budgets. According to Media Partners Asia’s (MPA) Asia Video Content Dynamics 2026 report, online video accounted for 46% of India’s video content investment in 2025, officially surpassing linear television’s 42%.Across the seven key Asian markets tracked, India represented roughly $5 billion of total content spending.The milestone marks a swift capital reallocation. In 2024, television commanded 51% of India’s $5.8 billion investment pool, while online video held 37% and theatrical films took 12%. Within 12 months, streaming wiped out a 14-percentage-point deficit to take a 4-point lead.Yet this shift does not mean television is obsolete. Television still commands massive household reach. The crucial distinction is that streaming has overtaken TV in content investment, not in total viewing hours or…
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