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India’s advertising industry is set to achieve a robust growth rate of 6.5% in 2025, with the market size projected to reach ₹1.1 trillion by the end of the year. This growth is primarily driven by the rapid expansion of digital media, which has become the largest platform for advertising expenditure, surpassing traditional mediums. According to the Dentsu e4m Digital Advertising Report 2025, digital advertising now accounts for nearly 50% of the industry’s total spend, amounting to ₹49,251 crore (₹492.51 billion). Television, once the dominant platform, now contributes 28% (₹28,062 crore / ₹280.62 billion), while print media, a long standing pillar of advertising, holds a declining share of 17% (₹17,529 crore / ₹175.29 billion).
The surge in digital advertising is being propelled by increased spending on reality shows, sports content, and streaming services across television and Over The Top (OTT) platforms. Additionally, large format print advertising is helping to sustain the print segment, albeit with a diminishing role. Key sectors such as e-commerce, automotive, BFSI (Banking, Financial Services, and Insurance), FMCG (Fast Moving Consumer Goods), and retail continue to drive advertising spends across both digital and traditional media, reflecting sustained demand from high volume industries.
The Out Of Home (OOH) advertising segment has also witnessed significant innovation, with new formats such as digital displays, airport billboards, and Digital Out Of Home (DOOH) ads gaining traction. OOH advertising spend reached ₹3,800 crore in 2023, marking a 10% year on year growth. This segment is expected to maintain a compound annual growth rate (CAGR) of 10% through 2026, driven by its ability to engage consumers in high-traffic areas.
While digital and OOH advertising are flourishing, traditional media platforms such as television, print, radio, and cinema are experiencing a steady decline. Television’s share of the advertising market has fallen from 31% in 2023 to 28% in 2024 and is projected to drop further to 24% by 2025. Similarly, print media’s share has decreased from 20% in 2023 to 17% in 2024, with expectations of a further decline to 15% by 2025. Radio, which held a steady 2% share in 2024, is anticipated to drop to 1% in 2025.
The most notable aspect of this transformation is the growing dominance of digital and OOH platforms, which offer advertisers greater engagement, flexibility, and measurable outcomes. Digital advertising, with a CAGR of 19.9%, is expected to remain the primary growth driver, particularly in sectors like e-commerce and FMCG. Meanwhile, OOH advertising is emerging as a key contender, benefiting from advancements in dynamic ad formats that enable innovative consumer interactions.
Looking ahead, the advertising industry is expected to accelerate further, with a projected growth rate of 7.2% in 2026, pushing the market size beyond ₹1.15 trillion. Digital media is forecasted to account for 61% of the advertising market by 2026, according to industry experts. This shift underscores the increasing preference for platforms that offer targeted reach, real-time analytics, and higher engagement.
In all, India’s advertising industry is undergoing a significant transformation, with digital and OOH platforms emerging as the primary growth drivers. The decline of traditional media reflects global trends towards more interactive, flexible, and data driven advertising solutions. As 2025 approaches, industry stakeholders are adapting to this evolving landscape by investing heavily in digital and OOH formats to meet the changing demands of advertisers and consumers.
Image courtesy – From the report dentsu e4m Digital Advertising Report 2025
