If India’s economy were a story, the Union Budget 2026 makes one thing unmistakably clear: advertising, media and entertainment are no longer supporting characters. They are stepping into the spotlight. Quietly but confidently, the Budget and the Economic Survey together outline a future where screens, stories and sport drive both culture and commerce.
The Economic Survey sets the stage. Advertising and broadcasting have decisively shifted from linear television to mobile screens and OTT platforms. Digital advertising is now growing faster than traditional formats and accounts for nearly one-third of the industry’s total revenues. Simply put, the living-room television is no longer the main event. The main event is wherever the phone is.
This digital transition is also fuelling a less visible but powerful boom behind the scenes. Content production, post-production, visual effects, dubbing and localisation are seeing rising demand, with Indian companies increasingly integrated into global distribution networks. Today, campaigns and shows created in India are designed for global audiences, not just domestic ones.
Union Budget 2026 builds on this momentum with a strong push for the Orange Economy. The government estimates that the animation, visual effects, gaming and comics (AVGC) sector will need nearly two million professionals by 2030. By supporting AVGC content-creator labs in 15,000 secondary schools and 500 colleges, the Budget signals a decisive shift: creativity is being treated as a future skill, not a hobby. Tomorrow’s animators and game designers are already sitting in today’s classrooms.
The Economic Survey explains why this focus matters. Video subscription revenues reached ₹9,200 crore in 2024, while the gaming industry surged to ₹232 billion, powered by a vast and growing user base. Gaming is no longer niche, and subscriptions are no longer optional extras. They are everyday habits—and advertisers are following attention wherever it goes.
Sport is another clear priority. The launch of the Khelo India Mission aims to transform the sports ecosystem over the next decade by strengthening talent pathways, infrastructure and competitive platforms. For media companies and brands, sport is evolving into a year-round content engine—creating heroes, narratives and deeply loyal audiences far beyond marquee tournaments.
All of this unfolds within a rapidly expanding market. The Economic Survey estimates India’s media and entertainment industry at around ₹2.5 trillion in 2024, driven by rising incomes, deeper internet penetration and a massive domestic audience.
The message from Budget 2026 is subtle yet unmistakable. India’s growth story will be streamed, shared, played and watched—and those who shape attention will shape the economy that follows.
The author is Co-Founder and CEO, White Rivers Media.
