How Media Company in India Adapts to the Digital Revolution
17/01/2025
Over the last decade, the Indian media industry has gone through a big change. Traditional forms of media like newspapers and TV are being replaced by digital platforms due to the availability of affordable smartphones, low-cost internet, and OTT (over-the-top) streaming services.
The Rise of Digital transformation in Indian media
As of now, India has nearly 900 million internet users, mainly due to affordable smartphones and data. Social media has become a major source for news, entertainment, and communication, pushing traditional media aside. Services like Netflix, Amazon Prime, Hotstar, and ZEE5 have changed how people in India consume media. OTT services are becoming more popular because they offer a large range of content, affordable plans, and personalized suggestions. A 2024 report shows that OTT subscriptions in India have crossed 120 million, with many users coming from smaller cities.
Key Strategies for Adaption in Indian Media Firms
1. Digital-First Newsrooms
Leading Indian media firms like Times of India and NDTV have adopted digital-first strategies, ensuring their websites and mobile apps deliver news quickly to readers faster than ever.
Video stories and YouTube shorts are becoming increasingly popular for news delivery. Live updates provide real-time engagement during elections, cricket matches, and breaking news events.
Seeing the popularity of Instagram reels and YouTube shorts, media houses are now investing in snackable video formats.
Example: India Today launched its "News in 60 Seconds" series, which garnered millions of views monthly.
Live polls, Q&A sessions, and crowd-sourced stories engage audiences and drive website traffic.
2. Subscription-Based Models
With advertising revenues declining across print and television media platforms, a media company in India adopts subscription-based models as an alternative revenue stream.
The Hindu and Mint have both implemented paywalls to access exclusive content. Additionally, Indian media firms work in collaboration with telecom providers to offer bundled subscription plans. Such models have made Indian media organizations less reliant on volatile ad revenues.
3. Hyper-Personalization with AI
A media company in India uses artificial intelligence (AI) to offer tailored content. AI analyzes user behaviour to deliver tailored recommendations, increasing engagement.
AI-based tools personalize content to cater to preferences, and this may enhance engagement by up to 50%, according to a 2023 PwC report.
4. Regional Content Expansion
India is known for its rich linguistic diversity and regional content, which are invaluable assets. Platforms such as Hotstar offer movies and shows in multiple Indian languages, while YouTube channels focusing on regional audiences have experienced significant growth.
Challenges in the Digital Transition
Although Indian media industry digital platforms provide reach, monetizing it remains difficult due to ad blockers and low conversion rates for subscriptions limiting revenue generation. Only 10% of Indian digital users pay for content, according to Reuters Institute's 2023 report. Ad blockers further reduce revenue potential. Media companies in India compete fiercely with global players like Google, Facebook, and Netflix, which have more resources and far superior technologies. The Indian government has implemented several strict rules regarding media content and data that are problematic for businesses and essential for media companies.
Technological Innovations Fuel Change
1. Data Analytics
One of the digital success factors is the focus on an audience's actions. Internet-based tools such as Google Analytics and company-developed tools enable the evaluation of content while increasing efficiency.
2. Virtual & Augmented Reality (VR/AR).
Media businesses are looking to get people more involved in their content and draw them into stories even further through methods like tour-guided virtual reality or AR sports watching.
3. Blockchain for Digital Ads In an attempt to eliminate fraud in ads, Indian media firms have expressed interest in adopting blockchain as an efficient digital advertising transaction system.
Conclusion
The digital transformation of the Indian media industry is reshaping how content is created, delivered, and consumed. A media company in India is adopting new technologies, focusing on regional content, and exploring different ways to generate revenue. While challenges like monetization and competition remain, the future of media in India looks digital-first, and the companies that adapt quickly will lead the way.