The use of Artificial Intelligence (AI) could increase revenues by 10% and reduce costs by 15% for media and entertainment companies, a new report by Ernst & Young (EY) revealed. The report, titled ‘A Studio Called India: Content and Media Services for the World’, was launched during the inaugural edition of the WAVES Summit.
The global media and entertainment (M&E) sector is undergoing a significant shift, with AI playing a central role, from content creation and curation to monetisation and distribution.
“Our analysis indicates that in the medium term, AI can increase revenues by 10 per cent and reduce costs by 15 per cent for media and entertainment companies,” EY said in the report.
The consultancy firm also highlighted India’s unique position in this transformation, being already known for its strengths in content production and IT services.
“The convergence of its deep talent pool, rapidly maturing AI ecosystem, and proven capabilities in media production positions India as a strategic node in the global AI-M&E value chain,” EY noted.
AI is already reshaping how Indian companies work—enhancing everything from campaign optimisation and content performance to audience engagement. OTT platforms also use AI to deliver hyper-personalised recommendations based on language, location, income levels and viewing behaviour. In advertising too, AI is enabling dynamic ad insertions and smarter pricing strategies through real-time viewer data.
It’s also making global content more accessible through tools that support automated dubbing, AI-powered subtitling and voice cloning. EY cited platforms which help localise international content for Indian audiences.
India's edge lies not only in cost-effective post-production and VFX services but also in its blend of technical and creative capabilities. The country boasts one of the largest AI talent pools globally, with hundreds of start-ups focusing on media-specific innovations like audio synthesis and content moderation.
“This diversity enables the creation of regionally rooted yet globally appealing content, while a tech-savvy workforce drives growth across high-demand areas, such as animation, VFX, gaming and post-production,” EY added.
According to EY, the M&E sector in India already employs 2.8 million people, with another 10 million engaged indirectly in areas like music, events and content production.
Online gaming, digital platforms, and OTT services are now among the fastest-growing areas for direct job creation.
The global media and entertainment (M&E) sector is undergoing a significant shift, with AI playing a central role, from content creation and curation to monetisation and distribution.
“Our analysis indicates that in the medium term, AI can increase revenues by 10 per cent and reduce costs by 15 per cent for media and entertainment companies,” EY said in the report.
The consultancy firm also highlighted India’s unique position in this transformation, being already known for its strengths in content production and IT services.
“The convergence of its deep talent pool, rapidly maturing AI ecosystem, and proven capabilities in media production positions India as a strategic node in the global AI-M&E value chain,” EY noted.
AI is already reshaping how Indian companies work—enhancing everything from campaign optimisation and content performance to audience engagement. OTT platforms also use AI to deliver hyper-personalised recommendations based on language, location, income levels and viewing behaviour. In advertising too, AI is enabling dynamic ad insertions and smarter pricing strategies through real-time viewer data.
It’s also making global content more accessible through tools that support automated dubbing, AI-powered subtitling and voice cloning. EY cited platforms which help localise international content for Indian audiences.
India's edge lies not only in cost-effective post-production and VFX services but also in its blend of technical and creative capabilities. The country boasts one of the largest AI talent pools globally, with hundreds of start-ups focusing on media-specific innovations like audio synthesis and content moderation.
“This diversity enables the creation of regionally rooted yet globally appealing content, while a tech-savvy workforce drives growth across high-demand areas, such as animation, VFX, gaming and post-production,” EY added.
According to EY, the M&E sector in India already employs 2.8 million people, with another 10 million engaged indirectly in areas like music, events and content production.
Online gaming, digital platforms, and OTT services are now among the fastest-growing areas for direct job creation.
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