From Audience Attention to Revenue: Understanding the Commercial Structure of Digital Media Markets
Digital media markets have become large enough that audience scale alone is no longer a sufficient measure of commercial attractiveness. Platforms now compete across subscriptions, advertising, Connected TV, retail media, creator ecosystems and commerce, with each model generating different economics. India illustrates the scale of this transition. PwC estimates that India's entertainment and media market will grow from $25.7 billion in 2025 to $36.7 billion by 2030 , while internet advertising