India's media consumption growth 9 times that of US, says BCG report

While digital enjoys 18 per cent share of total video consumption in the country, its share of video advertising revenue is 8 per cent

India’s media consumption has been growing at a compound annual rate (CAGR) of 9 per cent over the past six years. This is almost twice that of China and nine times that of the US, a study said.

The report, from the Boston Consulting Group (BCG) and the Confederation of Indian Industries (CII), highlights significant changes in the media and entertainment (M&E) sector. 

"This is an unparalleled situation, even for an industry that has always been at the forefront of disruption. The industry will now need new answers, and will need these fast, even on the most fundamental things like talent pool