India's ad market projected to grow at 7.8% in 2025: Magna
Magna Global Advertising Forecast
. Growth is expected to moderate slightly to 7.7% in 2026, compared with the 9.9% rise seen in 2024.
Magna said India's broader economic outlook remains positive, supported by strong domestic demand, government investment, and a thriving services sector. Magna, a leading global media investment and intelligence company, is part of
IPG Mediabrands
.
Digital advertising continues to outpace traditional media, with 'Digital Pure Players' projected to command 50% of the market in 2025, up from 48% in 2024. This segment, which includes platforms such as search, social media, and short-form video, is expected to grow 11.4% to Rs 67,991 crore.
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Within digital, social media is leading the expansion with a forecasted growth of 16.4% in 2025, followed by short-form digital video at 12.9%, and display advertising at 6%. Search advertising is also expected to perform steadily, growing at 8.9%.
Traditional media owners, which still account for the other half of the market, are projected to grow at a slower pace of 4.5% in 2025 to reach Rs 69,108 crore, marginally ahead of Digital Pure Players in value but equal in share at 50%.
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Television and streaming services remain dominant in this segment, with ad spends of Rs 41,312 crore, though growth is expected to decelerate to 4%. Print is projected to grow 3.5% to Rs 20,486 crore, with digital versions expanding at twice the rate of print.
Other traditional formats like radio and digital audio are set to grow 5.9%, while out-of-home (OOH) advertising continues its post-pandemic recovery with a robust 13.5% increase. Cinema advertising is forecast to grow 10% but will still hold only a 1% share of the overall market.
Social advertising is poised to become the largest ad format and is expected to surpass television within the next five years. Together, Digital Pure Play and Video formats account for 80% of the total AdEx.
'Magna predicts above average ad spend resilience in 2025, neutralising the impact of ad spend on cyclical events in 2024 led by National Elections and the T20 World Cup,' said Hema Malik, Chief Investment Officer at IPG Mediabrands India.
'In 2025, Magna expects dynamic ad spend in Finance, Media, Pharma, Technology, Gaming and Retail, while Automotive and Electronics might lag. The trio of Video, Social and Retail will once again lead the AdEx growth.'
Malik added that live sports, once the stronghold of linear TV, are increasingly being streamed. 'Ad-supported streaming is experiencing rapid growth in access, consumption, and advertising sales, as nearly all streaming TV platforms offer more affordable ad-supported plans. Long-form video is growing at a blistering pace of over 25% and is 6% of the total video forecast, estimated to gain double-digit share in the next three years.'
Magna's forecast shows media owner revenues will rise across both digital and linear channels in 2025, with the first half expected to grow 6% and the second half by 9%. However, the impact of trade-related challenges could intensify in the latter half of the year, it added.
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