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: Digital channels, including streaming (OTT) and social media, now account for the majority of spending growth. In markets like India, digital consumption has officially overtaken traditional media, driven by 5G adoption.

The industry is broadly defined by segments like film, television, radio, news, music, and gaming. : Digital channels, including streaming (OTT) and social

: Over-the-top spending continues to outpace traditional broadcast TV advertising growth. Consumer Shifts & Emerging Trends : Digital channels

The global entertainment and media (E&M) industry is currently navigating a period of normalization following the massive digital surge of the early 2020s. While growth remains steady, the pace is projected to decelerate, leveling off at roughly by 2027. Market Dynamics & Key Segments including streaming (OTT) and social media