India’s leading telecom operators — Jio Platforms, Bharti Airtel, and Vodafone Idea — significantly increased their collective content spend in FY25, allocating ₹1,676 crore compared to ₹1,335 crore in FY24. This growth underscores the evolving strategies within the sector as operators adapt to shifting consumer demands and competitive pressures.
Jio Bets Big on Premium Content
Jio Platforms emerged as the biggest spender, with content costs surging 153% to ₹915 crore. Industry analysts link this rise to Jio’s aggressive push into premium sports and entertainment, aiming to strengthen its subscriber base and enhance market dominance.
Airtel and Vodafone Idea Take a Cost-Control Approach
Bharti Airtel’s standalone content expenditure dropped to ₹529 crore, while Vodafone Idea reduced its outlay to ₹232 crore. Both companies appear to be leveraging performance-linked content agreements to manage expenses while maintaining access to quality programming.
A Market Driven by Experience and Differentiation
The divergence in spending reflects a two-track industry approach:
- Growth via premium, high-visibility content (Jio)
- Sustainable cost control with targeted investments (Airtel & Vodafone Idea)
With India’s internet subscriber base reaching 971.50 million by September 2024, the appetite for high-quality digital content remains strong. Telecom providers are using content strategies not just to retain customers but to build brand differentiation in a crowded market.
Policy Environment Encourages Growth
Government initiatives — including the National Digital Communications Policy and 100% FDI allowance in telecom — provide a fertile ground for expansion. This policy framework is expected to further stimulate investment in both infrastructure and content.
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IMAGE: Reuters
