Collectively, India has been on a consistent growth curve with the number of feature films produced and distributed in a year, making it one of the largest industries for cinema worldwide. Indian movie-goers throng cinema halls, be it the modernized multiplexes or the old-school single screen theaters. The steady rise of streaming platforms has made this consumption easier to access. Although the numbers have started to dwindle down over the years, the country still houses many single screen theatres. This also makes the Indian cinema lover an ideal target for advertisers.
In addition to advertising, music in Indian film is a significant revenue generator, often creating more buzz about the film than its trailers. Music distributors like T-Series and Zee Music found success in recent years via YouTube, making Indian music rank high in terms of views and subscriptions. The popularity of these songs has led to playback singers being revered and becoming some of the highest earners in the business. Arguably, the most popular was Grammy-award winning A.R. Rahman.
Interestingly, the highest grossing film Dangal, released in 2016, did not have music as popular as some of its counterparts. Starring Aamir Khan, the film broke records previously held by PK, starring the same actor. With the onset of the coronavirus (COVID-19) pandemic, film releases had moved to the virtual world, making a mark into an already booming streaming market, each player rushing to acquire rights to blockbuster films.