BRICS Media Market Size and Forecast by Media Channel, Content Type, Revenue Model, Consumer Type, and Device Type: 2019-2033

BRICS Media Market Outlook

Powering Global Influence through Digital Evolution and Cultural Diversification

The BRICS media ecosystem—comprising Brazil, Russia, India, China, and South Korea—stands as a formidable force reshaping global media dynamics. These nations, representing diverse cultural backdrops, large populations, and rapidly evolving digital landscapes, are not just consumers but global producers and exporters of media content. Collectively, the BRICS media industry is at the crossroads of technological transformation, socio-economic development, and rising consumer aspirations, leading to significant shifts in content creation, consumption, and monetization.

Driving Forces Behind BRICS Media Growth

The media revolution across BRICS countries is anchored in several key driving forces:

• Digital Infrastructure Expansion: Widespread internet penetration and mobile broadband coverage—especially 4G and 5G—are enabling media access at an unprecedented scale. From Brazil's mobile internet surge to China's billion-plus connected users, infrastructure is the backbone of digital media expansion.
• Youth Demographics: Countries like India and South Korea are home to digitally native youth who are voracious content consumers. Their preference for on-demand, personalized, and interactive content is influencing platform strategies across the region.
• Rising Disposable Income: Growing GDP per capita, especially in China and India, is translating into higher consumer spending on premium content, subscriptions, and entertainment services, expanding monetization opportunities beyond ad-based models.
• National Content Strategies: From Russia's digital sovereignty push to South Korea's Hallyu wave, cultural and political motivations are prompting localized platform development and international content distribution.
• Technology Integration: AI, VR, and gamification are transforming user experiences across BRICS media platforms. AI-driven content personalization, real-time interactivity, and immersive storytelling are enhancing engagement and loyalty.

Key Media Trends Across BRICS Nations

The BRICS media landscape is being shaped by several common and region-specific trends:

• OTT Dominance: On-demand video consumption is outpacing traditional TV across all BRICS markets. Services like Globoplay, Disney+ Hotstar, VK Video, Tencent Video, and Tving are redefining how audiences engage with content.
• Short-Form and Mobile-First Content: Platforms such as TikTok (ByteDance), Smotrim, and Naver Webtoon cater to bite-sized, mobile-optimized content that appeals to younger demographics with low attention spans.
• AI-Powered Personalization: Personalization engines are becoming integral to content discovery. India's OTTs, China’s Baidu, and South Korea’s CJ ENM use AI to tailor user feeds and optimize engagement.
• Gamification and Interactivity: Especially popular in South Korea and Russia, gamified media experiences and interactive narratives are creating new dimensions of user participation.

Regional Insights: Country-by-Country Breakdown

Brazil: Streaming Surge and Content Localization

Brazil’s media industry is experiencing a massive digital shift, with over 75% internet penetration and mobile-first engagement becoming the norm. Daily media consumption online exceeds nine hours—five more than traditional TV. Grupo Globo’s dominance spans TV, digital, and radio, with Globoplay emerging as the national leader in OTT, thanks to a mix of local productions and international hits. Platforms like Box Brazil Play emphasize national storytelling, while Netflix and Amazon Prime Video command 87% of Brazil’s SVOD market. Affordable smartphones, expanding 5G, and strong content localization are key growth drivers, reflecting a growing appetite for both global and culturally resonant content.

Russia: Digital Sovereignty and Youth-Centric Innovation

Russia’s media sector is being restructured around the themes of digital independence and content innovation. Platforms like Rutube, VK Video, and Smotrim are rising as state-supported alternatives to banned Western platforms. With 78% internet penetration and over 103 million smartphone users, digital content consumption—especially among Gen Z—is booming. Short-form infotainment, gamified news, and AI-driven content personalization are now central to engagement. However, international sanctions and restricted financial flows are constraining ad revenues and limiting growth opportunities for independent journalism, particularly in rural regions.

India: OTT Explosion and Regional Language Content

India’s media industry is undergoing a paradigm shift with rising GDP per capita (US$ 2,600 in 2023) and digital ad spending expected to reach 0.4% of GDP by 2025. OTT platforms like Disney+ Hotstar, SonyLIV, and Zee5 are leading a revolution in content consumption, with over 100 million subscribers in 2023 and projected growth of 20% in 2024. Urban and semi-urban youth are spearheading the mobile-first, on-demand trend. Content in regional languages, affordable data, and bundling by telcos like Reliance Jio are democratizing access. As consumer behavior shifts from freemium to premium, India's market is maturing into a robust ecosystem for content creators and advertisers alike.

China: Digital Behemoths and Global Influence

China’s media sector is the second-largest globally, driven by 1+ billion internet users and over $190 billion in ad spending (1.1% of GDP in 2023). Short-form videos, live streaming, and influencer-led commerce dominate user engagement. Major players such as Tencent, Alibaba, ByteDance, and Baidu are investing in immersive content, AI-powered applications, and global expansion. Douyin and WeTV represent China’s formidable digital content engines. With digital ads set to account for 92% of total ad spend by 2033, China’s media industry exemplifies a tech-first, scale-focused model with strong monetization and export potential.

South Korea: Global Content Powerhouse and Youth-Led Innovation

South Korea blends cultural export and tech innovation like no other. The Korean Wave (Hallyu) is now a global phenomenon, powered by platforms like Netflix Korea, Wavve, and Tving. Young digital natives (aged 15–34) are driving monthly media spends of US$ 19–30 across streaming, fandom, and interactive formats. Mergers like Tving-Seezn, along with AI-curated user experiences, showcase a strategy built around scale and personalization. Companies like CJ ENM, Naver Webtoon, and Kakao M are leveraging content IP across formats—drama, webtoon, e-commerce, and music—to build expansive, interactive digital ecosystems.

Government Regulations and Policy Impact

Across BRICS countries, government policies play a dual role—enabling innovation while protecting national interests:

• Brazil promotes content localization and supports local streaming platforms through tax incentives and production grants.
• Russia enforces platform bans and promotes national platforms under its digital sovereignty framework.
• India maintains a light-touch regulation on digital platforms but is considering stricter content codes and data localization policies.
• China exercises strict regulatory oversight on media platforms, with content censorship, user data rules, and ownership restrictions tightly enforced.
• South Korea actively supports media through the Digital New Deal and exports via K-content promotion policies.

These frameworks shape how content is produced, distributed, and monetized, influencing market entry strategies for both local and foreign players.

Competitive Landscape and Brand Strategies

In BRICS nations, media competition is intensifying, with global giants coexisting and competing with national champions:

• Grupo Globo (Brazil) is integrating TV, radio, and digital under unified ad-tech ecosystems.
• ByteDance (China) scales virality through AI-powered content feeds on Douyin and TikTok.
• Reliance Jio (India) is bundling data and content to dominate user acquisition.
• CJ ENM (South Korea) focuses on transmedia storytelling across streaming, webtoons, and e-commerce.
• VK and Rutube (Russia) emphasize national control and youth engagement.

These players invest in regional content, personalized user journeys, cloud-based delivery, and international collaborations to capture audience mindshare and wallet share. The BRICS media ecosystem is evolving into a dynamic, multi-platform, and culturally powerful consortium of global influence. Fueled by economic growth, youth-centric content strategies, and digital-first innovation, BRICS nations are not only redefining their domestic media narratives but also shaping global entertainment trends. As governments balance regulation and growth, and brands expand across ecosystems, the BRICS media story is one of collaboration, competition, and cultural renaissance.

Author: Joseph Gomes Y (Head – Media and Entertainment)

*Research Methodology: This report is based on DataCube’s proprietary 3-stage forecasting model, combining primary research, secondary data triangulation, and expert validation. [Learn more]

BRICS Media Market Segmentation

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