The media and entertainment industry is going through a major transformation, driven by digital
platforms, changing consumer behavior, and rapid technological advancements. India today hosts
1,900+ GCCs employing over 2 million professionals, and a growing share of these centers are
focused on media and entertainment capabilities. From OTT platforms to gaming and digital
advertising, GCCs are playing a key role in enabling companies to scale operations, innovate faster,
and deliver personalized experiences to global audiences.
Technologies like machine learning and natural language processing are being used to analyze viewer
preferences, recommend content, and even assist in content creation. For example, AI helps
streaming platforms suggest shows based on user behavior, increasing engagement and retention.
Automation is also improving content tagging, editing workflows, and ad targeting. Studies indicate
that 30–50% of repetitive media processes can be automated, leading to 20–30% improvements in
operational efficiency
India’s media and entertainment market is expected to grow at a rapid pace, with projections
suggesting it could reach $100 billion by 2030. Globally, streaming platforms and digital media
companies are investing heavily in content and technology, creating strong demand for scalable and
cost-efficient operations. These factors are encouraging multinational companies to expand their
GCC presence in India.
The industry now requires a blend of creative, technical, and analytical skills. Roles such as content
strategists, data analysts, UX designers, video engineers, and digital marketers are in high
demand. However, it also means that continuous learning is essential, as tools and platforms
evolve rapidly. Hybrid work models, gig-based projects, and cross-functional collaboration are
becoming more common, reflecting the flexible nature of the media industry
Companies are leveraging AI-driven recruitment tools to identify talent with niche skills in areas like
video analytics, animation, gaming, and digital content creation. Digital learning platforms are helping
employees upskill in emerging areas such as AI in media, content personalization, and platform
engineering. HR teams are also focusing on employer branding, highlighting creativity, flexibility, and
innovation to attract young talent.
Cities like Bengaluru, Hyderabad, Mumbai, and Pune are becoming key hubs for media GCCs,
offering access to a diverse talent pool and strong digital infrastructure. These centers are not just
supporting global operations but are actively shaping content strategies, building platforms, and
driving innovation.
In conclusion, media and entertainment GCC capabilities in India reflect a broader shift toward digital,
data-driven, and consumer-centric business models. With strong adoption of AI and automation,
evolving talent strategies, and supportive policy frameworks, GCCs are playing a central role in
transforming the industry.