# Media and entertainment: Value chain, from upstream to the customer Film, television, music, news, games and live events funded by viewers and ads Source page: https://www.materialinsights.org/industries/media_entertainment/value-chain/ #### Value chain, from upstream to the customer **Criticality to the chain:** 5 · Chokepoint 4 · Critical 3 · Important 2 · Supporting 1 · Commodity service Stage 1 **Creation and rightsFilm and TV studios and production houses**3 · Important Finance, develop and produce films, series and shows, then license or sell the rights to broadcasters, streamers and cinemas.^[1](https://www.pwc.com/gx/en/news-room/press-releases/2025/pwc-global-entertainment-media-outlook.html) **Why important:** Many producers compete, but hit-making franchises and libraries are scarce and take years to build. Technologies Digital cinema cameras Virtual production (LED volumes) Non-linear editing Rights and royalty management Depends on Commodities [Tm Timber](https://www.materialinsights.org/commodities/lumber/)[St Steel](https://www.materialinsights.org/commodities/steel/) Chemicals [Pnt Paints and coatings](https://www.materialinsights.org/chemicals/paints_coatings/) Energy [LED Lighting and displays](https://www.materialinsights.org/energy/e_lighting/)[ICE Internal combustion engines and gensets](https://www.materialinsights.org/energy/e_engines/) Industries [Software and IT services](https://www.materialinsights.org/industries/software_it/)[Computers and electronics](https://www.materialinsights.org/industries/computers_electronics/)[Real estate](https://www.materialinsights.org/industries/real_estate/)**Examples:** Walt Disney Studios, Sony Pictures Entertainment, Yash Raj Films, Banijay **Music labels and publishers**3 · Important Sign artists, record and own songs, and collect licensing income from streaming, radio, films and live use.^[1](https://www.pwc.com/gx/en/news-room/press-releases/2025/pwc-global-entertainment-media-outlook.html) **Why important:** A few major labels own large catalogues, but independent labels and direct-to-fan artists are a real alternative. Technologies Digital audio workstations Content ID and fingerprinting Royalty accounting systems Depends on Chemicals [PVC PVC](https://www.materialinsights.org/chemicals/pvc/) Energy [Bld Energy in buildings](https://www.materialinsights.org/energy/e_buildings/) Industries [Software and IT services](https://www.materialinsights.org/industries/software_it/)**Examples:** Universal Music Group, Sony Music, T-Series, Saregama **Game developers and publishers**3 · Important Build and publish mobile, console and PC games, earning from sales, in-game purchases and ads.^[1](https://www.pwc.com/gx/en/news-room/press-releases/2025/pwc-global-entertainment-media-outlook.html) **Why important:** Many studios compete, but large titles take years to build; games earned about US$ 224 billion in 2024. Technologies Game engines (Unreal, Unity) Live-service backends In-app payment systems Player analytics Depends on Energy [DC Data centres](https://www.materialinsights.org/energy/e_data_centres/) Industries [Software and IT services](https://www.materialinsights.org/industries/software_it/)[Data centres and cloud](https://www.materialinsights.org/industries/data_centres/)[Computers and electronics](https://www.materialinsights.org/industries/computers_electronics/)**Examples:** Tencent, Sony Interactive Entertainment, Electronic Arts, Nazara Technologies Stage 2 **Production tools and servicesCreative software and game-engine vendors**4 · Critical Sell or license the editing, design, animation and real-time engine software that creators use.^[1](https://www.pwc.com/gx/en/news-room/press-releases/2025/pwc-global-entertainment-media-outlook.html) **Why critical:** A few vendors dominate each tool category and workflows, files and skills are built around them, so switching is slow. Technologies Video and photo editing 3D animation and rendering Real-time game engines Generative AI tools Depends on Energy [DC Data centres](https://www.materialinsights.org/energy/e_data_centres/) Industries [Software and IT services](https://www.materialinsights.org/industries/software_it/)**Examples:** Adobe, Autodesk, Epic Games, Unity **VFX, animation and post-production studios**3 · Important Create visual effects, animation, dubbing and colour grading for studios and streamers, often across studios in several countries.^[1](https://www.pwc.com/gx/en/news-room/press-releases/2025/pwc-global-entertainment-media-outlook.html) **Why important:** Several large global studios and many smaller ones; moving a big project mid-stream costs time and money. Technologies Render farms Compositing software Motion capture AI dubbing and subtitling Depends on Commodities [Cu Copper](https://www.materialinsights.org/commodities/copper/) Energy [DC Data centres](https://www.materialinsights.org/energy/e_data_centres/)[HP Heat pumps, air conditioning and refrigeration](https://www.materialinsights.org/energy/e_heat_pumps/) Industries [Software and IT services](https://www.materialinsights.org/industries/software_it/)[Computers and electronics](https://www.materialinsights.org/industries/computers_electronics/)**Examples:** DNEG (Prime Focus), Framestore, Phantom FX, Basilic Fly Studio **Camera, lighting and sound rental houses and freelance crews**1 · Commodity service Rent out cameras, lenses, lights and sound gear and supply freelance technicians to productions by the day.^[1](https://www.pwc.com/gx/en/news-room/press-releases/2025/pwc-global-entertainment-media-outlook.html) **Why commodity service:** Many rental houses and freelancers in every production hub, so shoots can rebook within days. Technologies Digital cinema camera packages LED lighting rigs Wireless audio Drones Depends on Commodities [Li Lithium](https://www.materialinsights.org/commodities/lithium/) Energy [NMC Nickel-rich lithium-ion batteries](https://www.materialinsights.org/energy/e_li_nmc/)[ICE Internal combustion engines and gensets](https://www.materialinsights.org/energy/e_engines/) Industries [Computers and electronics](https://www.materialinsights.org/industries/computers_electronics/)[Transport and logistics](https://www.materialinsights.org/industries/transport_logistics/)**Examples:** ARRI Rental, Panavision Stage 3 **Packaging and distributionTV broadcasters and networks**3 · Important Assemble channels of shows, news and sport and distribute them by satellite, cable and connected TV, earning advertising and subscription income.^[1](https://www.pwc.com/gx/en/news-room/press-releases/2025/pwc-global-entertainment-media-outlook.html)^,^[2](https://www.ey.com/en_in/newsroom/2026/03/india-s-media-and-entertainment-sector-grew-9-percent-to-inr-2-point-78-trillion-in-2025-driven-by-digital-and-live-experiences-ficci-ey-report) **Why important:** A few large networks hold key sports and entertainment rights, but viewers can shift to streaming. Technologies Satellite uplinks Playout automation Connected-TV apps Live sports production Depends on Energy [Bld Energy in buildings](https://www.materialinsights.org/energy/e_buildings/)[ICE Internal combustion engines and gensets](https://www.materialinsights.org/energy/e_engines/) Industries [Telecommunications](https://www.materialinsights.org/industries/telecom/)[Software and IT services](https://www.materialinsights.org/industries/software_it/)**Examples:** JioStar, Zee Entertainment, Sun TV Network, BBC **Streaming video and audio platforms**4 · Critical Stream films, series, music and creator videos on demand, charging subscriptions or selling ads.^[1](https://www.pwc.com/gx/en/news-room/press-releases/2025/pwc-global-entertainment-media-outlook.html)^,^[2](https://www.ey.com/en_in/newsroom/2026/03/india-s-media-and-entertainment-sector-grew-9-percent-to-inr-2-point-78-trillion-in-2025-driven-by-digital-and-live-experiences-ficci-ey-report) **Why critical:** A few global platforms control audiences and data; creators and labels have limited alternative routes to viewers at scale. Technologies Adaptive bitrate streaming Recommendation algorithms Digital rights management Ad-insertion technology Depends on Energy [DC Data centres](https://www.materialinsights.org/energy/e_data_centres/) Industries [Software and IT services](https://www.materialinsights.org/industries/software_it/)[Data centres and cloud](https://www.materialinsights.org/industries/data_centres/)[Telecommunications](https://www.materialinsights.org/industries/telecom/)**Examples:** YouTube, Netflix, JioHotstar, Spotify **Newspaper, magazine and book publishers**2 · Supporting Report, edit and print news, magazines and books, selling copies, subscriptions and ads.^[1](https://www.pwc.com/gx/en/news-room/press-releases/2025/pwc-global-entertainment-media-outlook.html) **Why supporting:** Many publishers compete and digital substitutes are plentiful; newsprint price is their main exposure. Technologies Offset web printing Content management systems Digital paywalls Print-on-demand Depends on Commodities [Tm Timber](https://www.materialinsights.org/commodities/lumber/) Chemicals [CB Carbon black](https://www.materialinsights.org/chemicals/carbon_black/)[Pig Organic pigments](https://www.materialinsights.org/chemicals/pigments/) Energy [Dist Distribution grids, mini-grids and interconnectors](https://www.materialinsights.org/energy/e_distribution/)[ICV Combustion road vehicles](https://www.materialinsights.org/energy/e_road_ice/) Industries [Paper and packaging](https://www.materialinsights.org/industries/paper_packaging/)[Transport and logistics](https://www.materialinsights.org/industries/transport_logistics/)**Examples:** Bennett, Coleman & Co (Times Group), HT Media, DB Corp, Penguin Random House Stage 4 **Delivery and venuesContent delivery networks and media cloud**3 · Important Cache and deliver video, games and web content from servers near users so streams start fast and do not buffer.^[1](https://www.pwc.com/gx/en/news-room/press-releases/2025/pwc-global-entertainment-media-outlook.html) **Why important:** Several CDNs compete and large platforms use more than one, though a major CDN outage can take down many sites at once. Technologies Edge caching Multicast and low-latency streaming DDoS protection Media transcoding Depends on Commodities [Cu Copper](https://www.materialinsights.org/commodities/copper/) Energy [DC Data centres](https://www.materialinsights.org/energy/e_data_centres/) Industries [Data centres and cloud](https://www.materialinsights.org/industries/data_centres/)[Telecommunications](https://www.materialinsights.org/industries/telecom/)**Examples:** Akamai, Cloudflare, Amazon CloudFront, Tata Communications **Cinema exhibitors**2 · Supporting Run multiplex and single-screen cinemas, earning from tickets, food and on-screen ads.^[1](https://www.pwc.com/gx/en/news-room/press-releases/2025/pwc-global-entertainment-media-outlook.html) **Why supporting:** Several chains compete and films also go to streaming; global box office was about US$ 33 billion in 2024. Technologies Digital cinema projectors Premium large formats and immersive sound Online ticketing Laser projection Depends on Commodities [Mz Maize](https://www.materialinsights.org/commodities/maize/) Chemicals [PU Polyurethanes (MDI, TDI, polyols)](https://www.materialinsights.org/chemicals/polyurethanes/) Energy [HP Heat pumps, air conditioning and refrigeration](https://www.materialinsights.org/energy/e_heat_pumps/)[LED Lighting and displays](https://www.materialinsights.org/energy/e_lighting/) Industries [Real estate](https://www.materialinsights.org/industries/real_estate/)[Computers and electronics](https://www.materialinsights.org/industries/computers_electronics/)**Examples:** PVR INOX, Cinépolis, AMC Entertainment **Live event promoters, ticketing and venues**2 · Supporting Stage concerts, festivals and sporting events and sell tickets, sponsorship and merchandise.^[2](https://www.ey.com/en_in/newsroom/2026/03/india-s-media-and-entertainment-sector-grew-9-percent-to-inr-2-point-78-trillion-in-2025-driven-by-digital-and-live-experiences-ficci-ey-report) **Why supporting:** Many promoters and venues exist, though ticketing tends to concentrate on one or two platforms per market. Technologies Online ticketing and dynamic pricing Stage lighting and sound Crowd management Cashless payments Depends on Commodities [St Steel](https://www.materialinsights.org/commodities/steel/) Energy [ICE Internal combustion engines and gensets](https://www.materialinsights.org/energy/e_engines/)[LED Lighting and displays](https://www.materialinsights.org/energy/e_lighting/) Industries [Software and IT services](https://www.materialinsights.org/industries/software_it/)[Transport and logistics](https://www.materialinsights.org/industries/transport_logistics/)**Examples:** Live Nation, BookMyShow, Wizcraft International Stage 5 **Monetisation and measurementAdvertising platforms and media agencies**4 · Critical Sell and buy audience attention: platforms run auctions for ad slots, agencies plan and buy media for brands.^[1](https://www.pwc.com/gx/en/news-room/press-releases/2025/pwc-global-entertainment-media-outlook.html)^,^[2](https://www.ey.com/en_in/newsroom/2026/03/india-s-media-and-entertainment-sector-grew-9-percent-to-inr-2-point-78-trillion-in-2025-driven-by-digital-and-live-experiences-ficci-ey-report) **Why critical:** Digital formats took 72% of global ad revenue in 2024 and are concentrated in a few platforms, which set prices and rules for everyone else. Technologies Programmatic ad exchanges Search and social ad auctions Audience targeting and measurement AI-generated creative Depends on Energy [DC Data centres](https://www.materialinsights.org/energy/e_data_centres/) Industries [Software and IT services](https://www.materialinsights.org/industries/software_it/)[Data centres and cloud](https://www.materialinsights.org/industries/data_centres/)**Examples:** Google, Meta, WPP, Publicis Groupe · Digital ≈ 72% of global ad revenue, 2024 **Audience measurement and rights societies**4 · Critical Measure viewing and listening that sets ad rates, and collect royalties for composers and labels from broadcasters and venues.^[1](https://www.pwc.com/gx/en/news-room/press-releases/2025/pwc-global-entertainment-media-outlook.html)^,^[3](https://www.newsonair.gov.in/ib-ministry-proposes-amendments-to-rules-for-tv-rating-agencies-to-open-up-trp-market/) **Why critical:** Usually one recognised ratings body or collecting society per market: BARC is India's only TV ratings agency, with about 58,000 people meters for some 230 million TV homes, so its numbers are the currency for TV ad spend. Technologies People meters and audio watermarking Cross-platform measurement Royalty distribution systems Depends on Energy [DC Data centres](https://www.materialinsights.org/energy/e_data_centres/) Industries [Software and IT services](https://www.materialinsights.org/industries/software_it/)[Computers and electronics](https://www.materialinsights.org/industries/computers_electronics/)**Examples:** BARC India, Nielsen, Indian Performing Right Society (IPRS), Comscore ## Other sections - [Overview](https://www.materialinsights.org/industries/media_entertainment/index.md) - [Where ₹100 goes](https://www.materialinsights.org/industries/media_entertainment/cost-mix/index.md) - [Price links with suppliers](https://www.materialinsights.org/industries/media_entertainment/price-links/index.md) - [Example story](https://www.materialinsights.org/industries/media_entertainment/story/index.md) - [Linked industries](https://www.materialinsights.org/industries/media_entertainment/linked-industries/index.md) - [Materials drawn on](https://www.materialinsights.org/industries/media_entertainment/materials/index.md) - [Chokepoints and risks](https://www.materialinsights.org/industries/media_entertainment/risks/index.md) - [Sources](https://www.materialinsights.org/industries/media_entertainment/sources/index.md)