PwC forecasts India’s OOH revenue to near $800M, powered by DOOH and measurement

India’s Out-of-Home (OOH) industry is in the midst of a structural transformation, and PwC’s Global Entertainment & Media Outlook 2025–29 reinforces this shift with clear data-backed momentum. The report highlights how transit environments, digital screen networks and measurement advancements are reshaping the pace and profile of OOH growth in the country. 

India’s OOH revenue reached USD 568 million in 2024, growing 13.4% year-on-year, making it one of the strongest-performing traditional media segments. PwC forecasts the market to scale to USD 798 million by 2029, at a 7.0% CAGR, with digital OOH (DOOH) emerging as the central growth engine. 

DOOH emerges as the driver of industry expansion 

With a projected 16.5% CAGR, DOOH is expected to grow more than eight times faster than traditional OOH formats, increasing its market share from 28.8% in 2024 to 44.1% by 2029. Traditional formats, meanwhile, are expected to expand at a modest 2.0% CAGR, signalling a decisive market shift toward digital-led outdoor communication. 

This acceleration is being powered by sustained DOOH investments in transit locations and controlled environments. Airports and metro systems continue to lead digital adoption, with Times OOH, Laqshya Media Group, JCDecaux and other operators executing large-scale digital transformations across India’s busiest commuter networks. 

An outdoor media player is also pioneering solar-powered billboards, signalling the emergence of sustainability as a competitive differentiator in outdoor advertising infrastructure. 

Measurement unlocks the next phase of OOH maturity 

PwC identifies the rollout of the IOAA national audience measurement system in 2024 as one of the sector’s most important developments. The GPS-based system—designed to capture real-time exposure and mobility insights—is expected to cover 85% of India’s OOH market by 2025. 

This marks the sector’s first large-scale move toward unified, third-party metrics, paving the way for: 

• More transparent and accountable OOH planning
   

• Greater advertiser confidence in DOOH
   

• Increased viability of programmatic buying
   

However, despite the progress, programmatic DOOH currently accounts for only 1–2% of India’s DOOH spending. PwC attributes this to infrastructure gaps, cost-sharing concerns and the absence of formal approval from the Advertising Agencies Association of India (AAAI). Adoption is expected to improve as measurement stabilises and digital networks expand. 

Regulatory developments introduce both opportunities and risks 

As DOOH accelerates, regulatory shifts remain a critical variable. PwC notes that Mumbai’s proposed advertising policy changes could restrict hoarding placements, potentially impacting inventory availability and growth opportunities for operators. At the same time, digital expansion in metros such as Mumbai, Delhi and Bengaluru continues at a rapid clip, supported by private infrastructure development and transit modernisation. 

A sector advancing toward a more digital, measurable and sustainable future 

PwC’s outlook positions India’s OOH industry on a steady long-term growth curve—underpinned by DOOH expansion, transit-media scaling, sustainability initiatives and the maturing measurement ecosystem. 

While challenges persist in programmatic enablement, cost models and policy frameworks, the fundamentals remain strong. With improved infrastructure, better metrics and clearer regulatory direction, India’s OOH sector is set for a significant evolution and deeper integration with digitally enabled media strategies over the next five years.