The Indian Express Group has redefined the Screen Awards 2025 with a digital-first strategy, announcing YouTube as the exclusive partner to stream the event. The shift underscores a growing trend in India’s entertainment economy, where cinema and digital platforms increasingly converge to tap into evolving consumer habits.
Executive Director Anant Goenka highlighted that the awards will honour storytelling beyond box office numbers, while YouTube India’s Managing Director Gunjan Soni described the partnership as a cultural and commercial milestone, merging Bollywood stars with influential digital creators. With YouTube reaching four out of five internet users in India and generating over 7.5 billion daily global views for entertainment content in 2024, the platform provides unparalleled reach and monetization potential for brands.
Curator Priyanka Sinha Jha noted the awards’ history of firsts, stressing the credibility of Screen Academy in recognizing true excellence. Industry analysts point to rapid growth in Connected TVs and mobile usage as key drivers of this transition.
Local media observers see the development as an opportunity for regional advertisers and businesses to tap into national-level cultural events. With digital consumption steadily rising, particularly among younger demographics, the YouTube-streamed Screen Awards are expected to fuel greater brand visibility and audience participation in the Northeast market.