entertainment landscape in 2025 is defined by a deep digital shift, where traditional television still holds the largest share of advertising revenue, but digital platforms —particularly
—are rapidly becoming the primary hubs for audience engagement and "viral" cultural moments Pakistan Credit Rating Agency (PACRA) 1. Market Overview & Consumption Trends (2025)
The industry is currently a "mixed bag," seeing high engagement but facing structural challenges in traditional sectors like cinema. Television Dominance:
Remains the largest segment, with ad revenue reaching approximately PKR 50.1 billion in FY24, accounting for ~43.7% of total ad spend. Digital Surge: Digital media is the second-largest segment at PKR 35.8 billion
(~31.2% share) and is growing faster than TV with a CAGR of over 21%. Mobile-First Audience:
90% of internet users access content via smartphones. By early 2025, Pakistan had 116 million internet users 66.9 million social media identities Short-Form Video: Video content is expected to account for nearly 80% of all online traffic
by 2025, driven by the popularity of snackable formats on TikTok and Instagram Reels. DataReportal – Global Digital Insights 2. Popular Media Platforms (Early 2025 Data) Platform rankings by user reach as of January 2025: 66.9 million users (dominates the 18+ demographic).
55.9 million users; the preferred channel for tutorials and long-form video marketing.
49.4 million users; remains the leading platform for broad advertising and community groups.
37.5 million users; experiencing significant growth among Gen Z. Instagram:
18.8 million users; the "visual powerhouse" for influencer partnerships and fashion. DataReportal – Global Digital Insights 3. Content & Sector Highlights
From Social Taboos to Progressive Narratives
Five years ago, the small screen was dominated by stories of marital betrayal and evil mother-in-laws. Today, the top-rated dramas tackle subjects once considered verboten. Shows like Mere Pas Tum Ho (economic disparity and infidelity), Parizaad (body dysmorphia and classism), and Kabhi Main Kabhi Tum (introversion and adult family dynamics) have broken viewership records.
What changed? The audience. A younger, urbanized demographic demands nuance. They reject the "virtuous woman" trope and embrace flawed, complex protagonists. This shift has turned actors like Sajal Aly, Fahad Mustafa, and Yumna Zaidi into pan-Asian superstars, with social media followings that rival Bollywood B-listers.
Music: The Sufi Soul and The Rap Rebellion
Pakistan has always been synonymous with music. From the Qawwali of Nusrat Fateh Ali Khan to the pop-rock of Junoon and Strings, music is the oldest pillar of Pakistan entertainment content.
In the 2020s, two genres dominate:
- Coke Studio Phenomenon: This music television program is a cultural juggernaut. Seasons featuring artists like Atif Aslam, Abida Parveen, and the explosive debut of Shae Gill singing Pasoori (2022) turned the song into a global South Asian anthem. Coke Studio fuses folk ( ghazal, kafi ) with EDM and rock.
- The Hip-Hop Takeover: The street has a new voice. Young Stunners (Talhah Yunus, Talha Anjum) have become the voice of urban youth anxiety. Tracks like Gumaan and Afsanay are lyrical masterpieces about depression, capitalism, and identity. This underground movement is now seeping into film soundtracks.
The Juggernauts of 2022-2025
Films like The Legend of Maula Jatt (2022) shattered box office records, proving that a high-budget, technically superior local film can beat Hollywood blockbusters. This wasn't just a film; it was a cultural event that re-introduced the world to Punjabi cinema’s raw energy.
Following its success, a slew of genre films emerged:
- Horror: Mummy proved that local folklore scares better than jump scares.
- Rom-coms: Films like Parde Mein Rehne Do tackled sexual health while being funny.
- Social Thrillers: Gunjal highlighted injustice in the legal system.
Challenges remain—namely the high cost of tickets (inflation is a real enemy of cinema) and a lack of multiplexes in smaller cities. Yet, the trend is upward. The industry is learning that audiences will pay for quality, not just star power.
