India’s $6 Billion Streaming Sector Is Having Transformative Impact on Film, TV, Talent and Gender, Says Study (EXCLUSIVE)
variety.comIndian streaming series such as Netflix’s “Heeramandi,” Prime Video’s “Mirzapur” or Disney+ Hotstar’s “Bad Cop,” could soon be more influential than Bollywood.India’s massive population and its embrace of multiple forms of video streaming are having far-reaching implications for the country’s content industries, its wider economy and the country’s position on the international stage, says an in-depth new report. “Beyond Screens – Streaming VoD’s Impact on the Creative Economy,” was published Wednesday.
It was commissioned by Prime Video India and conducted by Singapore-based Media Partners Asia. The report paints the picture of a sector that is now attracting close to $6 billion a year of local content investment, on a par with South Korea, and demonstrates that India is a top three market in terms of net new subscriber additions and revenue growth for both Amazon and Netflix.
The upside is huge. Annual content investment in India is just $4 per head of population. That compares with $80 in Japan, $120 in Korea and $370 in the U.S.
MPA says that, after a dash for growth characterized by mergers and acquisitions, aggressive gambles on prime content packages, and diversity of pricing models, the focus is now on more rational practices.
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