Call for Action? "Beyond Screens – Streaming VOD’s Impact on India’s Creative Economy" report by Media Partners Asia
A Deep Dive into the Growth, Challenges, and Opportunities Shaping India’s VOD Landscape
Hey Streamers 👋,
A warm welcome to the 47th edition of the “Streaming in India” newsletter, your weekly news digest about streaming players, OTT trends, and analyses. If you are not already a subscriber, please sign up and join 3,000+ others who receive it directly in their inbox every Wednesday.
Paris 2024 Olympics: Streaming the Spirit of Competition
As the world turns its eyes towards France, the Paris 2024 Olympics are set to ignite the global sports stage starting July 26. This year, India proudly sends over 100 athletes to compete across 16 sports in 69 medal events. Enthusiasts in India can catch all the action live and for free, ensuring no one misses out on cheering for their national heroes.
India's Opening Salvo and Historical Context
The Indian contingent's journey begins on July 25 with the archery ranking rounds, featuring notable archers such as Deepika Kumari and Tarundeep Rai. Reflecting on past glories, India's best Olympic performance came at Tokyo 2020, where the nation secured seven medals, including one gold, two silvers, and four bronzes.
Highlighting India's achievements, Neeraj Chopra stands out as he made history in Tokyo by clinching gold in men’s javelin throw—the first Olympic medal in athletics for India. Chopra will defend his title on August 6 and 8. Alongside him, prominent figures like badminton ace PV Sindhu, weightlifting star Mirabai Chanu, and boxing talent Lolina Borohain are set to showcase their prowess.
Team India's Composition and Prospects
The Paris Olympics will see India represented by a diverse team of 112 members. The athletics contingent is the largest, boasting 29 athletes including Annu Rani and Avinash Sable. The Indian men’s hockey team, a bronze medalist at Tokyo 2020, along with a vibrant array of young talents like Sumit Nagal, Nikhat Zareen, and others, is poised to make a mark.
Broadcasting and Streaming Details
Fans in India wondering where to catch the Paris 2024 Olympics are in for a treat with comprehensive coverage plans:
Television Broadcast: The entire event will be broadcast live on the Sports18 network. For English coverage, tune into Sports 18 1 and Sports 18 1 HD. Hindi audiences can watch on Sports18 Khel and Sports 18 2, while regional language options in Tamil and Telugu will be available on respective channels. A global action feed will be broadcast on Sports 18 3.
Live Streaming: JioCinema app and website will offer free live streaming of the Paris 2024 Olympics, ensuring everyone can access the games from anywhere in India.
A Head Start
While the official commencement is on July 26, the excitement begins earlier with preliminary rounds in archery, handball, rugby sevens, and football. This prelude offers fans an early glimpse of the competition and sets the stage for what promises to be an enthralling event.
Stay connected, stay updated, and let's rally behind Team India as they go for gold in Paris!
Today’s program:
Breaking Down the "Beyond Screens – Streaming VOD’s Impact on India’s Creative Economy" report by Media Partners Asia
MY Views: Strategic Reflections on the Indian Streaming Industry
And….Action!
Breaking Down the "Beyond Screens – Streaming VOD’s Impact on India’s Creative Economy" report by Media Partners Asia
In this edition of The Streaming Lab newsletter, we are thrilled to provide a few highlights from the recent report, "Beyond Screens – Streaming VOD’s Impact on India’s Creative Economy" by Media Partners Asia, commissioned by Prime Video India.
This report sheds light on how streaming is revolutionizing not just entertainment, but also economic and cultural landscapes across India.
Detailed Insights from the Media Partners Asia Report
Economic Contributions and Investment Trends
Sector Investment: The report highlights that the Indian streaming industry commands an impressive annual investment nearing $6 billion, mirroring the market dynamics of countries like South Korea.
Per Capita Comparison: The stark contrast in per capita content investment between India ($4) and other major economies like the U.S. ($370) underscores the untapped potential within the Indian market.
Growth Trajectory: SVOD revenues are increasing, signaling a mature phase where growth is characterized by strategic content curation rather than just expansion.
Employment Landscape
Job Market Expansion: Streaming is poised to significantly expand its workforce, potentially reaching up to 330,000 jobs by 2028, influenced by both direct and indirect employment opportunities within related industries.
Impact on Allied Industries: The surge in streaming has also catalyzed growth in telecommunications and media production, turning video streaming into a cornerstone of digital consumption.
Online video platforms’ Originals, of which more than 1,000 were produced between 2015-2023, have become “global ambassadors of India’s rich cultural tapestry, showcasing a diverse range of local stories through original series and movies,” the report says. This applies within the country and overseas.
Cultural Impact and International Presence
Global Cultural Ambassadors: Shows like “Mirzapur” and “Heeramandi” have transcended national boundaries, engaging global audiences and showcasing the richness of Indian storytelling.
International Awards and Recognition: Indian series are increasingly recognized in international circuits, marking a significant shift in global content consumption trends towards Indian productions.
Throughout 2023, Prime Video Indian originals consistently secured spots in the Global Top 10 list for all content, including English, for 43 out of 52 weeks. In 2023, Indian films and series released by Netflix featured in the Global Top 10 for non-English content for 49 out of 52 weeks. More than 60 Indian stories, including 17 Netflix India originals, ranked among the top 10 globally in the non-English category. And ZEE5 Global has experienced a 46% year-on-year increase in original content viewing in the U.S.
Diversity and Inclusion Initiatives
Increasing Female Representation: There has been a commendable increase in the involvement of women in both creative and technical roles within the industry.
Showcasing Regional Diversity: The report applauds the industry’s move to include stories from non-metropolitan areas, enriching the narrative diversity and providing a platform for underrepresented regions.
Women on-screen have increased – from two in 2017 to 47 in 2023 – and are now creating a positive feedback loop. Women-led shows included “Delhi Crime,” “Maharani” and “Daahad.”
“Industry stakeholders and governments both state and central, must collaborate on developing policies that incentivize the establishment of new state-of-the-art production facilities throughout the country,” the report recommends.
Challenges to Address
Infrastructure Needs: The report stresses the necessity for modern, well-equipped production facilities beyond the traditional hubs to accommodate the growing demand for content production.
Skill Development: There is an acute need for structured training programs to cultivate a skilled workforce capable of sustaining the industry’s growth and innovation.
It rounds off with a warning about piracy and the economic benefits of tackling it, which it warns could grow from an estimate $1.5 billion in 2023 to $3.3 billion in 2028.
Recommendations for a Robust Growth Framework
Policy Frameworks: Advocating for policies that incentivize investment in local content production and infrastructure development.
Education and Training: Emphasizing the importance of educational initiatives to build a comprehensive talent pipeline, enhancing the skills of both new entrants and existing professionals in the industry.
With additional Sources, including some quotes mentioned on the recent Variety article.
MY Views: Strategic Reflections on the Indian Streaming Industry
The Media Partners Asia report provides us with a clear picture of the Indian streaming industry's vast potential and the challenges it faces. The dominance of platforms like Netflix, Amazon Prime Video, JioCinema, and Disney+ Hotstar highlights a competitive landscape where scale matters. However, the real intrigue lies in the burgeoning role of regional players and niche platforms that cater to specific cultural and linguistic audiences.
Embracing Regional Dynamics:
Local Flavor: Platforms focusing on regional content can leverage their deep cultural understanding to deliver more personalized and engaging content, resonating strongly with local audiences.
Innovation Imperative: To stand out, these platforms must pioneer new formats and engagement models, perhaps integrating interactive elements or blending commerce directly with content to enhance viewer experience.
The Untapped Creator Economy:
Beyond Conventional Platforms: The rise of content creators on platforms like ShareChat and Dailyhunt highlights a vibrant creator economy that thrives on the diversity of Indian cultural life.
Potential for Disruption: This sector represents a dynamic frontier for the streaming industry, poised to challenge traditional content delivery models and reshape entertainment consumption.
Looking Ahead:
The future of streaming in India is not just about content and technology, but also about harnessing the creative potential across the nation’s varied demographic. As industry leaders, we must foster an ecosystem that supports innovation, inclusivity, and sustainability.
Conclusion: A Call to Collaborative Action
As we explore these transformative times, The Streaming Lab invites you to engage with us in shaping the future of the Indian streaming industry. Your insights, experiences, and foresight are invaluable as we collectively navigate the challenges and seize the opportunities presented by our favorite sector.
That’s all for today folks. If you enjoyed this breakdown, please consider sharing it with your friends and colleagues.
My kids pulled me into watching this new live action version of the popular cartoon which released on Netflix: Chhota Bheem and the Curse of Damyaan and I did not regret sitting through this entertaining film.
Time travel, immortality, Anupam Kher in a kids movie and one of India’s most popular mythological characters come together for an enjoyable watch.
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