iWorld
OTT players spend exceeds traditional broadcasters; Netflix weighing Indian content to drive growth
MUMBAI: Online platforms such as Amazon and the streaming giant Netflix have ramped up their investment in programming, investing US$ 7.5 billion last year which is more than HBO, Turner and CBS in most countries including Australia and South Korea.
Netflix invested over twice as much on original programming as the entire Australian TV market, a new report stated. In India, it could look at licensing deals and produce more local language content as it seeks to strengthen its presence here.
The US-based company, which expanded into over 130 markets, entered India a few months ago and rivals streaming sites or platforms such as Star India’s Hotstar, SonyLiv, YuppTV, Spuul, Ditto TV, Eros Now, and Hungama. All these are betting on growing smartphone and Internet use to drive growth. Netflix could soon be introducing ‘download-and-go’ offline streaming.
Between 2013 and 2015, Amazon and Netflix doubled their annual investments on programming. In 2013, Amazon spent US$ 1.22 billion, that jumped to US$ 2.67 billion in 2015. In the corresponding period, Netflix investments rose from US$ 2.38 billion to US$ 4.91 billion, a IHS Markit report stated while examining how TV programme producers are adapting to the era of internet TV.
“Netflix and Amazon investments are only topped by Disney ($11.84 billion) and NBC ($10.27 billion),” said IHS Technology senior principal analyst Tim Westcott,.
Netflix added over 50 per cent more subscribers than expected in the third quarter as original shows such as “Stranger Things” drew new international viewers and kept US customers despite a price hike, according to FactSet StreetAccount.
Other online platforms such as China’s Youku Toudu, iQifyi, Tencent and Hulu in the US have also increased their investment in original programming and acquisitions.
“More and more consumers are watching content online, shaking the foundations of the traditional TV industry,” Westcott said. “However, it’s premature to declare that the era of linear TV is over,” he added.
Westcott estimated that, in 2015, the US represented 33 per cent of worldwide expenditure on TV programming, with US$ 43 billion invested across free-to-air, pay TV and online.” “Netflix and Amazon, though they are US companies, are now commissioning for multiple territories, so we have treated them as global platforms.”
The biggest markets in Western Europe were the UK with $10.7 billion, Germany ($7.3 billion), France ($6.6 billion) and Italy ($4.6 billion). “Notably, China is now the second largest market in Asia Pacific, with $8.4 billion invested last year,” Westcott said. Japan is the largest in the region with $9.8 billion, followed by South Korea ($2.6 billion), Australia and India—both on $2.4 billion.
Netflix considers pouring money into building its stable of licensed and original movies and TV shows. Content spending will rise to $6 billion next year, a $1 billion increase from 2016, its CEO Reed Hastings has said.
It faces competition from the likes of Amazon and Hulu. Figures released in the World TV Production Report 2016 claim Netflix spent US$ 4.91bn on new programming the last year, compared to Australia’s total market spend of US$2.4bn. Amazon, which may reportedly launch in Australia in a few months, increased its programming investment in 2016 to US$ 2.67bn from US$ 1.22bn in 2015, although far below Disney’s spend of US$ 11.84bn in 2016.
In India however Netflix has branded itself in the premium bracket and therefore has some disadvantage as far as pricing is concerned. A majorly English language content makes business difficult for Netflix in India. More local language content and licensing deals could help in this context. Netflix, which has not disclosed its subscribers base in India, may need to adopt a localisation strategy for growth in the country.
iWorld
Prime Video bets big on India with global originals, films and franchise expansion
Execs highlight scale, travelability and new IP bets as India anchors global strategy
MUMBAI: At Prime Video Presents 2026, the message was clear and confident. India is not just part of the plan, it is central to it.
In a lively fireside chat hosted by filmmaker Karan Johar, Kelly Day, vice president of prime video and amazon mgm studios international, Nicole Clemens, vice president of international originals, and Gaurav Gandhi, vice president for Apac and Anz, laid out an ambitious roadmap. Think bigger stories, wider reach and a sharper focus on building franchises that travel.
Kelly Day, a regular visitor to India, set the tone early. Calling the country “one of the most important markets globally”, she pointed to the sheer scale and diversity of audiences as a driving force behind Prime Video’s growth. Indian Originals, she said, are not just local hits but global engines powering subscriptions and engagement.
That global appeal is already visible. According to Clemens, around 25 percent of viewership for Indian content now comes from outside the country. Shows rooted deeply in local culture are finding fans worldwide, proving that specificity, when paired with universal themes, travels well. From gritty dramas to sharp thrillers, Indian storytelling is increasingly crossing borders with ease.
Clemens, who joined recently to lead international originals, was particularly upbeat about India’s creative range. She highlighted a growing slate of over 100 shows in development and production, with more than 60 percent returning for multiple seasons. For her, the formula is simple. Authentic stories, told well, resonate everywhere.
Adding to the buzz, she teased new and returning titles, alongside a fresh superhero universe, the Kalyug Warriors. It signals a push into new genres while doubling down on familiar fan favourites.
If content is king, distribution is the clever courtier. Day outlined Prime Video’s layered business model in India, which blends subscription, rentals, add on channels and ad supported viewing through Amazon MX Player. The idea is straightforward. Give viewers choice, whether they want premium, free or pay per view.
India, she noted, has also become a testing ground for innovation. Tiered pricing, mobile only plans and language diversity have all been sharpened here before being exported to other markets. In many ways, the India playbook is now influencing global strategy.
For Gaurav Gandhi, the next chapter is about scale with intent. He outlined four priorities. Making Prime Video more accessible, pushing Indian content globally, building stronger franchises and supercharging the films business.
On films, the platform is moving beyond licensing into co productions and now theatrical releases in partnership with amazon mgm studios. These films will eventually stream on Prime Video, creating a full circle from cinema halls to living rooms across 240 countries.
Franchise building remains another key pillar. With hits like The Family Man, Mirzapur and Panchayat already enjoying multi season success, the focus is now on creating the next wave of enduring IP. Newer titles are already lining up for second seasons, signalling a steady pipeline.
What stood out through the conversation was a shared belief. Streaming in India is still in its early innings, and the runway is long. With a mix of local flavour and global ambition, Prime Video is betting that stories from India will not just stay at home, but travel far and wide.
Or as the executives seemed to suggest, the world is watching and India has plenty more to show.
