iWorld
Mahindra Comviva Partners with Sacom Mediaworks to Enable content engagement through mobile operators
Mahindra Comviva, the global leader in mobility solutions, today announced that it has entered into a partnership with Sacom Mediaworks, a leading content aggregator in Middle East & Africa. This tie-up with Sacom Mediaworks will provide Mooditt Digital Store, Mahindra’s digital marketplace for content, with a broader range of digital VOD content – short and long format.
. Provides access to high quality VOD content for mobile operator distribution
. Content catering to emerging markets in LATAM, Asia Pacific, MENA, Africa
Mahindra Comviva, the global leader in mobility solutions, today announced that it has entered into a partnership with Sacom Mediaworks, a leading content aggregator in Middle East & Africa. This tie-up with Sacom Mediaworks will provide Mooditt Digital Store, Mahindra’s digital marketplace for content, with a broader range of digital VOD content – short and long format.
Mahindra Comviva’s Mooditt Digital Store is a one-of-its-kind digital marketplace that brings the entire ecosystem of content providers, application providers and distribution channels on a single platform and leverages multiple channels of content distribution like web, mobile applications, WAP, DTH, Radio, TV, IPTV, Text, and IVR for seamless distribution. Besides enabling a robust content sharing ecosystem, the Mooditt Digital Store adds value by bringing automated partner management and data analytics to the table, enabling seamless content flows to various participants of the ecosystem.
With the exponential growth of digital content, content discovery and distribution is becoming increasingly challenging in today’s world. In an increasingly fragmented environment, the challenge for distribution channels is to get access to right content in the minimal possible timeframe. On the other hand content providers, especially small time artists and independent content creators are struggling to maximize reach and dial up monetization.
Speaking on the partnership, Atul Madan, Senior Vice President, Digital Lifestyle Solutions at Mahindra Comviva said, “We are very pleased with our partnership with Sacom Mediaworks as it puts us on a stronger footing in the Middle East and Africa. Mahindra Comviva’s expertise in end to end content management combined with Sacom’s robust catalogue of Arab, Asian and Hollywood video content will lead to new growth opportunities in the region. We are looking forward to working with Sacom Mediaworks and create mutually beneficial synergies.”
Dinesh Gupta, Director at Sacom Mediaworks said, “We’re excited to join forces with Mahindra Comviva that brings the pedigree of Mahindra & Bharti Airtel Group, having successfully consolidated their position as market leaders in Telecom & Mobility solutions domains with presence in 4 continents and 70+ countries. We will be working together to grow the reach and monetization potential of our content together and offer our entertainment IPs & VOD content in Hollywood, Arabic & Bollywood genres for Middle East, Africa, Russia, CIS countries & Asia Pacific. Mooddit Digital Store addresses the twin problems of reach and discoverability of content and deserves a more robust content library to implement at scale. Every story deserves an audience and this partnership will go a long way in taking the stories to their audiences.”
Sacom Mediaworks’ global content portfolio includes over 10,000 hours of video content spanning genres like Feature Films, Television Series, Short Films, Live Entertainment Events, Celebrity chat shows, and Health & Fitness shows. Sacom has a proven track record of producing & distributing content globally, it has successfully distributed over 30,000 hours of content to 40+ platforms in 5 continents and 15 languages. The company has collaborated with a number of production houses including local and international content providers, copyright bodies & artists and consistently works to add newer platforms and markets to optimise its content footprint. Sacom also owns and manages online platforms that have an aggregated annual traffic of over 100 million page views globally.
iWorld
Streaming boom crosses 200 million as India shifts to sustainable growth
From content bets to CTV rise, industry leaders map streaming’s next phase
MUMBAI: India’s streaming story has entered a new chapter, and this time it is less about land grab and more about staying power. At a panel on the evolving streaming economy, industry leaders agreed that with subscriptions crossing 200 million and revenues surging, the focus has decisively shifted to sustainable growth, smarter content bets and sharper partnerships.
Moderator EY partner Raghav Anand, set the tone by pointing to the sharp jump in paid subscriptions, driven by a mix of sports, bundling and improved distribution. The result is a fast-maturing ecosystem where subscription revenues are beginning to complement, and in some cases rival, advertising-led growth.
For Amazon Prime Video Svod business India director & head Shilangi Mukherji, the past decade has been about balancing choice with clarity. “It’s not an either-or market anymore,” she noted. “There is space for everything, from television to ad-supported streaming to subscriptions. The real win is when they all grow together.”
At the heart of this growth lies a simple trio: selection, value and convenience. Content remains king, but not in isolation. Platforms are now curating vast libraries that blend originals, rentals, and third-party services, all under one roof. The aim is to create an ecosystem where viewers do not need to hop between apps to find what they want.
Content itself is also evolving. Mukherji highlighted that nearly half of Prime Video’s viewership comes from outside a show’s home region, underlining the collapse of traditional language silos. Stories are no longer “regional” but increasingly pan-Indian, with talent and narratives travelling seamlessly across states.
Franchise-building has become another cornerstone, with a majority of shows designed for multiple seasons. The goal is not just to attract viewers but to keep them coming back, turning series into long-term cultural touchpoints rather than one-off hits.
On the production side, Hungama Digital Media managing director & CEO Neeraj Roy, described an industry that is both resilient and recalibrating. While the pandemic accelerated content consumption and discovery, it also reset market dynamics. Pre-sales have softened, satellite revenues have tightened, and the easy money phase of digital deals has cooled.
“The honeymoon is over,” Roy said candidly. “Now, content has to prove itself. If it works at the box office or with audiences, everything else follows.”
This shift, he argued, is pushing creators towards greater discipline. Fewer projects are being made, but with sharper focus on quality and audience appeal. At the same time, global exposure to diverse content, from Korean dramas to Malayalam cinema, has raised the bar for storytelling across the board.
Another quiet transformation is unfolding in how content is consumed. While mobile remains the primary gateway, especially for payments and discovery, connected TVs are fast becoming the preferred screen for long-form viewing. Mukherji described this not as a battle of devices but as a “force multiplier”, with platforms tailoring plans for mobile-only users, living room viewers and multi-device households alike.
The monetisation playbook is also widening. Beyond subscriptions and ads, platforms are experimenting with rentals, bundled offerings and commerce integrations, building layered revenue streams that cater to different stages of the consumer journey.
Looking ahead, both panellists pointed to global ambition as the next frontier. Mukherji emphasised taking Indian stories to the world through deeper localisation, calling content India’s soft power. Roy, meanwhile, stressed the need for investment in infrastructure, skills and, crucially, transparent data systems to guide creators with better insights.
If the first phase of India’s streaming boom was about scale, the next will be about substance. And as the industry settles into this new rhythm, one thing is clear: the real streaming wars may be over, but the race to win viewers’ time has only just begun.
