iWorld
Indian content producers see uptick in revenues from online video platforms
Mumbai: The production of local originals in India is heating up and giving a boost to the creative economy. Online video platforms are expected to invest heavily into local original content to ensure robust paid subscriber growth.
“The market for digital content has definitely increased,” said Fremantle India managing director Aradhana Bhola. Fremantle India is known for its unscripted TV reality series like “India Idol” and “India’s Got Talent.”
Fremantle is a global production and distribution company based in the UK that has created hit reality series “Too Hot To Handle” on Netflix and “Hear Me. Love Me.” featuring actor Shilpa Shetty on Prime Video. The Indian arm of the production company has collaborated with YouTube India for two YouTube originals “Hello 2021” followed by “You V YouTube” hosted by actor and cricket presenter Gaurav Kapur.
“We don’t have a formal partnership in terms of some kind of output deal, however, we are working a lot with them (YouTube),” said Bhola.
According to Media Partners Asia, investment in online video content reached $1 billion in 2021. Furthermore, the investments in local content increased from 29 per cent in 2020 to 37 per cent in 2021. Licensed/acquired content accounts for 63 per cent share of investments in online video content.
OTT platform Lionsgate Play, the streaming arm of Lionsgate Entertainment is also launching its first Indian original “Hiccups and Hookups” starring Lara Dutta and Prateik Babbar. Prime Video is releasing the third season of its hit series “Inside Edge.” Disney+ Hotstar is releasing its family drama “Dil Bekaraar.” Netflix is releasing its comedy “Decoupled” that stars R Madhavan and Surveen Chawla. The space for local originals is heating up.
There is a strong correlation between OTT players who are willing to invest in premium content to service uptake and audience stickiness, according to a study by Boston Consulting Group (BCG). “In the last two-three years, the Indian OTT industry has come of age. The subscription OTT industry is growing at a much faster pace compared to the rest of the industry. This indicates a maturing of the consumer who is now willing to pay for specific content,” said BCG senior partner and managing director Kanchan Samtani.
Media Partners Asia vice president and head of India Mihir Shah estimates that if OTT players continue to invest in local content at this rate the subscription video on-demand adoption will grow by four times and reach 224 million subscribers and $ 2.1 billion in revenues by 2026.
The leading OTT players in terms of subscriber share in the SVOD market are Disney+ Hostar (50 per cent), Prime Video (19 per cent) and Netflix (5 per cent). Revenue share of SVOD subscriptions is at 25 per cent for Disney+ Hotstar, 22 per cent for Prime Video, and 29 per cent for Netflix.
iWorld
Prime Video unveils biggest India originals slate yet
Nearly 55 titles across languages signal deeper push into films, series
MUMBAI: Prime Video is turning up the volume on Indian storytelling, unveiling its largest-ever Originals slate at the ‘Prime Video Presents’ showcase, with close to 55 series and films spanning languages, genres and formats.
The new lineup, which stretches across Hindi, Tamil and Telugu, signals a clear intent: go bigger, go wider, and meet audiences wherever they are watching, whether on streaming screens or in cinemas. Alongside Originals, the platform also announced a fresh theatrical slate under Amazon MGM Studios, marking a deeper step into the big-screen business.
Among the headline acts is The Revolutionaries, a large-scale drama from Nikkhil Advani starring Bhuvan Bam and Rohit Saraf. The slate also features Matka King with Vijay Varma, Raakh starring Ali Fazal and Sonali Bendre, and Lukkhe, which marks rapper King’s acting debut. Adding a genre twist is Vansh – The Kalyug Warriors, positioned as India’s first homegrown Hindi superhero series for streaming.
Familiar favourites are also making a return, with new seasons of Farzi, Panchayat, Call Me Bae, Dupahiya, Dahaad and The Traitors in the pipeline, reinforcing the platform’s bet on established franchises.
Regional storytelling gets a notable push. Highlights include a Telugu adaptation of The Traitors hosted by Teja Sajja, the drama Guvvala Cheruvu Ghat, and Tamil titles such as Exam and returning seasons of Vadhandhi and Inspector Rishi.
The slate also opens new creative partnerships. Hrithik Roshan’s HRX Films steps into streaming with Storm and Mess, while Alia Bhatt’s Eternal Sunshine Productions backs Don’t Be Shy. Production houses including Excel Entertainment, Tiger Baby Films and The Viral Fever further deepen the creative bench.
On the theatrical front, the platform is lining up five films, including Raftaar starring Rajkummar Rao and Keerthy Suresh, VIBE directed by Kunal Kemmu, Dilkashi with music by A. R. Rahman, Nayyi Navelli featuring Yami Gautam, and Kuku Ki Kundli starring Wamiqa Gabbi.
According to Prime Video India director and head of Svod business Shilangi Mukherji, India remains central to the platform’s global growth, ranking among its top markets for new subscribers. She noted that nearly two-thirds of users watch content in more than four languages, underlining a growing appetite for diverse storytelling.
Prime Video India director and head of originals Nikhil Madhok, said the new slate reflects a continued push towards bold, culturally rooted narratives with global appeal.
In short, Prime Video is not just adding titles, it is widening the lens. From small-town dramas to superhero sagas and cinema-ready spectacles, the message is simple: more stories, more voices, and far more ways to watch them.
