iWorld
India’s creative economy set to soar with premium online video fuelling 50 per cent of new revenue growth
Mumbai – An insightful report released today unveiled the transformative power of India’s streaming video on demand (VOD) industry and its contribution to the nation’s video entertainment economy. The study, “Beyond Screens – Streaming VOD’s Impact on The Creative Economy,” commissioned by Prime Video India and conducted by Media Partners Asia (MPA), offers a compelling vision of the sector’s future and its far-reaching economic implications.
The comprehensive analysis, based on extensive research and interviews with industry leaders, reveals that premium online video-on-demand is set to fuel 50 per cent of new revenue growth of India’s total video market. The report reveals that while historically, TV has led content investments in the video industry, but online video (ex-sports) already claims 24 per cent share in 2024, a 3x increase since 2017, and is expected to touch 30 per cent by 2028. Further, with streaming revenues equating to 1.5x of movie producers’ net share from theatrical box office, the growth in the video industry holistically is being driven by streaming. Not just this, but even allied industries, like telecom are seeing the impact of video streaming. For instance, video has been the primary driver of data consumption for telcos, representing over 70 per cent of their data traffic.
The streaming revolution has already catalysed an unprecedented content boom, with over 1,500 original titles released across VOD platforms between 2016 and 2023. This surge has created a ripple effect of employment opportunities, generating approximately 174,000 direct and indirect jobs in 2023 alone. The industry’s projected growth promises to open up 280,000 positions by 2028, with the potential to exceed 330,000 jobs as demand for specialized skills in VFX, animation, subtitling, and dubbing intensifies.
Premium video platforms are the true pioneers of the pan-India content movement, playing a significant role in expanding its reach nationwide. Crucially, the report highlights how these platforms are also emerging as powerful conduits for the nation’s soft power on the global stage. By showcasing India’s diverse cultures and progressive outlook to audiences in over 190 countries, these platforms are elevating the country’s international influence to new heights. Leading streaming services like Prime Video, Disney+ Hotstar, Jio Cinema, Netflix, Sony Liv, and Zee5 are at the forefront of this cultural exportation, poised to cement Indian content’s place alongside global phenomena like Anime, K-pop, and K-dramas.
The report also highlights how the social and economic multiplier effect of streaming VOD can unlock future value for stakeholders in the creative and several allied industries, contingent on addressing key challenges:
1. Expanding modern production facilities beyond major urban centers
2. Fostering collaboration for infrastructure development
3. Cultivating technical talent through innovative training programs and academic partnerships
4. Intensifying efforts to combat piracy and protect intellectual property
As India’s creative economy stands on the brink of unprecedented growth and global impact, this report serves as a crucial roadmap for industry stakeholders and policymakers alike. The streaming VOD sector is not just reshaping entertainment; it’s redefining India’s place on the world stage.
eNews
Piyush Thakur steps down as Inshorts’ chief revenue officer
Former vice president and cro says exit marks a new chapter after close to a decade of building revenue and partnerships at Inshorts Group.
NOIDA: Piyush Thakur has stepped away from Inshorts Group after nearly 10 years with the company, marking the end of a long tenure that culminated in his role as chief revenue officer.
In a farewell note, Thakur said he was “turning a new page” after almost a decade at Inshorts, calling it one of the hardest professional decisions he has made. He added that his exit was not driven by uncertainty about the future, but by reflection on a long association with the company.
Thakur joined Inshorts in October 2016 as vice president and spent around seven years in the role before being elevated to chief revenue officer in April 2024, a position he held until April 2026.
He said his tenure was defined by “thousands of mornings, late nights, product debates and breakthrough moments”, as the company evolved into a large-scale digital news platform used by millions.
In his note, Thakur emphasised that Inshorts’ growth was a collective effort across teams, adding that engineers, designers, sales teams and customer support staff all contributed to building the platform. He said the company’s success was not the result of individuals but of “everyone who stayed, passed through, and left their mark”.
Before Inshorts, Thakur worked across several digital media and business development roles. At ESPN, he served as senior regional manager from October 2015 to October 2016, focusing on growth initiatives, strategic opportunities and video distribution.
At Times Internet, he worked for nearly three years, including as head of business development from April 2015 to September 2015 and chief manager from January 2013 to March 2015. His responsibilities included monetisation of mobile platforms, managing media and developer partnerships, and driving revenue across digital properties such as The Times of India and The Economic Times.
Earlier, he worked at Brandmovers as head of business development from June 2012 to June 2013, handling digital, mobile and social media marketing solutions, client development and strategic consulting. During this period, he also worked on advertising revenue, brand strategy and CRM-based solutions.
At Inshorts, Thakur’s role focused on revenue strategy, mobile and media partnerships, and growth initiatives across platforms. His profile highlights experience in mobile product management, digital business models, partner ecosystems and revenue expansion in high-growth environments.
