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
Samay Raina confirms return of India’s Got Latent after controversy
Still Alive mixes humour and reflection as comedian revisits 2025 row
MUMBAI: Samay Raina has signalled a possible return of his controversial show India’s Got Latent, using his latest stand-up special Still Alive to address the past and hint at what lies ahead.
Released on YouTube, the special marks Raina’s most candid take yet on the backlash that forced the show off air in 2025. While much of the performance leans on humour, it also dips into more reflective territory, offering a glimpse into the emotional toll of the controversy.
Recounting the fallout, YouTube comedian samay raina said, “We were both extremely unsettled. How would we navigate this? It was terrifying. We were lost as to what was happening.” He also spoke about a moment involving fellow comedian Balraj Ghai’s family, describing it as overwhelming and difficult to process.
The personal impact of the episode came through most strongly when Raina spoke about his family. He admitted he struggled to even answer a call from his mother during the crisis. YouTube comedian samay raina said, “I hesitated to answer her call and show my tear-streaked face. How would she react? My mom is unaware of anything except how to love.”
Amid the introspection, Raina also dropped a clear hint about the future of his show. While he believes the first season ended on a high note, he confirmed that he intends to revive it. YouTube comedian samay raina said, “I will bring back the show because it used to be fun making it.”
The original run of India’s Got Latent had been pulled down following widespread criticism and legal scrutiny over controversial remarks that went viral, prompting debates around content boundaries in India’s digital entertainment space. Raina later removed episodes and issued an apology, stepping back from major releases for a period.
His return now appears more measured, blending humour with reflection and signalling a creative reset. He also hinted that the next iteration of the show could be more raw and unfiltered, though details remain under wraps.
For fans, the takeaway is simple. The show that sparked both laughter and debate may be gearing up for a second act, with Raina ready to test the limits once again, this time with a sharper sense of where the lines lie.
