Streaming platforms have given Indian creators a global stage, also reshaped storytelling by embracing local narratives
One of the most significant trends in India’s creative sector is the burgeoning demand for regional content. With over 19,500 languages and dialects spoken across the country, regional storytelling offers immense untapped potential. Platforms and creators are increasingly investing in Tamil, Telugu, Bengali, Marathi, and Kannada content, recognising the appetite for vernacular narratives.
India, a country with a rich cultural heritage and a population of over 1.4 billion, has seen an extraordinary transformation in its creative and content sectors over the past two decades. As the world’s largest democracy embraces digitisation, the creative industries, including film, music, digital content, advertising, and gaming, have emerged as significant contributors to the economy and cultural zeitgeist.
The boom is driven by a combination of factors such as increased internet penetration, affordable smartphones, and a burgeoning middle class. As of 2024, India has over 850 million internet users, making it one of the largest online markets globally. This vast digital audience has led to a surge in demand for diverse, high-quality content that resonates with varied linguistic and cultural demographics.
Streaming change
Streaming platforms such as Netflix, Amazon Prime Video, Disney+ Hotstar and home-grown services such as Jio Cinema, ZEE5 and ALTBalaji have revolutionised content consumption in India. These platforms have not only provided Indian creators with a global stage but also reshaped storytelling by embracing local narratives. Series like “Sacred Games”, “Mirzapur”, “Made in Heaven”, “Famous Lives of Bollywood Wives” and “Paatal Lok” exemplify the blending of global production values with authentic Indian storytelling, attracting both domestic and international audiences.
The rise of OTT (Over-The-Top) platforms has democratised content creation, enabling independent filmmakers and regional artists to bypass traditional gatekeepers. This shift has diversified the creative landscape, showcasing stories from India’s heartlands and marginalised communities, thereby enriching the cultural tapestry.
Regional game-changer
One of the most significant trends in India’s creative sector is the burgeoning demand for regional content. With over 19,500 languages and dialects spoken across the country, regional storytelling offers immense untapped potential. Platforms and creators are increasingly investing in Tamil, Telugu, Bengali, Marathi, and Kannada content, recognising the appetite for vernacular narratives.
The success of regional films such as “RRR,” “Pushpa,” and “Kantara” highlights the power of local stories with universal appeal. Such films have not only dominated domestic box offices but also gained international acclaim, exemplifying the global relevance of India’s regional cinema.
Digital creators
Social media platforms like YouTube and Instagram have transformed ordinary individuals into content creators and influencers. India is home to some of the world’s most followed digital creators, whose content spans comedy, education, lifestyle, and social commentary. Platforms have also enabled the monetisation of creative work, empowering creators to turn their passions into sustainable careers.
Moreover, brands are increasingly collaborating with influencers to reach niche audiences. This shift towards influencer marketing underscores the growing significance of the creator economy in India’s advertising landscape.
Gaming star
Gaming is another segment witnessing exponential growth. The Indian gaming market is projected to reach $8.6 billion by 2027, driven by mobile gaming’s accessibility and popularity. Esports tournaments, game streaming, and local game development are creating opportunities for both players and developers. Titles like “Ludo King” and “FAU-G” demonstrate the potential for India-centric games to capture audiences.
Cultural export and soft power
India’s creative output has become a potent tool for cultural diplomacy and soft power. Bollywood, long the face of Indian cinema, now shares the global spotlight with regional films and web series. Indian music, particularly Bollywood and independent artists, has found fans worldwide, while traditional art forms like Kathak, Bharatanatyam, and Madhubani painting continue to captivate international audiences.
Challenges & opportunities
While the creative and content sectors in India are flourishing, they face challenges such as intellectual property issues, censorship, and limited funding for independent creators. The growing influence of algorithms in determining content visibility has also sparked debates about creative freedom and diversity.
However, Government initiatives like the Digital India campaign and policies supporting the media and entertainment industry have bolstered growth. Also, increasing investment from global tech giants and venture capital firms in Indian startups has catalysed innovation and expansion in the creative economy.
Road ahead
The future of India’s creative and content segment looks promising, with technological advancements like AI, AR/VR, and blockchain expected to redefine content creation and consumption. Virtual production techniques, already making inroads in filmmaking, promise to lower costs and expand creative possibilities.
Moreover, India’s youthful demographic ensures a steady supply of tech-savvy and culturally curious consumers and creators. As the nation continues to balance its rich traditions with contemporary innovations, the creative industries are poised to play an even more critical role in shaping India’s global identity.
How hum log watch television
In India, the television landscape is characterised by a significant presence of both cable and satellite (Direct-to-Home or DTH) services. As of March 2021, the combined subscriber base for pay DTH and cable sectors was approximately 122 million, with 67 million cable subscribers and 55 million pay DTH subscribers. Additionally, there were about 43 million viewers of the free DTH platform, DD Free Dish.
The total number of TV households in India has been on the rise, growing at a compound annual growth rate (CAGR) of 1.1 per cent from 2020 to 2023, reaching 217 million. This growth is expected to continue, with projections indicating that TV households will reach 248 million by 2026, out of a total of 344 million households.
Despite the global trend of cord-cutting, where viewers shift from traditional cable or satellite TV to internet-based streaming services, this phenomenon remains relatively limited in India. As of December 2022, cord-cutter households were estimated to be around 0.5 million, constituting just 0.2 per cent of the TV universe.
However, the rise of Over-The-Top (OTT) platforms is notable, especially in metropolitan areas. Cities like Delhi, Mumbai, and Bengaluru each have approximately 8 million active paid OTT subscriptions. Interestingly, the top six metros contribute only 11 per cent to India’s OTT user base but account for 35 per cent of total paid subscriptions.
In smaller cities and towns, traditional cable TV continues to maintain a strong foothold. An assessment of cable television subscribers in 22 cities indicates that viewers in metros like Mumbai, Chennai, Delhi, Kolkata, Bangalore, and Jaipur have a higher penetration of cable TV services compared to smaller cities.
