A fundamental shift is underway in India’s $34 billion entertainment industry as streaming giants target an expanding female audience. Indian Women take Netflix, Amazon Prime by storm. Streaming platforms are putting more women in front of and behind the camera.
- From ‘Masaba Masaba’ and ‘Bulbbul’ on Netflix to ‘Pushpavalli’ on Amazon Prime. There’s been a surge in women-centric content as movie theatres remain shut and over-the-top players look to target female viewers.
- Unique women visitors on Netflix rose to 40% last year from 26% in 2018, according to Comscore data.
- All of Amazon’s six originals released in India this year had women in key roles. While more than half of Netflix films had a female producer or director.
India’s experience highlights a global trend in which more Indian women are involved in the creation of streaming content geared toward women. Netflix had women helming 20% of its 53 original U.S. films last year, nearly double the rate of representation for women directors across the 100 top-grossing U.S. films of 2019.
Amazon Prime’s popular series “Four More Shots Please!” addresses largely taboo issues such as female sexuality and homosexuality. The show, the first of its kind in India, features casual sex, gay sex and sex in an open marriage — a stark contrast to Bollywood films.
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