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Women are rewriting the rules of Bollywood thanks to Netflix, Amazon




Neena and Masaba Gupta in

A supernatural film celebrating a vigilante who deceived for a witch. A biopic about one of India’s first female combat pilots. And one Mumbai take on “Sex in the City” with four working women.

The content of the shows is extremely varied, but what they have in common is that they target an expanding female audience in India and were produced by American streaming giants.Netflix Inc.,Prime Video from Inc. and others. Businesses rewrite Indian $ 34 billion rules entertainment industry, bringing more women in front and behind the camera as they spend millions of dollars to take a slice of Asia’s largest open market for streaming.

An unprecedented surge in female-centric content highlights the disruption of the entertainment industry in India, which has typically relied on a prominent male actor to entice mostly male viewers to score a blockbuster. The change stems in part from thelockdown amid the coronavirus that has closed cinemas for months. With Indian women increasingly willing to pay for content they can watch on their phones or laptops, streaming platforms are pivoting to this under-exploited market.

As revenues increase in the economy by $ 2.9 trillion, per capita spending on media and entertainment is expected almost double to $ 35 in India by 2021 from five years earlier, according to Statista data.

A study carried out in 2019 by the Boston Consulting Group says Indian women are more and more have a say in household purchasing decisions. A 2016 study by Google and AT Kearney have estimated that the share of Indian women in overall online spending will increase to 42% by 2020 from 20% in 2015.

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