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Prime Video Releases the New Edition of O Womaniya! Report Identifying Current Gaps in Female Representation in Indian Entertainment

Newsmantra — Mon, 16 Dec 2024 11:50:37 +0000

Spearheaded by Ormax Media and Film Companion Studios, in its fourth edition, the O Womaniya! 2024 report evaluated 169 Indian films and series across 9 Indian languages released in 2023 on streaming services and in theatres, showing a widening gap in female representation between theatrical and streaming content with streaming continuing to lead the charge

The report also unveils a unique Gender Equality Toolkit to help filmmakers analyze if their own content passes crucial parameters on female representation, at the inception stage itself

Access the complete report here www.owomaniya.org

Mumbai—December 16, 2024— Prime Video, India’s most loved entertainment destination, today released the latest edition of O Womaniya! report, the most definitive study on female representation in Indian entertainment. Researched and curated by media consulting ﬁrm, Ormax Media, produced by Film Companion Studios, and championed by Prime Video, the O Womaniya! 2024 study delves deeper into current and emerging trends, while identifying gaps in female representation across key areas of production, corporate leadership, and marketing in Indian entertainment. This year, the report analyzed 169 films and series released in 2023 in nine Indian languages (Hindi, Tamil, Telugu, Malayalam, Kannada, Marathi, Punjabi, Bengali, and Gujarati), across streaming and theatrical.

Key findings of the report include:

● Content – The O Womaniya! Report institutionalized a new test, Gender Equality Toolkit¹, this year to measure female representation in content, and also enable filmmakers to apply the test and eliminate biases early on in the content creation cycle. The test checks whether women in a film or series have agency, and are drivers of their own stories or are just accessories to driving the male point of view in storytelling. Only 31% of the titles analyzed passed the Gender Equality Toolkit test, with streaming series taking the lead with 45% of them passing the test. The report also revealed that more stories pass the test when there is a female commissioning-in-charge, as 48% of the titles that passed the test were commissioned by women. The report also deployed the more traditional Bechdel Test² to analyze content to reveal almost half the titles falling short on this test as well.

● Creative Talent – Only 15% of the HOD positions analyzed across key departments of direction, cinematography, editing, writing, and production design, were held by women. Streaming had a significant contribution to this, with both streaming films and series having over 20% of HOD positions helmed by women. Editing took the lead amongst departments with over 18% of films and movies, mostly on streaming, having female editors.

● Marketing – Women still have only 29% talk time³ in trailers. Though it has increased in the past two years, growth remains marginal, with streaming films showcasing the highest propensity to allocate more talk time to women in promotional trailers. Of the titles analyzed, Made in Heaven Season 2(Hindi), Boo (Telugu), Jhimma 2 (Marathi), Taali (Hindi), Rainbow Rishta (Hindi), Wedding.con (Hindi), Sweet Kaaram Coffee (Tamil), Saas Bahu Aur Flamingo (Hindi),and Jaane Jaan (Hindi) were some of the films and series to feature high in the list.

● Corporate Talent – Among the 144 Director/CXO positions analysed across 25 leading M&E firms in India, only 12% were held by women, a slight decline over the last year.

“At Prime Video, we firmly believe that Diversity, Equity, and Inclusion (DEI) is not just good to have — it is essential to driving meaningful change. We have worked intentionally and persistently to build a diverse, inclusive, and equitable ecosystem, creating more opportunities for women, both in production and within our organization. In a collaborative industry such as ours, the true impact of DEI can only be realized when it is embraced across the board, with each of us committing to fostering an environment where women are seen, heard, and truly valued,” said Stuti Ramachandra, Director & Head of Production, International Originals, Prime Video, India. “O Womaniya! exemplifies the power of collaboration in addressing female representation in the industry. This latest edition of the report calls on all of us to accelerate these transformative efforts—not merely taking small steps, but making bold strides toward a world where opportunities and growth are defined by capability and talent, not gender.”

Sharing his thoughts on the latest findings in O Womaniya! Shailesh Kapoor, Founder & CEO, Ormax Media,said, “With every edition of O Womaniya!, we have looked at expanding the scope of the report. In this year’s edition, the introduction of the Gender Equality Toolkit offers a nuanced perspective on representation of women in entertainment. The toolkit is designed to be action-oriented, and can help creators and producers evaluate new ideas at their end, from an inclusivity perspective.”

Speaking about the report, Anupama Chopra, Film Critic and Producer said, “The entertainment industry is under greater scrutiny than ever before. With every step forward and every gap left uncovered, stakeholders are reflecting on how they can drive meaningful change. Every action and conversation around gender inclusivity matters and with the O Womaniya! Report and the newly launched Toolkit, we are moving closer to creating an equitable industry. I am deeply grateful to Prime Video and Ormax Media for their partnership in this groundbreaking initiative.”

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Indian Entertainment and Media Industry revenue to soar with a CAGR of 8.3%, Projected to Hit INR 365,000 Crore by 2028: PwC Report

Newsmantra — Mon, 09 Dec 2024 12:18:41 +0000

Indian advertising revenues is projected to grow at a CAGR of 9.4% to reach INR 1,58,000 crore (19.2 Bn USD) in 2028, which is 1.4x the global average of 6.7%.
Internet advertising in India is expected to grow at a CAGR of 15.6%, reaching INR 85,000 crore (10.2 billion USD) by 2028, the highest growth rate among the top 15 countries and 1.6 times the global average.
The online gaming and esports sector in India is growing at a CAGR of 19.2% and is projected to reach INR 39,583 crore by 2028 (4.8 Bn USD)
OTT platform revenues in India are projected to grow at a remarkable CAGR of 14.9%, the highest among the top 15 countries, to reach INR 35,061 crore (4.25 billion USD) by 2028

Mumbai, 9 Dec 2024: According to PwC India’s report “Global Entertainment & Media Outlook 2024–28: India perspective,” the Indian E&M industry is projected to grow at CAGR of 8.3% to hit INR 3,65,000 Crore (19.2 Bn USD) outpacing the global rate of 4.6%.

Despite economic challenges and geopolitical tensions, global E&M revenues grew 5.5% year-on-year, from INR 13,891,000 crore in 2022 to INR 17,359,000 crore in 2023. Currently, the US leads the global E&M market by revenue, with China in the 2^nd place and India at the 9^th.

Manpreet Singh Ahuja, Chief Digital Officer and TMT Leader at PwC India

commented, “India’s Entertainment & Media sector is on the cusp of a major transformation. According to our Global Entertainment & Media Outlook 2024-2028, key growth drivers such as digital advertising, OTT platforms, online gaming, and Generative AI are shaping the future of the industry. These rapidly expanding segments are positioning India as a global leader in innovation and growth. Businesses that adapt and innovate in these areas are poised to seize unparalleled opportunities in this dynamic landscape.”

With India’s improved connectivity, rising advertising revenues and favourable Government policies around foreign direct investment (FDI), the country is predicted to see one of the highest growth rates in the next five years. The country’s large millennial and Gen-Z population base of over 91 crore has access to the world’s cheapest data costs. At present, India has 80 crore broadband subscriptions, 55 crore smartphone users and 78 crore internet users. In fact, Indians are spending 78% of their time on mobile phone apps related to E&M. Leveraging India’s strong growth trajectory in the E&M sector, the Government of India is set to host the inaugural WAVES a summit, boosting its E&M sector globally through stakeholder collaboration and innovation.

With growing consumption and gross domestic product (GDP) growth in India, the advertising market is projected to grow at a 9.4% CAGR from INR 1,01,000 crore in 2023 to INR 1,58,000 crore in 2028, which is 1.4x the global average. Most of this growth will come from digital front (internet advertising), which is expected to grow at a 15.6% CAGR, rising from INR 41,000 crore in 2023 to INR 85,000 crore in 2028. Internet advertising’s year-on-year growth, which was 26.0% in 2023, will remain in double digits throughout the forecast period (2024–28), and is expected to be 12.2% in 2028.

This shift towards cord-cutting is expected to accelerate. Traditional TV advertising will grow at a 4.2% CAGR between 2023 to 2028, while global revenues are set to drop by -1.6%. India is poised to become the fourth-largest TV advertising market by 2026.

As per the 2024 outlook, other subsectors will also witness growth that surpasses global averages:

The total online gaming and esports revenue in India stood at INR 16,480 crore in 2023 and is expected to reach INR 39,583 crore by 2028, growing at a CAGR of 19.2%. With the inclusion of real money gaming (as per PwC’s India Gaming Report ‘24) the total gaming and esports revenue would amount to INR 33,000 crore (4BnUSD) in 2023 and is expected to reach INR 66,000 crore (8BnUSD) by 2028 at a CAGR of 14.5%. Globally, video games and esports revenue will increase at a CAGR of 8.0%.
Over-the-top (OTT) will be the third-fastest growing segment with a CAGR of 14.9%, putting the country in lead by 2028.
Infrastructure enhancements have supported massive growth in India’s out-of-home (OOH) advertising market which grew by 12.9% in 2023. It is expected to continue to grow at a 7.6% CAGR.
When it comes to print advertising revenues, despite a global decline at a CAGR of -2.6%, India’s market is expected to grow at a rate of 3%, making it the 3rd largest Print market in the world by 2028
India’s cinema market continues to expand, growing at a 14.1% CAGR.
The total music (live, recorded and digital) revenue grew from INR 2,416 crore (293 Mn USD) in 2019 to INR 6,686 crore (811 Mn USD) in 2023. It is expected to cross INR 10,899 crore (1.3 Bn USD) by 2028, growing at a CAGR of 10.3%.
At a 5.6% CAGR, India will stand out as having the highest B2B revenue growth rate in the world over the next five years. In contrast, global B2B revenue growth is forecasted at a 1.9% CAGR.

The report highlights four key opportunities in the E&M sector. Internet advertising emerges as the fastest-growing market in Asia-Pacific and the second globally, with a projected 15.6% CAGR (2023–2028). Companies can prioritise regulatory compliance and leverage data analytics to enhance trust and implement targeted advertising strategies.

OTT platforms in India, the world’s fastest-growing, saw a 20.9% rise in 2023, reaching INR 17,496 crore (2.1 Bn USD), and are projected to double by 2028 (14.9% CAGR). Focusing on advertising-supported tiers, market consolidation and regional narratives can boost engagement.

Online gaming and esports are rapidly expanding, projected to represent 9% of the E&M sector by 2028. Promoting responsible gaming and investing in high-quality AAA games will position Indian studios on the global stage. Lastly, generative AI (GenAI) is set to transform content creation, personalisation and monetisation, with over 70% of global companies expected to adopt it by 2025. Early adoption of GenAI in India can drive hyper-personalised content and dynamic advertising campaigns.

The report also outlines strategic approaches for companies to enhance success. It recommends consolidation among regional or niche players through mergers and acquisitions to increase size and scale. It also highlights the use of social media for marketing and distribution, as media companies leverage these platforms for content promotion. The report suggests innovation in content strategy, including esports, online gaming, and indigenous sports to meet changing consumer behaviours. It advises investment in cost optimisation through analytics, audits, and automation to lower operational and production costs. Finally, it points to the use of GenAI for creating hyper-personalised content discovery and improving user experiences, especially for regional players aiming to match the technological capabilities of global peers.

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