CHAPTER SEVEN

What issues need to be addressed in the Indian content market to help it grow

SUMMARY

India’s content market sits at a crossroads. With strategic reforms focused on creativity, inclusivity, infrastructure, talent development and global expansion, the industry can transform into a leading global force. Bold moves today will secure India’s entertainment leadership for tomorrow.

The Indian content industry, despite rapid growth, faces significant structural challenges. Profitability, creative stagnation, distribution inefficiencies, talent shortages and weak global positioning hinder sustainable expansion. Addressing these issues through strategic reforms can unlock the market’s true potential and establish India as a major global content powerhouse.

Key Issues Identified

1. Economic and Structural Challenges

• High cost of talent and production impacts profitability.
• Expensive movie tickets restrict audience access.
• Rigid theatrical windows limit flexibility in content distribution.
• Over-reliance on star-driven models makes projects financially risky.

2. Content and Creative Quality

• Storytelling needs to prioritise originality and conviction over formula and profit.
• Greater investment in writers, directors and technical teams is crucial.
• Risk-taking in content, including exploring underrepresented genres (sci-fi, thrillers, historical fiction), remains limited.
• Excessive focus on melodrama in Indian TV. There’s a need for shorter, higher-quality series.
• Regional content requires a sharper focus on quality and diversity.

3. Market and Distribution Challenges

• Weak audience measurement systems create inefficiencies in targeting and monetisation.
• Monetisation models must evolve: a balanced mix of SVoD, AVoD, and bundled offerings is critical.
• Poor regional content discovery limits overall consumption.
• Indian stories have global potential but need structured international marketing and distribution strategies.

4. Technology and Infrastructure Gaps

• Rural and lower-tier cities need better digital infrastructure to bridge the urban-rural divide.
• AI tools must be adopted to optimise production and personalise content discovery.
• Piracy remains a major threat, requiring tougher enforcement and consumer education.

5. Policy and Regulatory Hurdles

• Complex regulations restrict creativity and innovation.
• The entertainment sector requires formal industry status and financial incentives to thrive.
• Data protection and privacy must be strengthened alongside digital growth.

6. Talent Development and Industry Culture

• Talent bottlenecks (especially writers and showrunners) hurt content quality.
• Lack of structured script development labs and writing programmes stunts creativity.
• Streamers, studios, and commissioners need to make bold, unconventional bets.
• Respect the distinctiveness of different mediums (TV, OTT, film) rather than applying a one-size-fits-all approach.

7. International Collaboration and Growth

• Indian creators must proactively engage with global markets beyond diaspora audiences.
• Foreign collaborations can enhance technical quality but must respect Indian storytelling authenticity.
• Promote cross-border partnerships to create global IPs rooted in Indian stories.

Key Takeaways

• Profitability must align with creative risk-taking, ensuring strong storytelling across budget levels.
• Investment in regional content, writers and fresh talent is non-negotiable for long-term industry health.
• Audience measurement and monetisation models must be modernised for better content planning and sustainability.
• Combat piracy through stronger tech, legal frameworks and audience education.
• Bridge the digital divide with faster rural internet penetration and tech adoption.
• Foster innovation. Move away from formulaic content and encourage genre diversity.
• Simplify regulations and recognise entertainment as a formal industry sector.
• Push Indian stories globally through structured, culturally authentic strategies.
• Develop talent ecosystems through labs, workshops, apprenticeships and better wages.
• Support independent creators and smaller studios with better access to funding and distribution.
• Fix the India-Bharat divide. Ensure both rural and urban markets are served with appropriate, high-quality content.
• A global mindset is essential. Make content that resonates both domestically and internationally without diluting cultural specificity.