Photograph: Rachel Santos/Netflix undefinedĪlthough India has its thriving Bollywood and regional film industries and a culture of long-running television serials, there was no industry tradition of the immersive longform storytelling that streaming services are known for. The Netflix reality show Fabulous Lives of Bollywood Wives. Several Indian-made shows had made it into the Netflix Top 10 in countries around the world, with the reality show Fabulous Lives of Bollywood Wives and the children’s animation Mighty Little Bheem cited as recent global successes, said Shergill. “We’ve got a huge new member base in India who we have found to be hungry for different stories and formats.” “This year has been an incredible year for us in India because we are one of the fastest growing markets in all of global Netflix,” said Monika Shergill, vice-president of content at Netflix India. As well as shows in Hindi and English, both platforms are creating original content in regional languages including Tamil, Telugu and Malayalam. Amazon Prime now has customers in more than 4,300 towns and cities across India and has about 50 shows in varying stages of development. In 2019-20, Netflix invested $400m (£293m) in creating original programmes and released more than 30 pieces of original Indian content. According to senior executives, India is now witnessing the biggest growth of any global streaming market. In a country of more than 1.3 billion people, half of whom are under the age of 25, Amazon and Netflix have made huge investments in harnessing lucrative potential. While the platforms were previously free from the censorship that controls all film and television in India, enabling new, bolder programming, the government declared in November that all streaming platforms would be brought under regulation. The two biggest streaming platforms, Netflix and Amazon Prime, arrived in India four years ago but it is only over the past two years that momentum has begun to build.īut as the platforms began to flourish, they have faced a growing backlash from hardline, rightwing groups in India, which have accused Netflix and Amazon of creating content that “hurts the fabric of Indian society”.
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