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A still from Sanjay Leela Bhansali’s Heeramandi, which was released in May this year. Its songs had been streamed over 200 million times by September (Photos: Netflix)
Indians first saw streaming video on YouTube in 2008. Disney+ Hotstar arrived in 2015. However, streaming shows and films truly took off only after the entry of Netflix and Amazon Prime Video in 2016. From almost nothing, the market has grown to Rs 31,000 crore in advertising and pay revenue by 2023. Currently, over 524 million Indians watch streaming video, according to Comscore data. This growth is creating several opportunities and raising some challenging questions for other parts of the entertainment ecosystem.
For instance, how should the music within a streaming show or film be treated?
Sanjay Leela
