7 months ago
Indian Media Firms Expand Globally for Growth
Indian media companies are looking to grow by expanding into international markets.
They are partnering with global platforms to reach audiences abroad, especially among diasporic Indians who are willing to pay more for content.
This move comes as the Indian market becomes more competitive and harder to monetize.
Companies like MovieVerse Studios and SonyLIV have already started partnerships to offer their content globally.
However, expanding internationally comes with challenges like adapting content to different cultures and competing with local and international productions.
Indian media firms are expanding globally to tap into higher paying international audiences.
Partnerships with global platforms like Beacon Media and YouTube are being formed to amplify content from the Global South.
Overseas users can contribute up to 40% of overall revenues for these companies.
Challenges include adapting content for different cultures and competing with local and international productions.
The Indian market is becoming more competitive, with lower subscription prices and intense competition among platforms.
- Who
- Indian media and entertainment companies
- What
- Expanding globally to increase revenue
- Where
- International markets including the US, UK, France, Germany, Australia, and West Asia
- When
- Over the past few months
- Why
- To gain from higher paying propensity among diasporic Indians and to diversify revenue streams
Key facts
- Companies Involved
- MovieVerse Studios, SonyLIV, Chtrbox
- Partnerships
- Beacon Media, YouTube TV, YouTube Primetime Channels
- Target Markets
- US, UK, France, Germany, Australia, West Asia
- Potential Revenue
- Up to 40% of overall revenues from overseas users
- Content Focus
- Stories from the Global South, digital-first platforms
- Challenges
- Cultural adaptation, competition, universal storytelling
Quotes
Siddharth Devnani
Co-founder and chief operating officer at digital agency SoCheers.
“Global markets offer something that India simply cannot—the breathing space. They pay better and licence smarter. Diaspora-heavy markets deliver higher per-user revenue and stronger content tails.”
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“A South-Asian family in London or Jersey is willing to pay much more than an Indian family juggling with EMIs (equated monthly instalments) and five OTT (over-the-top) apps. Add to that, the power shifts quietly with less dependence on one platform and more negotiating muscle and IP that is built to travel.”
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Vivek Krishnani
Chief executive of MovieVerse Studios.
“The Global South is home to some of the most dynamic and culturally-rich stories waiting to be told. With this partnership, we are ensuring these culturally-rooted narratives reach the global stage in the most impactful way possible. We are excited to develop content that resonates across geographies and platforms, whether it is through compelling cinematic storytelling or strategic digital-first initiatives.”
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Munish Vaid
Vice-president, Primus Partners, a management consultancy firm.
“And if a show travels beyond the diaspora into mainstream international audiences, the upside multiplies through licensing, co-productions and global distribution deals.”
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Narayan Parasuram
Director and professor at Somaiya Dhwani Chitram Somaiya Vidyavihar University, Mumbai.
“The attributes of the global market are not entirely different from the attributes of the market within the country. But yes, the sheer size and scale makes the endeavour to reach out to global markets not just profitable but socially significant—to take the storytelling traditions of Bharat, to the world where they belong.”
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