Archive · 17 Nov 2025
Entertainment Firms Diversify Beyond Traditional Content to AI, Apps, and Live Events
Big companies that usually make movies and TV shows are starting to do new things.
Some are using computers to help create stories, others are making apps for horoscopes, and some are organizing live shows.
This is happening because people are watching shows and movies differently now, using many different apps and short videos.
The companies want to make money in new ways and keep people interested in their brands by offering more choices.
They are working with others and using technology to make new kinds of entertainment, like short videos and interactive stories.
It’s like they are building a whole world around their brand, not just making one type of show.
Traditional entertainment firms are diversifying into AI, astrology apps, live events, and creator-led content.
This shift is driven by reduced streaming budgets and a need to adapt to changing consumer viewing habits.
Companies are evolving from content creators to 'ecosystem builders' to create new revenue streams.
Strategic partnerships are crucial for expanding creative pipelines and monetization opportunities.
The primary challenge lies in maintaining brand identity while managing diverse new business models and skill sets.
- Who
- Traditional media and entertainment firms (e.g., Abundantia Entertainment, Balaji Telefilms, Saregama, Banijay Asia)
- What
- Diversifying into AI-driven content, astrology apps, live events, creator-led content, and other new verticals.
- When
- Currently, as a response to evolving consumer habits and industry shifts.
- Where
- India
- Why
- To adapt to reduced streaming budgets, slow theatrical growth, and the 'fluid multi-experience and consumption pattern' of modern viewers, creating new revenue streams and deeper audience engagement.
Traditionalists
Innovators
Business Strategy
Traditionalists
Focus on core content production in film and TV.
Innovators
Diversify into new verticals like AI, astrology, live events, and gaming to build new revenue streams and audience engagement.
Growth Driver
Traditionalists
Reliance on traditional platforms like OTT and theatrical releases.
Innovators
Explore micro-dramas, interactive storytelling, and live fan experiences to cater to evolving consumer habits.
- Primary Driver
- Reduced streaming budgets and slow theatrical growth
- New Verticals Explored
- AI-driven content, astrology apps, live events, creator-led content, gaming, and music
- Company Examples
- Abundantia Entertainment, Balaji Telefilms, Saregama, Banijay Asia
- Consumer Benefit
- More engagement options, personalized entertainment, and formats aligned with lifestyle
- Industry Phase
- Convergence phase, evolving from standalone creators to ecosystem builders
- Key Strategy
- Strategic alliances and partnerships for expansion and monetization
- Core Challenge
- Maintaining brand identity and focus while managing diverse business models and skill sets