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The state of streaming and TV in India Q1 2022: Netflix, HBO, Amazon Prime Video, CBS and Disney

1 April, 2022

Wondering who is winning in the streaming wars in India in Q1, 2022?

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Presented below is the section for India from The Global Demand Report. Enjoy!

India Genre and Subgenre Preferences for Series

  • With 47.0% demand share, drama was the most in-demand genre in India for Q1 2022. This is the largest share for the genre across all markets in this report.
  • In contrast, variety captured only 2.2% of Indian audiences’ attention in Q1 2022–the lowest share of demand for the genre in this report.
  • India was the market with the second largest share of demand (7.6%) for the action/adventure genre in this quarter.
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  • As the 5th most in-demand subgenre in Q1 2022, soap opera ranked higher in India than in any other market in this report.
  • Asian audiences showed their love for romantic drama in this report. The subgenre ranked thehighest India (3rd) and Thailand (2nd) in Q1 2022.
  • Thriller also ranked higher in India than in any other market in this report as the 7th most in-demand subgenre in Q1 2022.
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India Originals Share of Demand and Demand Distribution

  • Netflix captured 13.5% of Indian demand in Q1 2022. This is Netflix’s largest share of demand across all markets in this report.
  • Indian and Venezuelan audiences expressed the smallest share of demand for content from NBC out of all markets in this report. The 3.5% share of demand for NBC content was well below its global share of demand (4.3%).
  • With 4.3%, Amazon Prime Video achieved its highest demand share in India in this report.
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  • Naagin, the drama from ColorsTV, was the most in-demand show in India in Q1 2022 with 24.14 times the average series demand.
  • Shark Tank India, from Sony Entertainment, was the most in-demand reality series in India this quarter with 21.72 times the average series demand.
  • Friends, the comedy from NBC, ranked higher with Indian audiences than in any other market covered in this report.
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Top Series in India

Here are the top 20 most in-demand series in Q1 2022 across all platforms and networks in India:

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