Industry News

Global content arms race descends on India

10 February, 2022

Facing saturation in the U.S., media giants are looking abroad for growth, and India — the second-largest internet population globally — is ripe for disruption. Why it matters: When it comes to monetizing attention, "India has immense room to grow," said Ravi Agrawal, editor-in-chief of Foreign Policy and author of "India Connected: How the Smartphone Is Transforming the World's Largest Democracy. "On eyeballs, the room to grow is now limited by the speed of the spread of the internet and TV," he said. "The real battle is over monetizing those eyeballs, whether through subscriptions, data, or advertising."

Global demand for Hindi-language programming is the highest by far among non-English content, according to data from Parrot Analytics, despite losing some ground to Japanese content in recent months.

Visit Axios to read this article.

Get a glimpse into the future of global audience demand measurement for TV shows, movies and talent and learn from consolidated insights and strategic thinking focused on the entertainment industry.

Exclusive global, regional and market-specific content and talent analyses
Rank 15,000+ talent in 50+ markets across all platforms
Rank 20k+ TV shows and 12k+ movies in 50+ markets across all platforms

The Global Television Demand Report

  • Truly understand the global SVOD originals landscape
  • Comprehensive platform market share benchmarks
  • Released each quarter covering 10 global markets
  • Get exclusive access to our comprehensive reports
  • Available for FREE with a DEMAND360LITE subscription