Thank you Angie for a really interesting article!!! Which quotes Raja Sen, my favorite reviewer, woot!
I was gonna write a whole thing to start the discussion, but then I realized I already replied to Angie with a big thing, so I’m just gonna copy and paste my comment to her. Laziness! Woot!
My big take away is that everyone has confused Indian internet access with Indian money value all along. The only way the Indian market can afford a streaming service is if the prices are so low that they prevent profit. Which is the same issue Indian films had in the pre-multiplex era, if the budget gets too big, the cheap ticket prices the audience can afford will never be able to catch up. Now the regular audience just doesn’t watch movies while the top 0.5% provides the profits. That balances out because if everyone in the top 0.5% of Indian audience buys a movie ticket, it is pretty much the same number as the much small percentage of people in other countries who regularly go to the movies. It’s 100% of a small percentage of the population instead of a small percentage of 100% of the population, if that makes sense?
But the same thing isn’t true for the streaming audience. It’s a small percentage of the population that can afford standard streaming fees, and it’s a small percentage of that small percentage that is going to be interested. A smaller percentage than in other countries probably. The Vast Untapped Indian Streaming Market is really just a wee bit bigger than, say, the Swiss streaming market.
The best money to make from Indian content is in the diaspora. Hilarious that this article says the successful Netflix India execs were the NRIs. Because of course they were! The profitable audience for Netflix India content are the folks who don’t want to be living in India. They’ve been hitting the gritty grounded blah blah blah content. But Prime went after Made in Heaven and Family Man, big fun dramatic over the top things that anyone can enjoy living anywhere. Successful Bangalore IT professionals, NRIs living in Paris, IIT students planning to move out of country as soon as they graduate, disposable income folks.
But mostly I’m stuck on the idioticness of buying into the India Rising propaganda. It’s an impoverished country! Doesn’t matter how many people are there if they don’t have any MONEY. Look at the actual numbers of disposable income available to you before you start breaking into a new consumer market. Idiots.
Oh, and I can’t help but notice the few movies listed as actually successful were the ones where NETFLIX PUT ON FREAKIN’ DUBBING AND SUBTITLES. It’s not that complicated, sheesh.