Indian Content Streaming Expands

Indian content has come a long way in terms of quality and appeal, attracting viewers from diverse cultures beyond South Asia.

This is evident from the recent partnership between JioStar and Starz Play, which aims to bring Indian content to the Middle East and North Africa regions.

Who is driving the demand for Indian content?

Amit Malhotra, head of international business at JioStar, believes that the quality of storytelling and production from India has improved strongly over the last decade, attracting viewers from outside South Asia.

Maaz Sheikh, founder and CEO of Starz Play, agrees that Indian content has come a long way since the days of Bollywood movies driven by stars such as Amitabh Bachchan.

What does the partnership mean for JioStar and Starz Play?

The partnership allows JioStar to expand its reach into new markets, while Starz Play gains access to a vast library of Indian content.

The two companies will also collaborate on technology, with JioStar sharing its expertise in engagement and consumer experience.

By the numbers

• 19 million: The number of South Asians in the Middle East and North Africa regions.
• 40-50 million: The estimated viewer addressable market in the region, including Indian expats and the broader South Asian diaspora.
• 30%: The projected growth in Starz Play's South Asian customer base in the next three to six months.
• 300 million: The number of subscribers JioStar has, with 500 million monthly active users.

How will the partnership impact the streaming landscape?

The partnership is expected to disrupt the streaming landscape, with JioStar and Starz Play offering a unique value proposition to consumers.

With the partnership, Starz Play will be able to offer JioStar content to its users at no extra subscription price, aiming to increase new signups and reduce churn.

What's next for JioStar and Starz Play?

The two companies are expected to continue their expansion into new markets, with a focus on delivering high-quality Indian content to diverse audiences globally.

What are the implications for Indian content creators?

The partnership is expected to provide new opportunities for Indian content creators to showcase their work to a global audience.

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This could lead to increased investment in Indian content, as well as more collaborations between Indian and international production companies.

How will the partnership affect the Indian diaspora?

The partnership is expected to provide the Indian diaspora with access to a wide range of Indian content, including movies, TV shows, and music.

This could help to strengthen cultural ties between India and the diaspora community, as well as provide a sense of connection to their heritage.

What are the benefits for viewers in India?

The partnership is expected to benefit viewers in India by providing them with access to a wider range of international content, as well as more opportunities for Indian content to be showcased globally.

This could lead to increased exposure for Indian content creators, as well as more collaborations between Indian and international production companies.