India demonstrates the possible future of entertainment with its approach to streaming

The entertainment industry in India is going through a period of contrasts, characterized by what could be described as a “dual recovery.” On one hand, the theatrical business has shown renewed strength, evidenced by a favorable increase in cinema attendance and a rebound in box office revenue. On the other hand, streaming platforms, which during the pandemic were seen as the future of entertainment, are facing an unprecedented stagnation in subscriptions, which has raised concerns among industry stakeholders.

Regional entertainment, global focus

Shailesh Kapoor, founder and CEO of Ormax Media, analyzed this situation in an exclusive conversation with Variety, highlighting the complexity of the current landscape. While Bollywood and regional cinema seem to be regaining their appeal among viewers who prefer the cinematic experience, the disinterest in streaming platforms raises questions about the long-term viability of this business model. Kapoor expresses cautious optimism, noting that regional cinema has begun to attract a loyal audience, although competition from streaming services remains intense.

This phenomenon has led studies to rethink their distribution and marketing strategies. With new film productions receiving an enthusiastic reception in theaters, it could be a good time for other genres to also seek their place on the big screen. However, Kapoor warns that streaming platforms must adapt quickly to avoid further deterioration in their subscriber bases. The industry is at a turning point that could define the future of entertainment in India, where cinema and streaming series must coexist in a delicate balance.

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