Mumbai: India is emerging as a key driver of content investment in Asia Pacific, accounting for about 12% of the region's projected $22.1 billion spend in 2026, according to Ampere Analysis data unveiled at the Content India 2026 Summit.
The country is now the third-largest content market in APAC after China and Japan. While the top two markets saw spending decline in the first half of the decade, India continues to gain ground.
Growth is being driven by both traditional broadcasters such as JioStar, Zee Entertainment and Sony Pictures Networks India, as well as global streaming platforms Netflix and Amazon Prime Video, which are increasing investments in local content.
Streaming services, in particular, are stepping up their India bets. Prime Video and Netflix have unveiled expansive slates for 2026, while Amazon MX Player has announced more than 150 new and returning shows as it looks to expand its presence in the free streaming segment. JioHotstar has committed ₹4,000 crore over five years to boost southern India's media ecosystem, including 25 new titles.
"India is by far one of the most important markets for us anywhere in the world," said Kelly Day, vice president, Prime Video and Amazon MGM Studios International. "It is one of our biggest Originals programmes globally and reflects what our customers here love."
Netflix India vice president-content Monika Shergill earlier said that the platform is doubling down on Hindi and southern language content across formats, adding that growth has remained steady as it expands its audience base.
In India, 71% of linear TV content commissioned is now scripted, up from 62% in 2021, indicating a steady tilt towards fiction. Unscripted content accounted for the remaining 29%, down from 38% in 2021.
On streaming platforms, however, the share of unscripted content rose to 30% in 2025 from 21% in 2021, as platforms diversify offerings and optimise costs.
In her presentation, Hannah Walsh, principal analyst at Ampere Analysis, said streaming platforms are broadening their content mix to compete across age groups while focusing on stronger returns on investment.
She said India remains unique, with scripted content still dominating across both linear and streaming platforms, although the gap between scripted and unscripted is narrowing.
While drama, romance and reality continue to dominate commissioning, genres such as horror and sci-fi remain under-served despite increasing demand, particularly among younger viewers, the Ampere report said.
Indian content is also gaining traction globally, especially in markets such as the UK, North America, Australia and South Africa, driven by large diaspora audiences. More than 20,000 unique Indian titles were available on video on demand platforms worldwide as of January.
The country is now the third-largest content market in APAC after China and Japan. While the top two markets saw spending decline in the first half of the decade, India continues to gain ground.
Growth is being driven by both traditional broadcasters such as JioStar, Zee Entertainment and Sony Pictures Networks India, as well as global streaming platforms Netflix and Amazon Prime Video, which are increasing investments in local content.
Streaming services, in particular, are stepping up their India bets. Prime Video and Netflix have unveiled expansive slates for 2026, while Amazon MX Player has announced more than 150 new and returning shows as it looks to expand its presence in the free streaming segment. JioHotstar has committed ₹4,000 crore over five years to boost southern India's media ecosystem, including 25 new titles.
"India is by far one of the most important markets for us anywhere in the world," said Kelly Day, vice president, Prime Video and Amazon MGM Studios International. "It is one of our biggest Originals programmes globally and reflects what our customers here love."
The country is now 3rd-largest market in the region after China & Japan, that are seeing a fall in spending
Netflix India vice president-content Monika Shergill earlier said that the platform is doubling down on Hindi and southern language content across formats, adding that growth has remained steady as it expands its audience base.
In India, 71% of linear TV content commissioned is now scripted, up from 62% in 2021, indicating a steady tilt towards fiction. Unscripted content accounted for the remaining 29%, down from 38% in 2021.
On streaming platforms, however, the share of unscripted content rose to 30% in 2025 from 21% in 2021, as platforms diversify offerings and optimise costs.
In her presentation, Hannah Walsh, principal analyst at Ampere Analysis, said streaming platforms are broadening their content mix to compete across age groups while focusing on stronger returns on investment.
She said India remains unique, with scripted content still dominating across both linear and streaming platforms, although the gap between scripted and unscripted is narrowing.
While drama, romance and reality continue to dominate commissioning, genres such as horror and sci-fi remain under-served despite increasing demand, particularly among younger viewers, the Ampere report said.
Indian content is also gaining traction globally, especially in markets such as the UK, North America, Australia and South Africa, driven by large diaspora audiences. More than 20,000 unique Indian titles were available on video on demand platforms worldwide as of January.
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