Screentime
Netflix, Amazon Rewrite Bollywood Rules With Focus on Women
- Streaming giants pivoting to undertapped female audience
- More than half of India Netflix films this year are women-led
A supernatural film celebrating a female vigilante who’s mistaken for a witch. A biopic about one of India’s first woman combat pilots. And a Mumbai take on “Sex in the City” featuring four working women.
The content of the shows is extremely varied, but what they have in common is they are aimed at an expanding female audience in India and have been churned out by U.S. streaming giants Netflix Inc., Amazon.com Inc.’s Prime Video and others. The companies are rewriting the rules of India’s $34 billion entertainment industry, bringing more women in front of and behind the camera as they spend millions of dollars to grab a share of Asia’s biggest open market for streaming.