A recent analysis by Ormax Media reveals that Netflix and Prime Video have significantly strengthened their positions in the Hindi film streaming market. The study examined streaming rights for Hindi theatrical releases between 2022 and 2024 that garnered domestic footfalls exceeding one million.
**Key Findings:**
– **Netflix’s Growth:** Netflix’s share of Hindi theatrical film rights surged from 30% in 2022 to 50% in 2024. This increase is attributed to acquiring major blockbusters like *Jawan* and *Animal*, as well as securing Hindi streaming rights for upcoming pan-India releases such as *Pushpa 2: The Rule* and *Kalki 2898 AD*.
– **Prime Video’s Steady Presence:** Prime Video has maintained a robust presence in the Hindi film segment, ensuring that, collectively, Netflix and Prime Video now hold 76% of the streaming rights for major Hindi theatrical releases.
This duopolistic landscape indicates a marginalization of other platforms concerning high-profile Hindi releases, simplifying streaming choices for viewers but raising concerns about content exclusivity and subscriber retention for rival platforms.
As Netflix and Prime Video continue to consolidate their hold on premium Hindi films, the industry is poised to witness further transformations in digital content consumption.
