Streaming Spotlight 2021 - An inclusive report on the Indian Film and Entertainment Industry - Bollywood Times 11
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Streaming Spotlight 2021
An inclusive report
on the Indian Film and Entertainment Industry
FOREWORD
There has been a discernible drop in the
global economic activity since 2019
with restricted trade barriers, deviating
economic issues, increasing geopolitical
tensions and COVID-19 wreaking havoc
on the world.
The shift in the world order and differing
domestic consumer consumption
trends significantly impacted India's
Media and Entertainment (M & M&E)
sector. While traditional film and TV
advertising went for a toss, digital
media, gaming and streaming services
significantly boosted.
With India announcing stringent measures to combat COVID-19 in
March 2020, India plummeted into a long lockdown phase.
Lockdown 1.0 put immense pressure on supply networks.
The entire entertainment diaspora went for a long phase of
disruption with no conventional consumption, economic activity
came to a halt, and unemployment rose.
All forms of outdoor entertainment came to a standstill, followed
by a significant dip in the advertising revenues. With no new
content release, the Media & Entertainment sector got left out
with no caretaker.
COVID-19 and its associated health issues and restrictions
brought the film industry to a grinding halt with no new shoots,
production and releases. Hundreds and thousands employed in
ancillary and allied roles went unemployed and unattended.
The report dives deep into the implications of COVID-19 on the
Bollywood industry and the rise of the OTT market.
We hope you enjoying reading our maiden report.
Editor & Publisher
BollywoodTimes11
2 Streaming Spotlight 2021
Across Hyperlocal | Local | National | International | Global Markets
For Advertising Sales
& Digital PR Collaboration
Darshan Worlikar
9967425041
Chayoan Ghosh
90292 32516
For editorial articles, interviews, review and new launches, kindly write to editor@bollywoodtimes11.com
TABLE OF
CONTENT Content
Editorial Director:
Rachana Chowdhary
Research Content:
Rishabh Thakur
Industry Reporter:
Darshan Worlikar
Film Reviewer:
Basuki Nath Dutta
Contact email:
editor@bollywoodtimes11.com
Creative
Foreword - 2 Creative Director:
Jitendra Takekar
Creative Artist:
Covid-19 impact on Bollywood 6 Sayan Biswas
Digital Infrastructure
Postponement of Title Releases 8 Digital In-charge:
Anil Nhayade
Isolated celebrities 9 Digital Campaign Manager:
Ravish Dhiran
Social Media Presence - Male Actors 10 PR & Social Media:
International Markets Outreach:
Seema Choudhary
Social Media Presence - Female Actors 11 Pan-India Outreach:
Vaibhav Chandra
Social Media Manager:
Event Management Companies Backlash 12 Kapil Nhayade
Advertising Sales &
Production Dilemma 13 Promotion Collaboration
Chayoan Ghosh – 90292 32516
Mayura Amonkar – 99677 97844
Surmounting Loss of Jobs and Skills 14
Finance & Operations
Harshit Maheshwari – 93546 66865
Paradigm Shift in the Indie film industry 15
Publisher
Renewed Impact on Television 16 Rachana Chowdhary
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4 Streaming Spotlight 2021
Social Wall : Latest Music Albums
28,19,682 views
45,158 views
11,84,446 views
4,14,538 views
69,296 views
(Approx. views received in 24-48 hours, figures may vary)
5 Streaming Spotlight 2021
How has the pandemic
impacted the
Bollywood
Industry?
The year 2020 saw one of the While other sectors morphed from their scheduled theatre
most extensive global and adapted to the crisis with release and eventually
shutdowns of the technology, the entertainment released on the O.T.T. platform,
entertainment industry. From and media industries faced resulting in delays on
Jan 2020, the world started to unprecedented turbulence in big-ticket films from
feel the economic tremors the pandemic due to halted mainstream and regional
with partial lockdowns, productions. According to the languages to postpone release
government restrictions, and F.I.C.C.I. and E&Y Report, the and lose substantial revenue.
uncertainty in society. industry took a massive 24% With the gradual reopening of
drop in the pandemic. With multiplexes, the box office is
The national lockdown people stranded in their experiencing a glimpse of
extended the crisis onto the homes, television viewership hope. However, the lack of
entire entertainment primarily witnesses a spike fresh content and producers
industry—the world's most through T.V. sets or mobile considering O.T.T. platforms is
prolific film and T.V. industry phones. Unfortunately, this did compelling theatres to
had to go on a hiatus. India, not result in a similar increase re-release old films, still it will
being the second-largest in revenue. Every segment has take time for them to adjust.
television market globally, has seen a decline in revenue
a large broadcasting and except digital and online
distribution industry with gaming.
Were you visiting cinema halls
approximately 900 satellite T.V.
regularly before the pandemic?
channels, around 60,000 local According to the study of EY,
cable operators, 6,000 digital media had overtaken Yes : 46%
multi-system operators, and 7 print, and online gaming had
D.T.H. operators. India also has overtaken the film No : 28%
nearly 2,500 multiplexes across entertainment segment in Sometimes : 26%
the country, which stayed 2020. Last year many poducers
closed during the pandemic. were compelled to pull out In a Social Media survey conducted recently
6 Streaming Spotlight 2021
Streaming Spotlight 2021 – Industry quotes
“I was told my voice is not clear. … I realized it’s
Siddharth Roy Kapur so, so unsafe to inhale and exhale so close to the
Producers Guild of India president Hina Khan microphone. … God knows how many have dubbed
Actress in the same studio before me. … God knows who
“Everyone is making plans amongst them was a carrier,” she wrote.
and contingencies based on
an assessment of when things
will open up, but there is no
way of knowing that,”
Producers Guild of India
president Siddharth Roy
Kapur tells The Hollywood R Balki - Director
Reporter. “It’s a bit like Dinesh Kirar
drawing up plans on the (Struggling actor) Just how long the
beach and then the waves “The industry has gone pandemic-spurred production
come and wash them away back by three years and it changes will last is uncertain.
before you know it.” will take some time for it to “That’s a million-dollar question,”
get back to normal now. I Balki says. “Filmmakers will have
have just started a car to lean on streaming platforms.
washing service station to Producers will have to be
help run the household. happier with lesser profits, and
However, my creative actors with lesser payouts. At
instincts are still intact and I least for now.” —With P R Sanjai
Meghna Puri (CEO),
am creating videos and
Whistling Woods International)
uploading them, which
“It is difficult to teach acting
helps me polish my skills as
online but our faculty
an editor and a director here
members are making all only,” he shares.
efforts to make it easy for our
students. We had invited
celebrity guests like Sujoy Ghosh
Nawazuddin Siddiqui and Producer Director
Honey Trehan to motivate our
students,” she informs. "The loss incurred has
been a staggering amount
and is a matter of concern.
It's a jaw-dropping
amount and I didn't
expect it to be so much.
But what can you do? The
Ramesh Taurani whole world is suffering.
Senior Producer We are just waiting to get
back in full form and
"It could be less, but I can tell you that the filmmakers who have hopefully that day is not
given their films to OTT platforms are definitely not happy about that. far."
We all filmmakers want to release our films in cinema halls. Majboori
mein they have gone to release their products streaming platforms.
Releasing his/her film in theatres is the first choice for every filmmaker
and shall always remain."
7 Streaming Spotlight 2021
Postponement of
Title Releases
In response to the growing According to the latest The theatrical business in
crisis, blockbusters postponed FICCI-EY report on India’s M&E India forms the primary
their scheduled release dates industry, the Filmed entertain- revenue source for most films.
to hold their premium content ment segment declined by However, it has dropped to a
to build future revenues. 62% in 2020. Around 441 films trickle now and is likely to
However, the prolonged crisis were released during 2020, as remain there for the near
has left all major production compared to 1,833 releases in future. The second wave of
houses to hold on to releases 2019 on account of lockdowns COVID-19 impacted the
or redirect their content to and social distancing norms reopening theatres and the
OTT. announced due to the initiated production.
COVID-19 pandemic. While most of the box office
Though production houses revenue in the country is
were already beginning to generated now through
move from big-budget movies multiplexes, single screens
to consumer-focused stream- remain a critical part of the
ing services, the coronavirus distribution chain. The
provided an excuse or way for COVID-19 related lockdowns
them to move even more have hurt this part of the
content onto the internet, value chain much more than
where consumers can avoid the multiplexes, which tend to
crowded public places. be more resilient to larger
organisations. Cinema owners
recently claimed that industry
had suffered losses up to $ 1.2
billion till September.
Though ticket sales bring in
the maximum revenues for
the theatres, advertising
revenue also adds to the
revenue streams. About 15%
of revenues drawn from
in-film advertising is also lost.
Theatres make anywhere
between Rs 100 crore and Rs
160 crore annually from in-film
ad placements. As multiplexes
shut in Mumbai, Delhi, Uttar
Pradesh, Karnataka, Kerala and
many other places, ad revenue
loss for the fortnight runs up
to more than Rs 100 crore.
8 Streaming Spotlight 2021Another bombshell came on
the artists as a ripple effect of
the pandemic, disrupting
schedules and halting shoots.
Artists left in a peculiar
situation where they are
committed to incomplete
programs which they are
Artist
unavailability:
supposed to meet
post-lockdown; this keeps
their availability uncertain and
keeps them from signing new
work. Numerous artists even Self-isolated
celebrities
faced a financial crisis due to
lack of work and shooting
restrictions.
With safety and home
isolation becoming necessary,
artists' availability for shoots
has become slim. Contrasting
location preferences due to
safety reasons and most of the
work being contract-based
puts actors, technicians,
makeup artists, and other
people at considerable risk.
Vaccination might help the
cause, but full-fledged shoots,
production, and releases still
linger with no certainty.
9 Streaming Spotlight 2021Male Actors and their
Social Media Followers
Approximate figures, last viewed April 30, 2021
1 Amitabh Bachchan 45.7 M 27.2 M 38 M
2 Shah Rukh Khan 41.7 M 25.2 M 42 M
3 Akshay Kumar 41.6 M 51 M 48 M
4 Hrithik Roshan 30.5 M 36.1 M 29 M
5 Salman Khan 42.5 M 41.4 M 50 M
6 Ajay Devgn 14.3 M 6.9 M 24 M
7 Ranveer Singh 13.8 M 35.4 M 14 M
8 Tiger Shroff 4.9 M 30.5 M 27 M
9 John Abraham 3.2 M 9M 7.3 M
10 Suriya 6.8 M 2.8 M 6M
11 Sidharth Malhotra 9.7 M 12.6 M 12 M
12 Mohanlal 6.3 M 3.7 M 6M
13 Mammootty 1.2 M 2.5 M 4.6 M
14 Ayushmann Khurrana 5.9 M 14.2 M 8M
15 Varun Dhawan 11.8 M 36.5 M 11 M
16 Manoj bajpayee 1.5 M 3.1 M 4M
17 Farhan Akhtar 12.5 M 3M 2.8 M
18 Riteish Deshmukh 10.9 M 10.8 M 13.8 M
19 Ram Charan 1.4 M 4M 12 M
20 Allu Arjun 5.8 M 12.3 M 21 M
21 Vijay Deverakonda 2.3 M 12.4 M 9M
22 Sonu Sood 8.2 M 12.1 M 17 M
23 Anil Kapoor 6.5 M 4.1 M 6M
24 Kartik Aaryan 1.1 M 21.6 M 4M
25 Shahid Kapoor 15.2 M 30.7 M 23 M
10 Streaming Spotlight 2021Female Actors and their
Social Media Followers
Approximate figures, last viewed April 30, 2021
1 Deepika Padukone 27.6 M 57.5 M 49 M
2 Priyanka Chopra 27.1 M 65.2 M 54 M
3 Vidya Balan 485 K 3.6 M 7.9 M
4 Alia Bhatt 20.9 M 53.9 M 6.4 M
5 Katrina Kaif N.A 50.9 M 32 M
6 Kangana Ranaut 3M 7.6 M 7.9 M
7 Madhuri Dixit 9.7 M 24.7 M 36 M
8 Anushka Sharma 22.4 M 50.8 M 17 M
9 Kriti Sanon 6.3 M 40.1 M 14 M
10 Parineeti Chopra 13.9 M 32.7 M 18 M
11 Shraddha Kapoor 13.8 M 63.5 M 40 M
12 Kajol 3.1 M 11.4 M 27 M
13 Shilpa Shetty Kundra 6.1 M 21 M 8M
14 Disha Patani 6.4 M 44.8 M 20 M
15 Taapsee Pannu 4.6 M 18.8 M 18 M
16 Samantha Akkineni 8.8 M 17.3 M 19 M
17 Tamannaah 5M 13.3 M 27. M
18 Rakul preet Singh 4.5 M 17.2 M 26 M
19 Hansika Motwani 5M 4.6 M 10 M
20 Shruti Haasan 7.8 M 17 M 32 M
21 Rashmika Mandanna 2.8 M 18.7 M 5M
22 Jaqueline Fernandez N.A 52.7 M 44M
23 Kiara Advani 1.7 M 17.6 M 13 M
24 Pooja Hegde 3.3 M 14.3 M 8.9 M
25 Sonam Kapoor Ahuja 13.1 M 30.7 M 27 M
11 Streaming Spotlight 2021Event Management
Companies
Backlash
Stringent social distancing norms and restricted and Entertainment Management Association
public gatherings put Film Festivals were at risk. (EEMA) with 170 companies, more than 50 per
With awards, festivals, film promotions cancelled, cent of organisations had 90 per cent of their
festival organisers were reeling from financial fit. business lost between March and July. More than
People employed around the festival—from 100 companies of the surveyed companies had
caterers to security staff— found themselves out faced a revenue reduction of INR 1 crore.
of pocket.
The event industry provides a direct livelihood to
Award shows, meetings, conferences, 10 million people and 50 million by supporting
exhibitions, competitions, music festivals, etc., allied sectors.
were called off. With huge events such as IPL
suspended, the event management sector was The KPMG report estimates business-to-business
looking at losses compounding to over INR 3,000 events picking up before business-to-consumer
crore. ones in the renewed realm of content supply and
consumption of events.
According to a survey conducted by the Events
12 Streaming Spotlight 2021Production
Dilemma
Along with big-budget release pauses,
another thing stalled was the big, medium and
small-scale video production. Federation of
Western Indian Cine Employees (FWICE) and
Indian Film & Television Directors’ Association
(IFTDA), decided to stop shooting movies, TV
shows, and web series. Major production
houses like Balaji Motion Pictures, Dharma
Productions and Yash Raj Films also promptly
called off all production activity.
The pandemic has also increased production
costs for movies and TV shows. New guidelines
called for hiring health and safety personnel
and film for fewer hours per day, thereby
prolonging shoots. The average cost of
production has grown at least 20%, most
producers agree, and it may never go back
down. Media companies already tried to
recoup those costs by firing thousands of
employees last year.
Even when theatres open, large-budgeted
films will be competing for release dates
taking out the smaller productions. Hence,
smaller production houses, keen on
anticipated revenues, will have to put future
projects on hold.
A KPMG report points out that to stay afloat
and avoid cash crunch, investments in large
projects may be replaced by quicker
turn-around videos.
In other words, the effect of the lockdown and
virus may continue tile in the next financial
year as well....
13 Streaming Spotlight 2021Surmounting
Loss of Jobs
and Skills
The prime minister announced nationwide lockdown sealed
the fate of several projects, which directly impacted daily
technicians and marginal workers employed in the art,
commerce, and light department who were dependent on
industry for their livelihood.
Not only the film industry, but even the event industry has
also suffered a lot, approx. 10 million people were affected by
the crisis. M.I.C.E.
(meetings-incentives-convention-exhibition) is a
500,000-crore market including organized and unorganized
sectors put together, and covid-19 is responsible for
impacting jobs. As per the study by EY, the media industry
would grow 25 per cent this year to reach Rs 1.73 trillion,
covering up for the loss suffered in 2020.
With the Maharashtra government allowing 33 per cent of
the original crew sizes, the majority of the film crews are not
employed.
14 Streaming Spotlight 2021The regional language film industries such as
Marathi, Bengali and Punjabi that do not boast
big budgets of Hindi, Tamil and Telugu cinema
are equally bleeding, with the pandemic having
created losses of nearly ₹600 crores.
With multiple projects stuck and interest costs
mounting for producers, it is difficult to survive
the pandemic for these producers. Furthermore,
streaming platforms in these languages have
also not been picked up in a big way by large
Paradigm
video streaming platforms that focus on
languages with a bigger draw.
Shift in the
Most producers in the regional film industry
have momentarily kept projects in the pipeline,
not initiating any new films, with worries
mounting on whether theatres will allot good
shows to the niche offerings. Indie film
Once they are allowed to function, amid the
closure of the second wave of the COVID-19
pandemic.
industry
While initially, the situation saw improvement,
the second wave and other lockdown measures
have again brought things back to square one
due to rising cases of COVID-19 across the
country.
15 Streaming Spotlight 2021With so many people being
homebound, TV consumption has
increased during the multiple lockdown
Renewed
phases. Viewers regularly watch the
news to stay up-to-date with the latest
developments in the mid of crisis.
Impact on Doordarshan airing Mahabharat and
Ramayan during the first lockdown got
Television
an enthralling response from the
audience.
Production restrictions compelled
television to redistribute old content,
which motivated viewers to hop onto
their digital counterparts. This change
reflects consumer preferences for
content consumption, which
increasingly favour streaming
video-on-demand (SVoD).
Many SVoD services increase
ownership or investments in movie
studios to secure exclusive streaming
rights, mitigating incentives to maintain
a long theatrical window and further
intensifying an already competitive
streaming environment. Also, many
television production houses have
started to venture into the streaming
business, which diverts their priority to
bring exclusive content on television.
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