Indian Media Firms Look Beyond Borders for Growth Amid Domestic Challenges
As revenue pressures intensify in the domestic market, Indian media and entertainment companies are increasingly turning their gaze overseas, seeking growth opportunities in lucrative diaspora markets. According to industry executives, depending on platform and audience strategy, overseas users can contribute up to 40% of overall revenues, making international expansion a strategic priority.
Global Partnerships and Strategic Alliances
Over the past few months, numerous Indian media firms have been actively exploring global partnerships and strengthening their presence in international markets. This push comes at a time when the Indian market, while growing in consumption, faces significant monetization challenges. Subscription prices remain low, advertisement rates are under pressure, and competition between platforms is fierce, with everyone vying for the same audience while content costs outpace revenues.
Several notable collaborations highlight this trend. MovieVerse Studios, the mainstream content arm of IN10 Media Network, partnered with Beacon Media to launch a global content alliance focused on amplifying stories from the Global South. This initiative aims to create a content ecosystem spanning Hollywood, India, West Asia, Africa, and Latin America.
Similarly, SonyLIV, the video streaming platform from Sony Pictures Networks India, announced a partnership with YouTube TV and YouTube Primetime Channels. This deal enables viewers in the US, UK, France, Germany, and Australia to subscribe to the platform, expanding its global footprint. Earlier this month, creator company Chtrbox announced the expansion of its global operations to West Asia, further underscoring the industry's outward focus.
Why Overseas Markets Are Attractive
Siddharth Devnani, co-founder and chief operating officer at digital agency SoCheers, explains the appeal of global markets. "Global markets offer something that India simply cannot—the breathing space. They pay better and licence smarter. Diaspora-heavy markets deliver higher per-user revenue and stronger content tails," he said. "A South-Asian family in London or Jersey is willing to pay much more than an Indian family juggling with EMIs and five OTT apps."
Devnani describes this global push as a form of portfolio diversification, noting that India isn't failing as a market but has matured faster than the business models designed to monetize it. The domestic media ecosystem is crowded, price-sensitive, and efficient at cutting margins. Subscription growth has plateaued, and audiences often juggle multiple platforms while paying for only one, trained by discounting to expect cheap content.
Content Strategy for Global Audiences
The focus of these international collaborations is on producing diverse, culturally-rooted content that resonates across geographies. In a statement, IN10 Media highlighted that its partnership with Beacon Media is strategically positioned within the deep economic and cultural ties between India, Saudi Arabia, and the UAE—two of the largest investors in India's entertainment and technology sectors.
Vivek Krishnani, chief executive of MovieVerse Studios, emphasized the goal of taking stories from the Global South to the global stage. "The Global South is home to some of the most dynamic and culturally-rich stories waiting to be told. We are excited to develop content that resonates across geographies and platforms," he said. The partnership will focus on producing feature films, premium series, and micro-series designed for digital-first platforms like Instagram Reels, TikTok, and YouTube Shorts.
Munish Vaid, vice-president at management consultancy firm Primus Partners, agrees that Indian content already has a built-in audience in markets like the US, UK, Australia, and parts of Europe. "Platforms don't have to start from zero. And if a show travels beyond the diaspora into mainstream international audiences, the upside multiplies through licensing, co-productions, and global distribution deals," Vaid added.
Challenges in Global Expansion
However, stepping into global markets is no cakewalk. Companies cannot assume that what works in India will automatically succeed overseas. Storytelling, pacing, themes, and marketing must be more universal, with subtitles and dubbing serving as just the starting point—cultural context matters significantly.
Distribution strategies also shift, with partnerships becoming key instead of building everything in-house. Collaborations with global platforms, aggregators, and local broadcasters are essential for success. Moreover, global markets are crowded, with competition not only from other Indian players but also from Korean content, Turkish dramas, Hollywood productions, and local offerings. Standing out requires sharper curation, better branding, and patience.
Narayan Parasuram, director and professor at Somaiya Dhwani Chitram Somaiya Vidyavihar University in Mumbai, reflects on the broader significance. "The attributes of the global market are not entirely different from those within the country. But the sheer size and scale make the endeavor to reach out to global markets not just profitable but socially significant—to take the storytelling traditions of Bharat to the world where they belong," he said.
As Indian media firms navigate these challenges, their global expansion efforts represent a strategic pivot aimed at securing sustainable growth and amplifying India's cultural narratives on the world stage.
