Indian media companies are increasingly expanding their global footprint as domestic monetization becomes challenging despite continued growth in local consumption. The trend reflects the industry's response to intense competition, pricing pressures, and rising content costs in the home market.

Strategic Global Partnerships

Several major Indian media companies have announced significant international expansions. 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. The partnership aims to create a content ecosystem spanning Hollywood, India, West Asia, Africa and Latin America.

SonyLIV, Sony Pictures Networks India's video streaming platform, announced a partnership with YouTube TV and YouTube Primetime Channels to offer subscription services in the US, UK, France, Germany and Australia. Creator company Chtrbox also announced expansion of global operations to West Asia.

Revenue Potential and Market Dynamics

Industry executives indicate that overseas users can contribute up to 40% of overall revenues, depending on platform and audience strategy. Siddharth Devnani, co-founder and chief operating officer at digital agency SoCheers, explained that global markets offer advantages that India cannot provide.

"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," Devnani said. He noted that a South-Asian family in London or Jersey is willing to pay much more than an Indian family managing multiple financial obligations and OTT subscriptions.

Domestic Market Challenges

The Indian media ecosystem faces several monetization hurdles despite growing consumption. The market is characterized by:

• Low subscription prices and advertisement rates under pressure
• Intense competition between platforms fighting for the same audience
• Content costs rising faster than revenues
• Subscription growth plateauing
• Audiences juggling between five to six platforms while paying for only one
• Discounting training consumers to expect cheap content

Devnani described the global push as portfolio diversification, noting that India has matured faster than the business models designed to monetize it. The media ecosystem is crowded, price-sensitive and efficient at cutting margins.

Strategic Focus on Cultural Connections

IN10 Media's partnership with Beacon Media leverages deep economic and cultural ties between India, Saudi Arabia, and the UAE. The alliance will produce feature films, premium series, and micro-series designed for digital-first platforms like Instagram Reels, TikTok, and YouTube Shorts.

Vivek Krishnani, chief executive of MovieVerse Studios, emphasized the cultural significance: "The Global South is home to some of the most dynamic and culturally-rich stories waiting to be told. With this partnership, we are ensuring these culturally-rooted narratives reach the global stage in the most impactful way possible."

Market Advantages and Challenges

Munish Vaid, vice-president at management consultancy Primus Partners, noted that Indian content already has a built-in audience in the US, UK, Australia and parts of Europe, meaning platforms don't start from zero. When content travels beyond diaspora into mainstream international audiences, the upside multiplies through licensing, co-productions and global distribution deals.

However, global expansion presents challenges. Content that works in India may not automatically succeed overseas, requiring adjustments in storytelling, pacing, themes, and marketing for universal appeal. Distribution strategies must also adapt, emphasizing partnerships with global platforms, aggregators and local broadcasters rather than building everything independently.

Narayan Parasuram, director and professor at Somaiya Dhwani Chitram Somaiya Vidyavihar University, Mumbai, highlighted the broader significance: "The sheer size and scale makes the endeavour 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."

The Indian broadcasting industry faced a setback as the GST Council maintained the 18% tax rate for the sector, despite implementing tax cuts on over 400 other products and services. This decision comes as a disappointment to broadcasting industry groups who had been lobbying for a significant reduction in the Goods and Services Tax (GST) rate.

Industry's Appeal for Tax Relief

Broadcasting industry associations had put forward a request to slash the GST rate from the current 18% to a more favorable 5%, or even for complete exemption. This appeal encompassed a wide range of services including Direct-to-Home (DTH), Internet Protocol Television (IPTV), and digital media subscriptions.

Print vs. Digital Disparity

The industry highlighted a notable disparity in tax treatment between traditional and digital media. While printed newspapers continue to enjoy GST exemption, digital broadcasting services bear the burden of the 18% tax rate. This discrepancy has been a point of contention for the digital media sector, which argues for a level playing field.

Cable TV's Significant Reach

The All India Digital Cable Federation presented a strong case for tax relief, emphasizing the extensive reach and economic impact of the cable TV industry. According to their data:

Arguments for Rate Reduction

Industry representatives argued that reducing the GST rate to 5% would yield multiple benefits:

1. Increased affordability of services for consumers
2. Support for MSMEs in building broadband capacity
3. Potential for industry growth and job creation

Partial Relief in Related Sectors

While the broadcasting industry's plea went unheeded, it's worth noting that the GST Council had previously reduced the tax rate on televisions from 28% to 18%. This move was aimed at boosting consumption in the consumer electronics sector. However, similar relief was not extended to broadcasters.

Financial Pressures on Broadcasters

The broadcasting industry's push for tax relief comes against a backdrop of financial challenges:

• Reduced operating margins
• Increased operational costs
• Competitive pressures in the digital age

Conclusion

The GST Council's decision to maintain the 18% rate for broadcasters, while offering relief to numerous other sectors, underscores the complex balancing act of tax policy. As the digital media landscape continues to evolve, the industry's calls for tax parity with traditional media are likely to persist. The outcome of this decision may have far-reaching implications for the future of broadcasting in India, potentially influencing everything from service pricing to industry growth trajectories.