Prime Video releases updated O Womaniya report

Prime Video recently released the latest edition of the O Womaniya! report, a comprehensive look at female representation in Indian entertainment. Conducted by Ormax Media and produced by Film Companion Studios, this year’s study focuses on 169 films and series in nine Indian languages, examining both streaming and theatrical releases from 2023.

One of the standout findings of the report is the introduction of the Gender Equality Toolkit, a new test designed to measure female representation in content. It evaluates whether women in a film or series have agency and drive their own stories, or if they are merely accessories to the male perspective. Surprisingly, only 31% of the titles analyzed passed this test, with streaming series leading the way at 45%.

When it comes to creative talent, the report found that only 15% of key positions across various departments were held by women. However, streaming films and series saw over 20% of these roles filled by women, with editing being the most prominent department for female representation.

In terms of marketing, women still only have 29% of talk time in trailers. Some of the titles that featured prominently in this aspect include Made in Heaven Season 2 (Hindi), Boo (Telugu), and Jhimma 2 (Marathi), among others.

On the corporate front, the report revealed that only 12% of Director/CXO positions in leading M&E firms in India were held by women, showing a slight decline from the previous year.

Stuti Ramachandra, Director & Head of Production, International Originals, Prime Video, emphasized the importance of collaboration in addressing female representation in the industry. She called for bold strides towards a world where opportunities are based on talent, not gender.

Shailesh Kapoor, Founder & CEO of Ormax Media, highlighted the goal of expanding the report’s scope with each edition. He mentioned the introduction of the Gender Equality Toolkit as a way to evaluate inclusivity in new ideas and productions.

Overall, the O Womaniya! report sheds light on the current state of female representation in Indian entertainment, encouraging the industry to strive for more diversity and inclusion in all aspects of content creation and production.