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India’s JioStar Pours $10 Billion Into Content as Streaming Race Heats Up, Vice Chair Uday Shankar Reveals at WAVES Summit
India's media powerhouse JioStar is doubling down on content investment, pouring approximately $3.6 billion into programming this year.
India’s media colossus JioStar is doubling down on content investment, pouring approximately $3.6 billion into programming this year, with plans to increase spending further in 2026, according to vice chair Uday Shankar. Speaking at Mumbai’s inaugural World Audio Visual Entertainment Summit ( WAVES), Shankar revealed the company’s aggressive content strategy while highlighting the explosive growth potential of India’s media market. The executive also addressed India’s theatrical market challenges, noting that while the Hindi-language Bollywood has struggled, southern Indian film industries continue to thrive – a divergence he attributed to content evolution failing to keep pace with changing audience preferences in the north.
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