India’s JioStar Pours $10 Billion Into Content as Streaming Heats Up

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India’s JioStar Pours Billion Into Content as Streaming Heats Up — Indias JioStar Pours 10 Billion Into Content as Streaming Heats.jpg

India’s media giant JioStar is making significant investments in content, with plans to double down on programming expenditure in the coming years. Vice chair Uday Shankar announced at Mumbai’s World Audio Visual Entertainment Summit (WAVES) that the company is set to invest approximately $3.6 billion in content this year, with even more spending expected in 2026.

Shankar highlighted the rapid growth potential of India’s media market, pointing out that in 2024, JioStar spent $3 billion on content, which increased to $3.6 billion in 2025. The company is projected to spend over $3.8-4.1 billion on content next year, totaling more than $10 billion over three years.

Following the merger of Reliance’s Jio platforms with Disney’s Indian assets, JioStar has seen substantial growth in both its traditional pay TV and streaming businesses. With half a billion platform visitors, the company has defied industry critics, although specific subscriber numbers were not disclosed.

Shankar emphasized the importance of affordability in the Indian market, stating that catering to a wider audience requires keeping pricing strategies in check. He noted that pay TV has actually gained subscribers since the merger, contrary to the belief that the medium was declining.

In terms of innovation, Shankar criticized global media companies for failing to evolve their monetization models, urging for deeper distribution and customized content for Indian audiences to further expand the $30 billion video entertainment market in India.

Addressing challenges in India’s theatrical market, Shankar pointed out the disparity between the struggling Hindi-language Bollywood industry and the thriving southern Indian film industries, attributing this to a lack of content evolution in the north.

Looking to the future, Shankar urged regulators to avoid standardizing regulations across all platforms, emphasizing the need for tailored approaches to different types of media. He warned against homogenizing regulations, as this could potentially harm the value of businesses in the industry.

In conclusion, JioStar’s aggressive content strategy and investment plans underscore the company’s commitment to growth and innovation in India’s rapidly expanding media landscape. With a focus on affordability, audience engagement, and market-specific content, JioStar is poised to lead the way in shaping the future of media in India.