Streaming services with global content challenge Bollywood’s dominance. As younger audiences demand fresh stories, leading to decline in bollywood “masala films”. That’s why Bollywood needs to create films with stronger narratives.
Bollywood has been working on the same pattern for decades which is larger than life character, vibrant songs, dance, and melodramatic storylines which is working and Bollywood has been synonym of Indian cinema. But in recent years there has been a shift in audience preference. As there is growing demand for diverse content, genres and narratives, delivered by global streaming platforms like Netflix, Amazon Prime, and Disney+ Hotstar which is challenging Bollywood’s dominance.
A World of Choices
Previously when the entertainment audience only used to have a choice between Bollywood or tv serials now because of the rise of streaming platforms there is a treasure of content for Indian viewers. From Korean dramas to American sitcoms, there’s something for everyone. This exposure challenges the formulated narratives of bollywood films. As audiences are drawn to the fresh storytelling techniques, relatable characters, and also international setting offered by these international shows.
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Beyond the Masala Films
Bollywood mainly presents a genre known for its over-the-top action sequences, melodramatic plots, and good number of songs and dance. While these hold nostalgia in heart for many, younger generations are seeking a cinematic experience. Streaming services cater to this by offering a variety of genres, from crime thrillers to coming-of age stories.
Streaming Platforms gives Boom to Regional Cinema
The rise of global streaming platforms is not necessarily equate to following western culture blindly. But it signifies that it will outshine the content which has potential because now audiences have a variety of options to choose from what to watch. As films from regional industries are gaining national and international acclaim, often outperforming bollywood films in terms of commercial success. As films like “Baahubali”, “Drishyam”, “KGF Chapter-1”, “Pushpa”, “RRR”, “Sita Raman”, and “Arjun Reddy”are gaining popularity among audiences not only in India but worldwide whereas Bollywood is facing difficulty in capturing the Indian audience.
Some films gained so much popularity among audience that Bollywood even offered a remake of that film like “Sairat” a marathi film which was remade by Bollywood named as “Dhadak” and “Arjun Reddy” a telugu film was also remade named as “Kabir Singh”, which caught the attention of audience.
Hence streaming platforms are promoting localization of content as Bollywood used to have a strong dominance in the country.
Bollywood Legacy
While Bollywood is facing several challenges, it’s unlikely for it to disappear entirely. As its legacy is deeply intricate in Indian culture, it will continue to hold a special place in the hearts of many. It can be seen by how old Bollywood movies ( Rockstar, Jab We Met, DDLJ) which were loved by audiences previously are displayed in theatres again and almost all the shows were housefull. Now the true test of Bollywood is to adapt and evolve, embracing the changing preference of audiences while staying true to its core identity, because people still love the masala flicks but Bollywood just needs to up its game.
