Prime Video, one of India’s most cherished entertainment platforms, has released the 2024 edition of the ‘O Womaniya!’ report, an insightful study addressing the gender gaps in Indian entertainment.

Developed in collaboration with Ormax Media and produced by Film Companion Studios, the report examines the representation of women across creative, corporate, and marketing domains. By analyzing 169 films and series released in 2023 across nine Indian languages, ‘O Womaniya!’ highlights progress and persistent challenges in creating an equitable entertainment industry.

According to a press release, the study’s findings are as much a call to action as they are a reflection of existing disparities. It introduces the Gender Equality Toolkit, a new test to measure female representation in content, ensuring creators have tools to identify and eliminate biases during the initial stages of production. Only 31 percent of the analyzed titles passed this toolkit, with streaming series faring better at 45 percent. The report underscores that female leadership can make a difference—48 percent of the titles that passed the test were commissioned by women.

Another key metric used was the Bechdel Test, a traditional benchmark for female representation. Here, nearly half the titles fell short, indicating that women’s voices still struggle to be fully realized in storytelling.

The report sheds light on the glaring underrepresentation of women in key creative roles. Only 15 percent of the Head of Department (HOD) positions in direction, cinematography, editing, writing, and production design were held by women. Streaming content offered a marginal improvement, with over 20 percent of these roles filled by women. Editing emerged as the most inclusive domain, with 18 percent of films and series employing female editors.

The corporate sector mirrored this underrepresentation, with just 12 percent of CXO/Director-level positions across 25 leading Media & Entertainment firms occupied by women. This marks a slight decline from previous years, signaling the need for stronger systemic interventions to promote gender equity in leadership.

Marketing efforts showed marginal improvement, with women occupying 29 percent of the “talk time” in trailers, a slight rise compared to previous years. Streaming films demonstrated a greater inclination to allocate more screen presence to women in promotional content. Titles such as ‘Made in Heaven Season 2’, ‘Taali’, ‘Jhimma 2’, ‘Sweet Kaaram Coffee’, and ‘Saas Bahu Aur Flamingo’ were noted for their stronger representation of women.

Stuti Ramachandra, Director & Head of Production, International Originals at Prime Video India, reiterated the platform’s commitment to Diversity, Equity, and Inclusion (DEI). She emphasized that fostering gender inclusivity is essential for driving meaningful change. “The O Womaniya! report exemplifies the power of collaboration in addressing female representation in the industry. It’s time to take bold strides toward creating a world where growth is defined by talent, not gender,” Ramachandra said.

Shailesh Kapoor, CEO of Ormax Media, highlighted the practical application of the Gender Equality Toolkit, which enables creators to evaluate inclusivity in their projects. Film critic and producer Anupama Chopra echoed these sentiments, appreciating the industry’s growing accountability and celebrating the toolkit as a step closer to an equitable future.

The findings of the ‘O Womaniya!’ report underscore the urgent need for systemic reforms across Indian entertainment. While strides have been made, the industry still grapples with entrenched biases. The collaboration between Prime Video, Ormax Media, and Film Companion Studios serves as a rallying cry for stakeholders to prioritize inclusivity, ensuring that women are not just seen and heard but valued across all levels of the entertainment ecosystem.