MUMBAI: In an era where superheroes fly across screens and futuristic worlds captivate our imagination, one battle remains stubbornly grounded in reality: the gender gap. Despite women making strides into traditionally male-dominated spaces, their presence is still a drop in the ocean of overwhelming disparity.
Nowhere is this more evident than in the entertainment sector-a realm that thrives on stories yet often silences half its storytellers.
The fourth edition of O Womaniya! 2024 report, released by Prime Video in collaboration with Ormax Media and Film Companion Studios, pulls back the curtain on gender representation across 169 Indian films and series in nine languages.
Streaming platforms may lead the way, but the industry’s persistent imbalance reminds us that while screens evolve, some stigmas refuse to fade.
The report introduced a unique Gender Equality Toolkit to help filmmakers evaluate female representation in their projects at the content inception stage. This toolkit analyses films and series through four critical parameters to ensure women’s agency and active participation in storytelling.
Key findings showed that only 31 per cent of the analysed titles passed the Gender Equality Toolkit test, with streaming series performing better, at 45 per cent. Additionally, the data revealed that female-led commissioning significantly improved representation, with 48 per cent of such titles passing the test. Meanwhile, traditional gender evaluation using the Bechdel Test revealed nearly half of the titles still failed to meet its benchmark.
Among creative roles, only 15 per cent of head-of-department (HOD) positions in direction, cinematography, editing, writing, and production design were held by women. Streaming content contributed the most, with over 20 per cent female HODs. Editing emerged as the most female-represented department, particularly in streaming projects.
In marketing, women occupied only 29 per cent of trailer talk time, reflecting incremental progress over the past two years. Streaming platforms showed higher female representation in promotional trailers. Prominent series and films such as Made in Heaven Season 2, Sweet Kaaram Coffee, and Saas Bahu Aur Flamingo featured notable female-centric narratives and voices.
Corporate leadership saw a slight decline, with only 12 per cent of CXO or director roles at leading media and entertainment firms held by women.
“At Prime Video, we firmly believe that Diversity, Equity, and Inclusion (DEI) is not just good to have — it is essential to driving meaningful change. We have worked intentionally and persistently to build a diverse, inclusive, and equitable ecosystem, creating more opportunities for women, both in production and within our organisation. In a collaborative industry such as ours, the true impact of DEI can only be realised when it is embraced across the board, with each of us committing to fostering an environment where women are seen, heard, and truly valued,” said Prime Video, India, director & head of production, international originals, Stuti Ramachandra. “O Womaniya! exemplifies the power of collaboration in addressing female representation in the industry. This latest edition of the report calls on all of us to accelerate these transformative efforts—not merely taking small steps, but making bold strides toward a world where opportunities and growth are defined by capability and talent, not gender.”
Ormax Media founder & CEO, Shailesh Kapoor underscored the toolkit’s value, adding, “With every edition of O Womaniya!, we have looked at expanding the scope of the report. In this year’s edition, the introduction of the Gender Equality Toolkit offers a nuanced perspective on representation of women in entertainment. The toolkit is designed to be action-oriented, and can help creators and producers evaluate new ideas at their end, from an inclusivity perspective.”
Film critic and producer Anupama Chopra reflected on the industry’s progress and challenges: “The entertainment industry is under greater scrutiny than ever before. With every step forward and every gap left uncovered, stakeholders are reflecting on how they can drive meaningful change. Every action and conversation around gender inclusivity matters and with the O Womaniya! Report and the newly launched Toolkit, we are moving closer to creating an equitable industry. I am deeply grateful to Prime Video and Ormax Media for their partnership in this groundbreaking initiative.”
As the entertainment industry faces increasing scrutiny, initiatives like the O Womaniya! report continue to push for transformative change, ensuring talent and opportunities are defined by merit, not gender.
Access the full report at www.owomaniya.org.
