Prime Video has released the latest edition of the O Womaniya! report, a study on female representation in Indian entertainment. Researched and curated by media consulting firm Ormax Media, produced by Film Companion Studios, and supported by Prime Video, the O Womaniya! 2025 study examines trends and gaps in female representation across production, corporate leadership, and marketing. This year, the report analysed 122 films and series released in 2024 in nine Indian languages (Hindi, Tamil, Telugu, Malayalam, Kannada, Marathi, Punjabi, Bengali, and Gujarati), across streaming and theatrical platforms.
Key findings of the report include:
- Content – O Womaniya! Toolkit 1, a test introduced last year, measures female representation in content and enables filmmakers to apply the test during content creation. The test evaluates whether women in a film or series have agency and drive their own stories. This year, 32% of the titles analysed passed the test. While theatrical films continued to lag, streaming films showed a 16 percentage point increase over the 2024 report, with 47% of titles passing the test. Telugu titles recorded a 21 percentage point rise over last year, with 31% of films and series clearing the test. More titles passed when commissioned by women; however, an increase was also recorded in titles commissioned by men meeting the test parameters.
- Creative Talent – Female representation behind the camera declined, with 13% of HOD positions across direction, cinematography, editing, writing, and production design held by women, compared to 15% in the previous report. Editing and cinematography recorded drops of 4 and 5 percentage points respectively. Direction remained unchanged, with 8% of analysed titles featuring a female director. Hindi titles contributed the highest share of off-camera female talent, with nearly a quarter of analysed films and series having at least one female HOD. Other languages largely recorded less than 5% of HOD roles held by women.
- Marketing – Women accounted for 29% talk time in trailers, up from 27% in 2022. Streaming films and series recorded 36% talk time each for women in promotional trailers. Titles including Follow Kar Lo Yaar (Hindi), Big Girls Don’t Cry (Hindi), Do Patti (Hindi), Crew (Hindi), Heart Beat (Tamil), The Tribe (Hindi), Naach Ga Ghuma (Marathi), Call Me Bae (Hindi), and Heeramandi (Hindi) ranked among those with higher female talk time.
- Corporate Talent – Among 110 Director/CXO positions analysed across 25 leading M&E firms in India, female representation in senior leadership roles increased from 12% in the previous report to 18% in the current one.
Five years into the initiative, O Womaniya! continues to track gender representation in Indian entertainment. Discussing the findings, Anupama Chopra hosted a roundtable featuring Bhumi Pednekkar, Siddharth Roy Kapur, Guneet Monga Kapoor, Rahul Ravindran, Shazia Iqbal, Suresh Triveni and Stuti Ramachandra to examine gaps between theatrical and streaming content, the availability of meaningful roles for women, and structural challenges in achieving equity.
Stuti Ramachandra, director & head of production and post, International Originals, Prime Video India, said, “At Prime Video, we have always believed that for stories to truly resonate, they must reflect a balanced perspective. That’s why strong female representation – on-screen, behind the camera, and at the decision-making table – is more than just an organizational priority; it is a critical driver for the creative industry to thrive.”
“Over the years, we’ve remained focused on building a more inclusive and equitable creative ecosystem – one that can only be achieved through collaboration. Together with our partners and the wider industry, we have been working to create spaces where women not only have a seat at the table, but also the opportunity to lead, create, and shine.
“The O Womaniya! The 2025 report by Ormax Media and Film Companion Studios is more than an industry study – it is a reminder that real change cannot happen overnight or in isolation. Every step forward, no matter how small, signals a real shift in mindsets. And when we move forward together, those small steps add up to lasting change that can truly reshape the industry for the better.”
Shailesh Kapoor, Founder & CEO, Ormax Media, said, “Each year, O Womaniya! gives us the opportunity to go deeper and uncover more actionable insights about female representation in Indian entertainment. The 2025 report reflects not only the existing challenges and the gaps that persist in building a more inclusive ecosystem, but also the progress – however small or slow – that can be seen in driving gender equality across the industry. Our aim is to enable stakeholders across the media and entertainment industry to make informed choices that drive gender inclusivity meaningfully, and to move from intent to real, measurable impact.”
Anupama Chopra said, “Year after year, O Womaniya! reminds us that change in the entertainment industry must be both intentional and continuous. The 2025 edition of the report serves as a powerful call to action for all stakeholders to examine their choices and create space for authentic, diverse female voices. I am grateful to Prime Video and Ormax Media for their continued support towards driving this industry-defining initiative forward and helping build a more equitable and inclusive ecosystem.”
