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Soumya is a media & entertainment reporter, based in Mumbai since 2014. Earlier, she spent five years tracking consumer and retail businesses for  The Economic Times, Mint, Fortune India, and YourStory. 

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The pandemic-era boom in India&#8217;s &#8216;creator economy&#8217; is gone. Some startups are making early profits, but their success (and rivals' struggles) bare an unsavoury truth about &#8216;creator economics'.

For Creators, Money is X-Rated

For years, Snap Inc. has lagged its Big Tech peers in India&#8217;s digital ads industry. Now, it&#8217;s hoping to woo local brands with a relatively old-school pitch: AR.

Old Tech, New Bottle

It rained cash this September quarter and the theatres rolled in money. It may have been a one-time extravaganza.

Kangana’s Got A Point

What&#8217;s common between a sappy stories page and a Delhi University photocopier? Creativity, and who can profit from it.

Humans vs. People (of Copyright)

Good afternoon! Welcome to The Impression, your weekly primer on the business of media, entertainment, and content. If someone shared this newsletter with you or if you&#8217;ve found the online version, hit the button below to subscribe now&#8212;it&#8217;s free! You can unsubscribe anytime.

Keep an ‘AI’ on the news 👁️👁️

It&#8217;s been 10 years since Pocket Aces rose to popularity, then morphed from a YouTube multi-channel network to an independent streaming content studio. Now, it&#8217;s been acquired for a modest sum. What does the deal tell us about the YouTube-to-OTT pipeli

Pocket Change

We enjoyed CID reruns and Savdhaan India specials. Now, OTT platforms want to hook us up with hardcore true crime documentaries. Will enough Indians watch?

Cold Case = Hot Entertainment

India&#8217;s answer to Twitter is now struggling for funds. Does India need homemade social media platforms?

Koo’s search for ‘Bharat’

It&#8217;s been 20 years since the first IMAX screen opened in India, and 10 years since the first Indian IMAX film was released. Is there a market for the cinema technology company here?

IMAX’s Indian Odyssey

Once the IPL was over, streaming platform JioCinema handed its newly acquired audience over to a blitzkrieg of originals films and shows, one every Friday. How will this aggression change India&#8217;s streaming industry?

JioCinema is riding the 🌊

Why is Nykaa hosting a beauty and entertainment &#8216;carnival&#8217;? Also in today&#8217;s edition: PVR-Inox got people to the movies but still couldn&#8217;t make a profit. Why?

Two Tickets, Please!

India&#8217;s ban on TikTok spawned a generation of short-video copycats. Facebook Reels is a relatively late entrant. What&#8217;s it doing in this busy, busy business?

One Meta, Two Reels

From Dragon Ball Z to Naruto, Indian viewers are no strangers to classic anime in their local language. What new can Crunchyroll bring to the table in India?

Are you a desi otaku?

Disney may be souring on Star, just a few years after acquiring it. It&#8217;s not the first acquisition gone wrong for the House of Mouse.

Mickey Mouse’s Break-Up

One big Bollywood hit can make or break a theatre&#8217;s financial quarter. But, to truly prove the industry is back on track, you need to check in-cinema ads. Also in today&#8217;s edition: Zuckerberg may have just handed finfluencers a new, unsupervised playgr

There’s no toothpaste in my movie hall

Korean dramas are seeping into family TV time in India&#8217;s smaller cities and towns. And they&#8217;re changing the way stories of young love are made for the Gen-Z Indian on TV and online.

Desi Young Love Stories 💜

Big-name creators are interviewing ministers or issuing public advisories in ads with little in the way of disclosures. What&#8217;s next? Also in today&#8217;s edition: after the Adipurush washout, it looks like only Hollywood can save the day for multiplexes.

Influencers 🤝🏽 Government

Big music labels are rushing to grab a share of the regional language music business, especially in Punjabi and Bhojpuri. More competition is pushing up acquisition costs, but music streaming companies are not paying labels more for their catalogues. So,

Now Playing: Local Top 10 🎵

Social media companies are making a solid attempt to earn money directly from their users in India. Will it work? Also in today&#8217;s edition: Audible Round 2 of wooing Indian listeners with homemade content.

Social media’s journey to the centre of your wallet

A bootstrapped company with patent-pending tech says it can play dubbed versions of any film in theatres, in the language of your choice, right in your ears, all perfectly synced. Is there a market for this?

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