O Womaniya! 2025: Prime Video’s report flags slow progress for women in Indian entertainment; streaming shows lead the shiftThe key findings indicate mixed progress: 32% of analysed titles passed the O Womaniya! Toolkit test for meaningful female representation, with streaming films showing a 16-point rise (47% passing) and Telugu titles improving by 21 points to 31%, while theatrical films continued to lag; behind the camera, female representation in key HOD roles dropped to 13% from 15%, with editing and cinematography seeing the sharpest declines and direction remaining at 8%, though Hindi titles showed relatively higher participation; in marketing, women accounted for 29% of trailer talk time—up marginally from 27% in 2022—with streaming titles averaging 36%, and films/series such as Follow Kar Lo Yaar, Big Girls Don’t Cry, Do Patti, Crew, Heart Beat, The Tribe, Naach Ga Ghuma, Call Me Bae, and Heeramandi ranking higher; at the corporate level, female representation in Director/CXO roles across 25 leading M&E firms rose from 12% to 18%, signalling gradual but steady movement toward gender-balanced leadership.
Commenting on the findings, 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,” said Stuti Ramachandra, director & head of production and post, International Originals, Prime Video India. “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! 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 added, “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, Film Critic and Producer shared, “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.”
Five years since its inception, O Womaniya! continues to spark industry-wide dialogue on gender equity. Discussing the 2025 findings, Anupama Chopra hosted a roundtable featuring Bhumi Pednekkar, Siddharth Roy Kapur, Guneet Monga Kapoor, Rahul Ravindran, Shazia Iqbal, Suresh Triveni, and Stuti Ramachandra. The discussion addressed gaps between women-led theatrical releases and streaming titles, the continued scarcity of meaningful female roles, and the need to convert intent into consistent action.
Central to the report is the O Womaniya! Toolkit, a proprietary test that evaluates on-screen female representation by assessing whether women have independent agency, influence key decisions, voice conflicting viewpoints central to the plot, and are not normalised through sexualisation or violence; the toolkit can also be applied at the scripting stage to identify biases early. Complementing this is the Trailer Talk Time metric, which analyses speaking time distribution in promotional trailers and found that 71% of trailer dialogue remains male-dominated, indicating that marketing narratives are still largely framed from a male point of view.
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