Prime Video Unveils Latest Report on Female Representation

By: WE Staff | Tuesday, 24 February 2026

• Prime Video has launched the new version of the ‘O Womaniya!’ report
• The report points out the progress and the gaps in the representation of women in the Indian entertainment industry

The latest version of the ‘O Womaniya!’ report has been launched by Prime Video, which analyzes the representation of women in Indian entertainment.

The report, which looks at trends in content, creative talent, marketing, and corporate leadership, finds some positive trends but also emphasizes the challenges that need to be overcome to achieve gender equity in the industry.

The report for 2025 has been researched and compiled by Ormax Media and produced by Film Companion Studios. It was commissioned by Prime Video and analyzed 122 films and series that were released in 2024 in nine Indian languages: Hindi, Tamil, Telugu, Malayalam, Kannada, Marathi, Punjabi, Bengali, and Gujarati.

Key highlights include the dominance of online streaming platforms in offering balanced representation, both on screen and off. The report launched the ‘O Womaniya!’ Toolkit, which evaluates the presence of females in the content.

This year, 32 percent of the content tested the toolkit, a substantial increase from last year. Online streaming films made substantial progress, with 47 percent of content testing the toolkit, a 16 percentage point increase.

Telugu content, which had been low on female representation, registered a 21 percentage point increase, with 31 percent of content meeting the criteria.

However, the report also points out the reduction in the number of females involved behind the camera. Only 13 percent of head of department positions (direction, cinematography, editing, writing, and production design) were occupied by females, a decline from 15 percent the previous year.

The sharpest decline was witnessed in editing and cinematography, with females occupying only 8 percent of the titles.

Hindi content registered a relatively higher presence of females in creative roles, while other languages registered less than 5 percent in most categories.

The report serves as a reminder of the importance of continued collaboration and commitment towards creating opportunities for women in leadership roles.

This year marks the fifth edition of ‘O Womaniya!’ which remains an important study on gender equity in the Indian entertainment industry.