GUEST COLUMN: Why Film Libraries & IPs Are the New Engines of Growth

Why It Matters

By monetizing catalog assets across multiple platforms, media firms can smooth revenue streams and offset the volatility of hit‑driven releases, positioning themselves for sustainable growth in a fragmented market.

Key Takeaways

• Film libraries now generate recurring revenue beyond theatrical windows
• Indian media market valued at $33.5B in 2025, projected $39.8B by 2028
• FAST channels and OTT extend catalogue reach across demographics
• Original IP fuels discovery, while catalogues drive retention and ad revenue
• International demand for Indian content opens new syndication markets

Pulse Analysis

The economics of filmmaking are being redefined by a shift from one‑off box‑office success to a multi‑year asset strategy. Film libraries, once considered static archives, are now active revenue generators as they flow through a growing array of digital touchpoints. In India, the media and entertainment sector’s valuation—about $33.5 billion today—underscores the scale of opportunity, especially as digital media alone is set to contribute more than $12 billion. Companies like Shemaroo are digitizing, restoring, and re‑packaging classics, turning titles such as "Amar Akbar Anthony" into evergreen content that can be monetized repeatedly.

Multi‑platform distribution is the engine behind this transformation. Traditional secondary windows like satellite TV now sit alongside YouTube, over‑the‑top (OTT) services, Connected TV, and FAST (Free‑Ad‑Supported Streaming TV) channels. Each platform targets distinct audience segments, allowing rights holders to layer advertising, subscription and syndication fees on the same piece of content. Curated playlists, genre clusters, and star‑led collections keep legacy films discoverable in algorithm‑driven feeds, while FAST channels provide always‑on environments that boost ad‑supported viewership. This diversification not only maximizes per‑title earnings but also mitigates the risk of a single‑release slump.

The most resilient strategies blend new IP creation with catalog exploitation. Fresh productions act as entry points, drawing viewers into a broader ecosystem where familiar titles deepen engagement and drive repeat consumption. International markets—particularly the Middle East, North America and Southeast Asia—are hungry for Indian content, opening fresh syndication avenues. Media companies that harmonize original storytelling with intelligent library management are poised to build predictable, long‑term revenue streams, turning film libraries and IP into the twin engines of growth for the digital age.