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Bollywood vs. Hollywood

The Global Battle for Cultural Dominance in the Streaming Era
11:30 PM Feb 01, 2025 IST | ARHAN BAGATI
bollywood vs  hollywood
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Growing up in the Delhi/NCR region during my formative years, Friday nights were a cinematic battleground. My father, a staunch devotee of classic Bollywood, would dust off his collection of old DVDs, while my cousin, armed with her then-modern Blu-Rays, championed the spectacle of Hollywood. Today, that same debate—Bollywood vs. Hollywood—is no longer confined to family living rooms. It’s a global phenomenon, playing out on Netflix menus, Amazon Prime watchlists, and Twitter threads, fueled by the rise of streaming platforms that have turned cultural storytelling into a high-stakes competition. As someone deeply connected to my Kashmiri Pandit roots, and with a passion for fostering social and political change in Jammu & Kashmir, I see this battle as more than just entertainment; it’s about cultural preservation and economic opportunity.

While Hollywood, with its decades of experience in crafting global blockbusters, undeniably dominates screens worldwide, Bollywood is fighting to retain its soul—and its audience—in an era where algorithms often prioritize profit over cultural authenticity. This isn’t just a fight for viewers; it’s a struggle for the very definition of cinema in a world increasingly interconnected, yet fiercely protective of its cultural identities.

 

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The Golden Age: How Bollywood and Hollywood Built Their Empires

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Bollywood’s DNA is a vibrant tapestry woven with music, melodrama, and masala. This unique formula, epitomized by classics like Dilwale Dulhania Le Jayenge (1995), resonated deeply within India and the vast Indian diaspora. However, this national dominance often came at the expense of regional cinema. For decades, vibrant film industries in Tamil, Telugu, and Malayalam languages were overshadowed by Bollywood’s language hegemony. My grandfather, a man who cherished the socialist ideals of Raj Kapoor’s films, exemplified the generation that embraced Bollywood as the definitive Indian cinema.

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Hollywood, on the other hand, perfected the art of the global blockbuster. Films like Jurassic Park (1993) and Avatar (2009) were not just movies; they were cultural exports, carefully crafted to appeal to audiences worldwide. The U.S. government has long understood the soft power of cinema, using it as a tool to promote its values—democracy, individualism, and the American dream. My cousin, who can effortlessly quote Tony Stark, is a testament to Hollywood’s success in creating globally recognized icons. The fact that one can visit a theme park dedicated to these characters, while Bollywood’s legends remain largely confined to the screen, highlights the disparity in global reach and commercialization.

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Streaming Wars: Algorithms vs. Authenticity

The arrival of streaming giants like Netflix, Amazon Prime Video, and Disney+ Hotstar has dramatically reshaped India’s cinematic landscape. These platforms are investing heavily in the Indian market, recognizing its immense potential. For instance, a merger between Reliance’s JioCinema and Disney+ Hotstar, could create a dominant player with the power to reshape the market and further intensify competition. This influx of investment, coupled with the growing popularity of regional language content, is driving a surge in high-quality Indian productions. While international hits like Stranger Things gain significant traction, Indian audiences also demonstrate a strong appetite for local content, including regional cinema. This dynamic market is projected to grow significantly, with the report that India’s video market, encompassing both streaming and traditional television, is set to expand to $13 billion by 2028.

This has pushed Bollywood into an identity crisis. Big-budget spectacles like Brahmāstra (2022) received mixed reviews, while smaller, more authentic films like 12th Fail garnered international acclaim. The rise of “pan-India” films like RRR (2022) and K.G.F: Chapter 2 (2022), which blend regional flavors with Bollywood’s scale and star power, represents a strategic attempt to appeal to a wider audience. RRR specifically grossed over ₹1,387 crore globally.

Hollywood, too, has faced its share of challenges in its localization efforts. Disney+ Hotstar’s Ms. Marvel (2022), featuring a Pakistani-American lead, was a step towards representation but also faced backlash regarding cultural accuracy. The White Tiger (2021), a Netflix film portraying Indian poverty through a Western lens, sparked debate about authenticity and representation in storytelling. However, when Sacred Games (2018-2019), a gritty Mumbai underworld saga, dropped on Netflix, it felt like a watershed moment. It was raw, real, and resonated deeply with Indian audiences hungry for authentic content.

 

Cultural Appropriation vs. Collaboration

The line between inspiration and imitation has always been blurred in cinema. Bollywood has a history of taking inspiration from Hollywood. While social media often erupts in outrage over these perceived “copies,” some argue that they are homages or adaptations for local audiences.

Hollywood, too, has been accused of cultural appropriation in its portrayal of India. Films like Slumdog Millionaire (2008) were criticized as “poverty porn” despite their critical acclaim, while others like Lion (2016) and Hotel Mumbai (2018) raised questions about who has the right to tell Indian stories. My cousin in Ohio cringed at Priyanka Chopra’s accent in Quantico (2015-2018), while my aunt in Patiala cheered her as a symbol of global representation—a stark illustration of the diverse perspectives on cultural exchange in entertainment.

 

The Economics: Who Wins the Wallet?

Bollywood is adapting to the changing landscape. Stars like Shah Rukh Khan, initially resistant to direct-to-streaming releases, are now recognizing the power of OTT platforms. While the ₹1,000-crore club remains a coveted benchmark for Indian films, it still pales in comparison to the box office earnings of Marvel movies.

Netflix’s commitment to spend $500 million annually on Indian content is significant, but the platform’s focus on shows that “travel” globally, like Delhi Crime (2019-present), raises concerns about the prioritization of international appeal over local relevance. I miss the charm of single-screen theaters, but my monthly subscription allows me to access a vast library of content, from Sardar Udham (2021) to Squid Game (2021 & 2024)—a trade-off that encapsulates the bittersweet reality of the streaming era.

 

The Future: Can Coexistence Replace Competition?

Despite the challenges, there are signs of a more collaborative future. Filmmakers like Zoya Akhtar (Made in Heaven) and Anurag Kashyap are gaining global recognition for their nuanced storytelling. T-Series, with its massive YouTube subscriber base (over 283 million as of January 2025), demonstrates the global reach of Indian music. The introduction of AI-driven dubbing, as seen in the Hindi version of Money Heist, aims to further penetrate non-English speaking markets.

 

The Reel vs. Real World

Streaming platforms have the potential to be bridges, not battlegrounds, for diverse storytelling. As someone invested in the future of Jammu & Kashmir, I believe in the power of cinema to not only entertain but also to drive economic growth through tourism. Reviving Bollywood’s interest in filming in Kashmir, showcasing its stunning landscapes to a global audience, is a key part of my vision. My toddler niece dances to Naatu Naatu and Let It Go with equal joy. Maybe the next generation won’t need to pick sides.

The next time you browse your streaming service, seek out the hidden gems, the independent films from different corners of the world. That’s where the true magic of cinema lies. My father still champions Bollywood’s songs, and my sister remains a Hollywood aficionado. As for me, I’m simply grateful to live in a time when I don’t have to choose, but can instead celebrate the richness and diversity of global cinema. The streaming wars may be raging, but the real winners are the viewers who have access to a world of stories at their fingertips.

 

 

Arhan Bagati is a distinguished Kashmiri Pandit and a prominent figure in social work and public policy, focusing on the development of Jammu & Kashmir. He has a notable academic background, with studies at Pomona College, the University of Cambridge, and currently at Harvard, pursuing a Master’s in Public Policy. Arhan’s leadership extends beyond academia, particularly through his role as the Awareness and Impact Ambassador for the Paralympic Committee of India, and as the founder of KYARI, which addresses critical issues in Kashmir, from education to sustainable development