Alongside PTVFlix, private players are also expanding their footprint. Begin, a Pakistan-focused streaming platform operated by Merchant Horizon, is building a content slate that combines live sports, local entertainment, and international programming within a single subscription. The platform's CEO, Jonathan Mark-Tatti, makes the case for locally rooted streaming in a South Asian market that global players are failing to serve. "Global platforms like Netflix offer strong Western entertainment," he explains, "but they are not addressing the regional sports and cultural interests that matter most to audiences in markets like Pakistan".
Long-form conversational media has exploded in popularity. Podcasts hosted by figures like Junaid Akram, Shahveer Jafry, and Muzamil Hasan offer deep dives into art, politics, and entertainment, fostering a more nuanced public discourse. Challenges on the Horizon
YouTube, podcasts, and independent digital studios have democratized entertainment. High-utility talk shows, social commentary channels, and indie music platforms provide alternative content that caters to niche audiences dissatisfied with mainstream television. Key Drivers of Better Entertainment Content pak xxxcom better
Perhaps more significant than the blockbuster success was the industry's willingness to experiment with new genres. Deemak became the first Pakistani horror film to cross the Rs 2.1 billion mark, earning critical acclaim for its psychological depth and focus on family disintegration rather than conventional jump scares. Its successful release in the United States and the United Kingdom highlighted the growing international appetite for Pakistani films beyond traditional genres.
Simultaneously, a parallel cinema movement is thriving. Saim Sadiq’s Joyland made historic waves by winning the Jury Prize in the Un Certain Regard section at the Cannes Film Festival. Sarmad Khoosat’s Kamli and Zindagi Tamasha have similarly gathered international accolades for their poetic storytelling and uncompromising look at religious orthodoxy and human vulnerability. The Sonic Frontier: Coke Studio and Independent Music Alongside PTVFlix, private players are also expanding their
As PAK continues to grow and expand its offerings, it's clear that the platform has a bright future ahead. Some of the key areas that PAK is likely to focus on in the future include:
Unlike Western attempts at "world music," Coke Studio (produced by Xulfi and previously by Rohail Hyatt and Strings) treats classical ragas and folk instruments (Rubab, Sarangi, Harmonium) as the lead, not the garnish. Tracks like Tajdar-e-Haram (the most-viewed Qawwali on YouTube) and Pasoori (a global viral sensation in 2022) became anthems for a reason. They offer a sonic complexity—the shrill cry of the flute, the thump of the dhol, layered over modern trap beats—that mainstream Indian pop or Western Top 40 lacks. Challenges on the Horizon YouTube, podcasts, and independent
For years, the Pakistani film industry—often referred to as Lollywood—struggled to find its identity. However, the release of The Legend of Maula Jatt in 2022 changed the game entirely. As the highest-grossing Pakistani film of all time, it proved that local productions could compete on a global technical scale. The industry is now diversifying into various genres:
The content is better because the stakes are higher. The young writers, directors, and musicians of Pakistan have grown up with the internet. They have seen Breaking Bad and Money Heist . They know the global standard, and they refuse to let their budget limitations stop them from matching it in spirit and soul.
In response, both federal and provincial governments have signaled their intent to support the industry. Federal incentives include tax relief on equipment, cinema operations, and feature film production, alongside tax credits linked to corporate social responsibility under a proposed Film and Drama Finance Fund. The Sindh government has likewise pledged practical support, including fee reductions for film school students and funding for promising scripts. Yet, as industry observers note, between policy frameworks and aspirational rhetoric lies a vast implementation gap.