Mumbai: The OTT business in India is buzzing with new streamers, niche, and language offerings. However, early players are struggling as heavy content spending isn't matching revenues, and India-specific low pricing hasn't spurred subscriptions. Growth has plateaued as consumers return to post-COVID normalcy, preferring to binge occasionally.
Adding to the churn is the shift towards AVOD by giants like JioCinema, offering premium events like cricket for free, with Disney+Hotstar following suit. This has strained streaming bottom lines. The rise of FAST channels is also causing industry jitters. Vidnet explored the future of the streaming ecosystem.
The fireside session was hosted by Indian Television.com Group founder, chairman & editor in chief Anil NM Wanvari along with host HT Labs co-founder & CEO Avinash Mudaliar.
The interaction dug deeper into the rapid expansion and increasing popularity of regional OTT platforms in India, and the role of regional OTTs in preserving and promoting local languages and cultures. It also explored how changing viewing habits and personalisation algorithms are shaping Indian OTT content trends, emphasising diverse, inclusive offerings and platform adaptation to technology and user feedback.
“We've navigated through the challenge of finding what to watch, but the next hurdle is choosing an OTT platform. How much do we pay for these services, and can we access them all at once? Our goal is to simplify this with Odd Play Premium. By partnering with major players like Sony, Zee5, Lionsgate, and more, including regional ones like Malayala Manorama and Ahad Mammal Telugu, we've delved into diverse language content. Our recommendation engine stands out—it not only suggests based on metadata but also considers thematic preferences. For instance, if you're watching "Trance" on Netflix, it might recommend similar films or those featuring the same actors,” said Mudaliar.
He further continued, “We also tackle acquisition costs for partners. By lowering these costs through our distribution channels, we make it easier for them to gain new users. Our platform acts not only as a discovery engine but also as a marketing tool, enhancing exposure for content that might otherwise go unnoticed. Plus, we offer a unified experience across 11 platforms—Android, iOS, and various smart TV ecosystems—eliminating the need for multiple app downloads. This approach not only benefits partners but also offers users a cost-effective way to access a wide range of content.”
