Streamers turn to branded content as subscriptions dip

Many streaming platforms and content makers are getting showssponsored by companies as a means of monetization as paid subscriptions plateau and digital advertising is still in a nascent stage.

- Lata Jha

Platforms such as aha Video, hoichoi, and Amazon MX Player and micro-drama makers are rapidly exploring branded show options.

Such content is low risk, partially funded upfront and comes with builtin distribution from the sponsoring company itself. The challenge for them, though, is to convince audiences of the authenticity and credibility of titles backed by brands.

“Brand-sponsored content continues to play a vital role. It offers OTT platforms and producers an additional monetization stream while giving brands an organic, less intrusive way to reach audiences,” said Ujjwal Mahajan, co-founder of Chaupal, a platform specializing in Punjabi, Haryanvi and Bhojpuri content. “Unlike traditional ads, sponsorships and integrations blend naturally into storytelling, enhancing authenticity and audience acceptance. This dual value makes it highly appealing to both platforms and content studios.”