New OTTs Tap Creator-Led Content Shift

JOJO, Chull, and FLIQS OTTs Push Culturally Rooted Content to Serve Underserved, Niche Audiences Beyond Metros

- Lata Jha

Despite the abundance of streaming and short-video platforms—both foreign and domestic—media and entertainment companies continue with new launches focused on regional and user-generated content.

Along with new OTT (over-the-top) players JOJO, a Gujarati platform, and Chull, which will focus on Hindi, Tamil, Telugu, Kannada, and Bangla content, Dish TV unveiled FLIQS, a content segment within its WATCHO app for professional creators.

While critics point to the challenges of monetization for targeted offerings, others said the appetite for regional languages and niches remains underserved by bigger firms.