TV, OTTs team up as syndication grows

With exclusivity no longer the norm, TV channels and streaming platforms are syndicating free content across networks.

- Lata Jha

The latest example: Amazon's free streaming service MX Player has partnered with Sony Entertainment Television (SET) to air its reality series Rise and Fall. Episodes will be broadcast on SET the same day as their OTT release.

While Sony’s iconic CID also began streaming on Netflix, Bengali platform hoichoi carries free-to-air (FTA) channels on its live TV app.

Experts say the push is about expanding distribution, reach, and monetization at a time when subscriptions have plateaued and ad growth remains patchy. With high production costs and long development cycles, partnerships are emerging as critical.