Streaming's small fish stay clear of original content rat race

While top video streaming operators invest heavily in creating original content, several smaller ones, both subscription video-on-demand operators such as Crunchyroll and MUBI and pay-per-view services like BookMyShow Stream, are pursuing a conservative approach, securing content only from third-party sources

- Lata Jha

Media experts said the strategy sets them apart in a market with intense competition, escalating costs and a relentless pursuit of talent and script development.

According to Asa Suehira, chief content officer of Crunchyroll, it is all about knowing what customers want—adventure, mystery or fun—and delivering it when they arrive. “We acquire series that we know fans in India will enjoy, and then we explore better ways to serve those fans across touchpoints, be it through local language dubs or maybe even through event experiences. Our success allows us to invest in anime production and the overall anime ecosystem, but it’s not a lever we utilize in marketing or publicly tout," Suehira said.