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Free shows top OTT charts, but pay-walled content is key to cash flow
Mint Chennai
|April 17, 2025
Ad-supported, free-to-watch shows like Ek Badnaam Aashram and Hip Hop India on Amazon MX Player made a splash upon release, topping OTT viewership charts for weeks.
Ad-supported, free-to-watch shows like Ek Badnaam Aashram and Hip Hop India on Amazon MX Player made a splash upon release, topping OTT viewership charts for weeks. Their success reinforces the idea that AVOD (advertising video-on-demand) content can be a powerful tool to convert consumers into subscribers.
Experts say while free programming will generate high viewership and reach, given the easy access and sampling, pay-walled content for subscribers will bring in real revenue and engagement. In essence, a hybrid model of content monetization is the way forward for over-the-top platforms, they argued.
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