Cautious optimism: OTT players adapt to changing trends

Services are diversifying, offering free content, knowing that relying solely on subscription may not suffice

- Lata Jha

India’s over-the-top video streaming platforms, which began scaling back investments in 2022 following rising global pressure on their parent companies, and sluggish subscriber growth, remained cautious in 2023.

While commissioning of original content has slowed, with the pending Zee-Sony merger and uncertainties surrounding the sale of Disney’s India assets, many platforms are playing it safe by securing big star films to ensure returns, and experimenting with shows that release episodes regularly, similar to traditional television, to keep audiences engaged for longer durations while cutting costs due to subscription and advertising pressures.

Services are also diversifying offerings with free content, and recognizing that relying solely on subscription may not be sufficient.