Great stories, but tech hurdles trip up regional OTTs

Most regional platforms are bootstrapped. They also lack access to product and engineering talent

- Lata Jha

Even as video-streaming platforms in India ramp up local-language content for regional audiences, several of them continue to struggle with technology and user experience issues.

Users of platforms like AAO NXT, discovery+, Chaupal and Sun NXT often face stuck payments, disrupted playback, and poor recommendations—areas where global players such as Netflix and Prime Video offer a smoother experience, underscoring the gap local services must close.

Most regional services are either bootstrapped or operate with limited capital. With budgets stretched across content, marketing, and tech infrastructure, tech often takes a backseat. Access to experienced product and engineering talent also remains limited.