Why the Same Show Is Now Streaming on Multiple OTT Platforms

Content Exclusivity Is No Longer Key for Entertainment Firms, Barring Some Premium Original Shows

- Lata Jha

Next time you scroll through the streaming platforms wondering what to watch, don't be surprised to find the same show or movie available on more than one OTT site. Content exclusivity is no longer important for media and entertainment companies, except for some premium original shows.

Sony Entertainment's popular television franchise CID, which first came out in 1998, is now also streaming on Netflix. Many firms, including Warner Bros and Dharma Productions are syndicating their shows and movies across platforms, experts said.

For its OTT platform, public broadcaster Prasar Bharati is tying up with Lionsgate and Eros to host their content non-exclusively. Other services too, are offering the same films as part of free, subscription and rental options.