Archive · 16 Dec 2025
Streaming Platforms Face Viewership Decline Amid Safe Bets
Streaming platforms in India are seeing fewer people watching their original shows.
This is because they are playing it safe by making shows that are similar to what has worked before, instead of trying new ideas.
A year ago, many shows had over 4 million viewers, but now most shows only get 1-2 million viewers.
Platforms are also spending less money on making and promoting new shows.
Additionally, people have more choices for entertainment, like short videos, games, and international dramas, which are pulling viewers away from Hindi shows.
Experts say that the market is becoming saturated, and platforms need to give new ideas a chance to keep viewers interested.
Weekly viewership for streaming originals has dropped significantly, with most shows now getting 1-2 million views compared to over 4 million a year ago.
Platforms are focusing on established franchises and avoiding risks with new shows, leading to a lack of fresh content.
Marketing and production budgets have been reduced by up to 40% over the past two years, and fewer new shows are being greenlit.
The regional content boom and alternative entertainment options like short-form videos, gaming, and international dramas are pulling audiences away from Hindi shows.
Experts suggest that the market has matured, and platforms need to give new ideas a chance to keep viewers engaged.
- Who
- Streaming platforms and content creators
- What
- Decline in viewership for original shows due to safe bets and market saturation
- When
- Recent months, with significant drops compared to a year ago
- Where
- India, across various OTT platforms
- Why
- Platforms are focusing on established franchises, reduced marketing budgets, and increased competition from alternative content
- Weekly Viewership
- 1-2 million for most shows, down from 4+ million a year ago
- Popular Shows
- Aukaat Ke Baahar, Mahabharat: Ek Dharmayudh, Bhay - The Gaurav Tiwari Mystery, The Family Man
- Marketing and Production Budget Reduction
- Up to 40% over the past two years
- Subscription Growth
- Hit a ceiling, with Indian entities struggling to justify acquisitions to global parents
- Regional Content Boom
- Pulling audiences away from Hindi-only catalogues
- OTT Platforms
- Amazon MX Player, JioHotstar, Netflix, Prime Video
- Viewership Drop
- Third season of Panchayat had 28.2 million views, fourth season had 23.8 million views
- Alternative Content
- Short-form videos, gaming, live sports, international dramas