Archive · 25 Jul 2025
Streaming's TV Shift: How Platforms Adapt to Indian Audience
Streaming services in India are starting to look a lot like TV.
After growing rapidly, they're now adding popular shows, commercials, and content like reality TV to attract more viewers.
Some people think this means less focus on unique, original shows.
Instead of being totally different from TV, streaming is borrowing some of its tricks to become more popular.
This change impacts what kind of shows are made and what people watch.
Streaming platforms in India are increasingly embracing television-style content, like daily soaps and reality shows.
The shift is partly due to slowing growth and the desire to capture a wider audience, mirroring television's success.
Platforms are also adopting advertising models and licensing content, similar to traditional TV practices.
Some industry insiders criticize the focus on populist content, arguing it overshadows niche programming.
The trend is seen by some as a retreat from the innovative potential of streaming and a shift toward prioritizing numbers.
- Who
- Streaming platforms, content creators, and audiences.
- What
- Streaming services in India are adopting practices of traditional television, including content types, advertising models and licensing content.
- When
- The shift began around 2023, after a period of rapid growth for streaming services.
- Where
- India
- Why
- To attract a wider audience and sustain growth.
Arguments for Niche Content
Arguments for Populist Content
Content Focus
Arguments for Niche Content
Streaming should continue to prioritize diverse and niche content.
Arguments for Populist Content
Streaming should primarily focus on popular and mass-appeal content
Content Strategy
Arguments for Niche Content
Original content has suffered, and should return.
Arguments for Populist Content
Licensed shows have been very successful in their adoption and renewal.
- Revenue comparison (TV vs. Streaming)
- Rs 30,000 crore (TV) vs. Rs 24,000 crore (streaming) - approx. figures in 2023
- Notable shows referenced
- Kyunki Saas Bhi Kabhi Bahu Thi, The Traitors, The Great Indian Kapil Show
- Streaming platforms mentioned
- Netflix, Prime Video, JioHotstar, SonyLIV
- Key individuals mentioned
- Ekta Kapoor, Smriti Irani, Sameer Nair, Anurag Kashyap, Reed Hastings