Archive · 5 Dec 2025
OTT Platforms Shift Strategies Amid Growth Slowdown
Indian streaming platforms are changing their strategies because the fast growth they had before is slowing down.
They are now focusing more on making money in other ways, like using technology, hosting live events, and producing content more efficiently.
For example, some companies are starting new services like astrology apps or using AI to help make shows.
Others are investing in live concerts and virtual production studios.
This shift means there will be fewer new shows, but the ones that are made will be more carefully chosen.
It's not a bad thing; it's just the industry adjusting to new realities.
India's streaming universe has 601 million people, with 148 million paid subscriptions, growing at a slower pace of 10% in 2024 compared to 13-14% in 2023-24.
OTT platforms are reducing their spending on expensive original content and shifting focus to tech-driven ventures and experiential formats.
Balaji Telefilms launched AstroVani, an astrology-based service, and is focusing on shorter-form content for smartphones.
Abundantia Entertainment created aiON, an AI unit to enhance production processes and lower costs.
Saregama is investing in live concerts and events to monetize its music catalogue beyond streaming royalties.
- Who
- Indian OTT platforms, studios, and media groups
- What
- Shift in strategy from high-volume streaming to sustainability and tech-driven ventures
- When
- 2024-25
- Where
- India
- Why
- Slowing growth, plateauing watch-time, and narrowing margins in the streaming sector
- India's streaming universe
- 601 million people
- Paid subscriptions
- 148 million
- Growth rate in 2024
- 10%
- Growth rate in 2023-24
- 13-14%
- Balaji Telefilms' new venture
- AstroVani (astrology-based service)
- Abundantia Entertainment's AI unit
- aiON
- Saregama's live-events revenue
- Significant contributor in one year
- Virtual production market forecast
- Double-digit CAGR in India