Mumbai: India’s booming OTT landscape is undergoing a significant transformation. In the latest episode of the podcast What India Needs!, media entrepreneur Shutapa Paul and producer Sidharth Jain delve into the evolving dynamics of the streaming industry. Once celebrated for democratizing content creation and offering creative freedom, the OTT space is now seeing a shift back to star-driven narratives and commercially viable formats. With over 480 million viewers and a projected market value of $27.2 billion by 2033, Indian OTT is growing rapidly—but so are the challenges.

Jain highlights the audience’s preference shift from dark, gritty dramas to feel-good, emotionally resonant stories. Content creators are adapting to these changing tastes while navigating hurdles like content oversaturation, rising censorship, and platform risk-aversion. As Shutapa Paul points out, platforms are increasingly avoiding politically or socially sensitive topics to steer clear of backlash, a trend influenced by the IT Rules 2021 and their vague content regulations. The conversation also explores whether OTT still offers a level playing field. Jain argues that while platforms like YouTube allow genuine democratisation, major streaming services are leaning on big stars and FMCG-style marketing strategies to ensure visibility.

With fewer opportunities for independent creators and growing industry pressure, Jain shares honest advice for aspiring storytellers: success in OTT demands consistency, discipline, and a strong foundation through self-driven content creation. As India’s OTT industry matures, its future will depend on a balance between data-driven strategies, diverse storytelling, and platforms willing to invest in fresh talent beyond star appeal.

Watch link:

Spotify: https://open.spotify.com/episode/5yVct5K2dKP0VoMmtYtIBF?si=DEwz-r8xTwudBkrhqa7BHg
YouTube: https://youtu.be/59Iqo0lQ0iY