Local Content, Global Reach: How Indian OTT Platforms are Competing in the Streaming War

✍️ Opinions

Varun Bhardwaj

Dec 5, 2024 — 4 min read

Local Content, Global Impact: Indian OTT Platforms in the Streaming War

This article has been contributed by Chandra Mani, Founder, Useful Garbage Creations.

The way we consume entertainment has changed forever, and Indian OTT platforms are riding the wave in style. With binge-worthy web series, global blockbusters and homegrown dramas that resonate across cultures, India’s streaming services are making their mark. What’s exciting is how they blend local stories with global accessibility, appealing to audiences in India and beyond. But what’s behind this success? Let’s explore how these platforms are competing — and thriving — in the ever-evolving streaming wars.

India’s Storytelling Power: Bigger Than Ever

India’s media and entertainment industry is on a roll, growing 8% last year despite tough global conditions. What’s driving this? A knack for producing stories that connect. The numbers speak for themselves — 200,000 hours of content every year, including 1,700 films, 20,000 songs, and 3,000 hours of premium OTT programming.

Whether it’s a blockbuster film or a heartfelt regional drama, these tales are travelling to more than 160 countries, topping charts, and winning hearts. Even within India, the lines between regional and national content are blurring. People are just as likely to watch a Malayalam thriller as they are a Hindi rom-com, showing how diverse and relatable Indian content has become.

The OTT Boom: Coming to Every Household

Streaming isn’t just a trend in India — it’s becoming a way of life. With digital platforms now reaching 600 million people, the demand for OTT content is skyrocketing. By 2026, video OTT is expected to hit 65 million households, and the hours of premium content are projected to rise from 3,000 to 4,000. That’s a lot of binge-watching!

But it’s not just about volume — it’s about accessibility and innovation. Platforms are finding clever ways to cater to everyone. BookMyShow Stream’s partnership with VROTT Studios, for instance, brings global content in Indian languages, while Amazon miniTV launched miniTV Imported, offering international shows dubbed in Hindi. Netflix, too, dubs its top shows in up to seven languages and subtitles them in 33, ensuring nobody misses out.

These efforts are paying off. OTT revenue in India surged to $1.8 billion in 2022 — a whopping sixfold increase since 2018—and it’s set to hit $3.5 billion by 2027. Streaming isn’t just entertainment anymore; it’s big business.

Local Stories, Global Audiences

What sets Indian OTT platforms apart is their ability to cater to both local and global tastes. Prime Video is a “prime” example — 60% of its viewership comes from local Indian content, with regional titles accounting for a third of that. This strategy not only draws in domestic audiences but also attracts viewers from around the world. It’s not just the shows and movies, either. India’s creator economy is thriving, with web series, kids’ content, and even sports events reaching global audiences. Some platforms report that 60-90% of their audiences—and over 40% of their revenues—come from outside India.

The Battle for Eyeballs: Challenges and Opportunities

Of course, it’s not all smooth sailing. The competition is intense, with global giants like Netflix and Disney+ Hotstar constantly raising the bar. Their innovative offerings, such as Netflix’s pay-lite/mobile-only plans, make premium content more accessible to cost-conscious viewers. To stay in the game, Indian platforms are doubling down on local content and finding creative ways to keep audiences hooked.

This is where the magic happens. Platforms like Zee5 and SonyLIV are tapping into regional stories while also embracing international formats. Shows like Delhi Crime on Netflix, Gullak Season-4 on Sony LIV and Made in Heaven on Prime Video prove that Indian storytelling can hold its own on the world stage. The third season of Panchayat alone garnered 28.2 million viewers earlier this year, while top titles like Heeramandi (20.3 million) and Indian Police Force (19.5 million) showcased the growing appetite for Hindi-language content. This represents a balancing act, one that Indian platforms are mastering.

Streaming Ahead: What’s Next?

The future of Indian OTT looks bright. With the market set to grow at an impressive 14.3% annually, the opportunities are endless. The subscription video-on-demand (SVOD) segment, which has driven the streaming boom so far, is expected to lead the charge, reaching $2.6 billion by 2027.

But more than the numbers, it’s the stories that matter. Indian platforms are proving that local narratives have global appeal, breaking cultural barriers and redefining entertainment for a diverse audience. As more people tune in to Indian content, one thing is clear: the future of streaming is here, and it’s as vibrant and diverse as the stories India has to offer.