From Grit to Light: Audiences Want to Feel Good
India's OTT audience is massive—over 480 million strong. With the market valued at $4.5 billion this year and expected to grow to $27.2 billion by 2033, the appetite for digital content shows no signs of slowing. But viewers are changing, and so is their taste.
“The beauty of OTT is that there’s something for everyone,” said Jain. He pointed to a clear shift away from dark, heavy dramas. In their place, feel-good stories and lighter, emotionally engaging narratives are resonating more. This evolution is forcing creators to adapt—rethinking their approach to storytelling, tone, and what really connects with today’s viewers.
Oversaturation, Censorship, and the Fear Factor
With a flood of content available, quality has become a concern. Paul flagged the growing unease with declining standards and rising censorship. "Streaming platforms don't want to commission or carry content which can be political or controversial," she noted. Many platforms are steering clear of politically or socially sensitive topics altogether due to the potential backlash. “Why create something that could lead to legal battles and unnecessary trouble?” Jain asked, highlighting the practical barriers content creators face.
With India implementing self-regulation guidelines under the IT Rules of 2021, Paul asked about the possibility of stricter censorship laws. Jain responded, “What we're expecting are clearer guidelines.”
The IT Rules introduced a three-tier grievance redressal mechanism, requiring platforms to appoint grievance officers and comply with content classification standards. While these regulations aimed to streamline oversight, the lack of specific definitions regarding permissible content has led to ambiguity. Many content creators worry that this uncertainty will lead to excessive self-censorship to avoid potential legal complications.
The Illusion of Democratisation
Streaming once promised a level playing field. But is that still true?
One of the most debated aspects of the OTT era is whether streaming platforms truly democratise content or continue to rely on established star power and traditional content providers. While the early years saw the rise of fresh talent, platforms today seem to be prioritising big names and studio-backed projects. As a result, independent creators are finding fewer opportunities.
The marketing model of OTT now mirrors that of the fast-moving consumer goods (FMCG) industry. As Jain explains, big stars are the main attraction. Ultimately, visibility is essential for content to be consumed. Just as FMCG products use strong branding and marketing to dictate consumer preference, streaming content requires aggressive promotional strategies to capture audience attention. Star-driven projects, with their built-in fan bases and media pull, are often easier to market.
Jain adds, “OTT was always about convenience—watching what you want, when you want. The real democratisation is happening on platforms like YouTube and social media, where anyone can create and share content.”
Tough Industry, Real Talk
“This is still a tough industry,” Paul remarked before asking Jain for his advice to those trying to break into the space. Jain was candid about the industry’s competitiveness. “I would never recommend someone to enter this industry for an easy career. It’s easier to become a pilot or climb a mountain peak than find a sustainable career here,” he said.
He urged newcomers to prove their talent through platforms like YouTube or by creating short films, emphasising authenticity, discipline, and perseverance. “If you want to be lucky, consistent hard work and discipline are non-negotiable,” Jain advised.
The episode provided deep insights into the evolving OTT space, the challenges of content creation, and the role of star power in streaming entertainment. Jain and Paul dissected the industry’s shift from experimental storytelling to commercially driven narratives, highlighting both opportunities and challenges for content creators. With streaming services evolving rapidly, the future of Indian OTT will likely be shaped by a mix of data-driven decisions, audience engagement strategies, and a push for diverse storytelling that resonates with viewers across demographics.
About the “What India Needs!” Podcast
“What India Needs!” is a thought-provoking podcast dedicated to exploring key topics crucial to India’s development. Our mission is to delve into pressing issues, engage with experts and thought leaders, and uncover actionable solutions for a more sustainable and prosperous future. Join us as we navigate the complexities of India’s growth, from policy and governance to technology and innovation, fostering informed discussions that inspire change and drive progress.
