India’s OTT landscape is booming, with millions of screens driving content consumption. But as viewership grows, platforms face complex challenges in monetisation, measurement, and innovation. This piece explores insights from industry leaders on navigating the next phase of digital streaming.
India’s OTT landscape is shifting from niche, urban-focused content to inclusive, family-friendly entertainment. With the rise of connected TV and formats like live comedy and WWE on platforms like Netflix, OTT players are embracing collective, appointment-style viewing. As metrics evolve beyond views to focus on engagement and subscriber impact, data-driven strategies and regional storytelling are becoming key to staying relevant in a competitive market.
A high-frequency ad push aims to shift consumer lingo but not everyone is enjoying the repetition.
At the Future of Video India summit, Netflix India’s VP Monika Shergill revealed that the platform’s biggest competition isn’t local rivals or even sleep — but Netflix in other countries. With a unique “weekend reads” model, a focus on emotional storytelling, and a hybrid strategy blending local and global content, Netflix India aims to win the hearts of Indian viewers by prioritizing quality, speed, and human connection.
Relaxo Footwears has made its products available on quick commerce platforms across major Indian states including Delhi, Karnataka, Andhra Pradesh, Haryana, Uttar Pradesh, Maharashtra
The digital campaign conceptualised by FCB Ulka consists of a poem narrated by SRK and penned by lyricist Swanand Kirkire.
