Why family-oriented content is the next growth driver for OTTs in India
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.
