Indian OTT landscape adjusts after initial boom

The Indian OTT industry, once thriving due to COVID-induced trends and international investments, is currently grappling with a dull phase. The lack of excitement is not limited to Telugu OTT content but encompasses the entire Indian OTT landscape, with movies and TV series failing to capture audience interest.

Despite a handful of exceptions like ‘Railway Men’ and ‘Dhootha,’ the absence of series generating significant buzz is notable. The days of eagerly anticipated shows like “Family Man” or “Mirzapur” seem distant, contributing to a decline in enthusiasm for home viewing, potentially impacting paid OTT subscriptions.

Presently, OTT platforms appear more focused on acquiring theatrical releases than on crafting compelling original content. This shift in priorities raises concerns about the industry’s commitment to creating engaging and innovative content for viewers. Deccan Chronicle