iWorld
OTT in 2023: A year of moderate success as streaming platforms hit the sweet spot
Mumbai: In the ever-evolving landscape of entertainment, Over-The-Top (OTT) streaming platforms have become the go-to destination for consumers seeking on-demand content. From Disney+Hotstar to Netflix, Amazon Prime, Sony LIV, and JioCinema, it’s evident that streaming services have found the elusive sweet spot, achieving a year of moderate success. This success can be attributed to several factors, including content innovation and evolving user experiences.
According to a report by Ormax Media, they have released select findings of the report, which reveal that the Indian OTT audience universe is currently at 481.1 million (or 48.11 Crore) people. This translated into a penetration of 34 per cent. The report defines an OTT audience who watched at least one online video (free or paid) in the last one month. The report breaks down this universe by gender, age, NCCS, pop strata, states, and cities.
The report also revealed that there are currently 101.8 million active paid (B2C) OTT subscriptions in India, across 36.4 Million SvOD (B2C) audiences, i.e., an average of 2.8 subscriptions per paying audience member. B2C subscriptions in the report refer to subscribers who have taken a membership directly with the OTT platform, in contrast with B2B subscriptions, which are via telecom packs offered by various operators. Mumbai, Delhi and Bengaluru are the top three cities on paid subscriptions, with more than six million active paid subscriptions each.
Regulations
Another highlighting moment of this year was the introduction of the Broadcasting Services (Regulation Bill) 2023. According to the experts, the government’s move to regulate OTT video streaming apps like Netflix, Disney+Hotstar, SonyLiv, etc., under the bill, could affect content innovation and autonomy, derailing the growth path, experts said. Content on OTTs works on a “pull model”, wherein consumers choose the content. As such, any stringent programme and advertising codes might lead to content censorship and affect the audience experience.
Once the Bill becomes an Act, it would bring streaming platforms such as Netflix and Hotstar completely within the ambit of the ministry of information and broadcasting (MIB) without having to rely on the Information Technology Rules, 2021, government officials said.
The policy experts however said that first, the Bill should clearly mention if this would supersede the IT Act and second, the government can only amend certain codes of ethics in the IT Act instead of bringing them under a new legislation.
Sports
Disney+ Hotstar emerged as a powerhouse in 2023, with its decision to offer cricket tournaments — the Asia Cup and the ICC Men’s Cricket World Cup — free to its mobile users in India. With this, they have set new benchmarks for viewership, redefining the cricketing landscape. The highly anticipated final clash between team India and Australia has not only etched itself into the chronicles of sporting history but has also become the most-watched event ever on both linear TV and digital streaming. It recorded a peak concurrency of 13 Crore viewers on TV and 5.9 crore peak concurrency on Disney+ Hotstar (Digital).
With the success of both the cricket tournaments, Disney+ Hotstar has also announced this year’s season of Pro Kabaddi League will be available to stream for all the mobile users in India starting 2 December 2023.
Movies and series of 2023
Hindi movies like Pathaan, Jawan, Animal, Vaccine War, Gadar 2 Tiger 3, OMG 2, Adipurush etc garned well at the box office and OTT platforms as well.
There has been a plethora of series from The Railway Men, Kohrra, Trial By Fire, Chamak Scam 2003: The Telgi Story to Taaza Khabar, Farzi, Dahaad, The Night Manager, Citadel etc.
According to a press statement from Jio Cinema stated that the platform registered 245 crore video views and 540 crore votes across the two months that Bigg Boss OTT 2 streamed on the platform. It also claimed to be the highest viewership for a live streamed event in India, after IPL.
Reality OTT shows like Shark Tank India Season 2, MasterChef India Season 7, Kaun Banega Crorepati (KBC) Season 15, also fared well at Sony LIV.
iWorld
YRF, Red Chillies explore micro dramas as format gains ground
Short-format boom grows, 71 per cent users rely on UPI autopay.
MUMBAI: Big stories are getting shorter and Bollywood’s biggest studios are starting to think small to stay big. Yash Raj Films and Red Chillies Entertainment are independently evaluating entry into the micro drama space in 2026, signalling a strategic pivot as legacy players chase the fast-growing demand for bite-sized storytelling.
At YRF, the recent appointment of Saugata Mukherjee is being read as more than just a leadership shuffle. Industry insiders view the move as a deliberate step towards building a sharper, digital-first content pipeline. Mukherjee, who previously played a key role in shaping premium originals at SonyLiv, is known for backing narrative-led shows that helped the platform stand out in an increasingly crowded OTT market. His experience in scaling differentiated content is now expected to anchor YRF’s next phase of expansion.
While YRF’s plans appear relatively advanced, conversations around micro dramas are also picking up at Red Chillies, albeit at an earlier stage. Insiders suggest the studio is exploring the format as part of a broader rethink of content strategy in a market where attention spans and distribution formats are rapidly evolving.
The timing is hardly accidental. India’s micro drama ecosystem is already taking shape, with platforms such as JioHotstar (“Tadka”), Zee5 (“Bullet”), Amazon MX Player (“Fatafat”) and Tata Play (“Shots”) experimenting with mobile-first, episodic formats designed for binge consumption. Alongside these, niche players like Kuku TV, QuickTV and StoryTV are also building early traction.
What is driving this surge is not just format novelty but consumption behaviour. Data from Redseer indicates that content velocity and freshness are emerging as key engagement drivers, with users responding strongly to frequent releases and evolving story arcs. Interestingly, pricing is not a major friction point audiences are willing to pay, provided the content offers novelty and quality.
User feedback also points to a shift in taste. There is growing appetite for genre diversity beyond familiar tropes, opening up space for experimentation in storytelling formats. This creates an opportunity for both incumbents and new entrants to differentiate in what is quickly becoming a crowded segment.
Monetisation, however, remains tightly linked to ease of access. Around 71 per cent of users rely on UPI autopay for subscriptions, underlining the importance of seamless payment systems even as platforms explore diversified revenue models.
The rise of micro dramas is part of a larger shift in India’s digital entertainment landscape, where interactive media including audio streaming, social discovery and niche formats such as devotional and astrology-led content is gaining momentum. This broader segment is projected to grow into a $3.1–3.4 billion market by FY30, with micro dramas expected to be among the fastest-growing categories, outpacing traditional short-form video.
For studios like YRF and Red Chillies, the message is becoming clear: in a market where attention is fragmented, storytelling may need to shrink in size but not in ambition.
