iWorld
New Telugu OTT platform Aha bullish on its growth and expansion
KOLKATA: In the sea of moody blues and ebony blacks, the orange OTT platform Aha stands out – but that alone is not enough for the fledgling brand. It is gearing up to win over audiences that are already spoiled for choice in a market saturated with streaming services. With its sights set on the Telugu regional space for now, Aha’s promoters are very bullish on its expansion plans and promise to offer local yet premium content.
The platform entered the market in early 2020 but due to unprecedented Covid2019 crisis it had to push back some of its plans. With production resuming in September, Aha is back on track to lure one of the largest entertainment markets in India. From the beginning, it has opted for a subscription plan priced at Rs 365 per year. While the company has no plans to make the streaming service ad-based in near future, it might not overlook advertising revenue from other sources like branded content.
It is not easy to sustain in a cash-burning business that demands huge investment but does not offer immediate profit. However, Aha management has emphasised that they will not compromise on content quality and user experience. Although the production cost may not reach the level of Hindi shows, the company claimed it is pumping money into the venture, without divulging any number.
The market for the newly launched platform is as big as 50 million Telugu speaking internet users who are already consuming online videos, shared Aha promoter Ramu Rao Jupally. As for paying propensity, CEO Ajit Thakur said that they believe this entire market will be ready to pay in future, but 25 per cent – that’s around 12 million users – are already willing to shell out cash for premium content. Aha is owned by Arha Media & Broadcasting Private Ltd, a joint venture by Geetha Arts and My Home Group.
The management is excited with the initial growth – Aha has garnered five million downloads and 18 million unique visitors within a few months of the launch. Moreover, the platform has already clocked 2X subscribers compared to the target set initially.
But in the end, content is king. Rao stated that they already have 52 shows lined up for the next one year. They plan to release five shows during the Diwali season. While production was halted during the Covid2019 crisis, the platform still offered one fresh show every week to prevent subscriber churn. Initially, they had opted for acquisition aggressively, but going forward the ratio of original and acquired will be 70:30.
At the moment, major international and domestic players are gradually increasing investment in the regional markets which could increase the competition for the new entrant. However, Thakur appeared confident while delineating Aha’s frequency, volume of content, sharply curated content including films, best creative minds working for the platform would talk in their favour.
“On the distribution strategy, we have been a bit conservative. We have positioned ourselves wherever the audience has touch points like LG, Sony, Roku, Firestick, Samsung. But we have not pursued aggressive partnerships with other aggregators yet. Once we do that, our organic growth will get affected. We want to test the potential of how far we can get an audience on our own. So we are available across all platforms but we have not really pursued aggregators’ strategy.”
As for tie-ups with broadband providers, Aha has sealed the deal with ACR Fibernet only, “because we were able to do it on equal terms,” added Thakur.
The road to profitability is a long and winding one for an OTT platform due to the high cost required for content, marketing, and product. However, Rao is optimistic Aha would be able to break even within three-four years post debut, though it’s still early days to make a definite projection.
iWorld
Prime Video bets big on India with global originals, films and franchise expansion
Execs highlight scale, travelability and new IP bets as India anchors global strategy
MUMBAI: At Prime Video Presents 2026, the message was clear and confident. India is not just part of the plan, it is central to it.
In a lively fireside chat hosted by filmmaker Karan Johar, Kelly Day, vice president of prime video and amazon mgm studios international, Nicole Clemens, vice president of international originals, and Gaurav Gandhi, vice president for Apac and Anz, laid out an ambitious roadmap. Think bigger stories, wider reach and a sharper focus on building franchises that travel.
Kelly Day, a regular visitor to India, set the tone early. Calling the country “one of the most important markets globally”, she pointed to the sheer scale and diversity of audiences as a driving force behind Prime Video’s growth. Indian Originals, she said, are not just local hits but global engines powering subscriptions and engagement.
That global appeal is already visible. According to Clemens, around 25 percent of viewership for Indian content now comes from outside the country. Shows rooted deeply in local culture are finding fans worldwide, proving that specificity, when paired with universal themes, travels well. From gritty dramas to sharp thrillers, Indian storytelling is increasingly crossing borders with ease.
Clemens, who joined recently to lead international originals, was particularly upbeat about India’s creative range. She highlighted a growing slate of over 100 shows in development and production, with more than 60 percent returning for multiple seasons. For her, the formula is simple. Authentic stories, told well, resonate everywhere.
Adding to the buzz, she teased new and returning titles, alongside a fresh superhero universe, the Kalyug Warriors. It signals a push into new genres while doubling down on familiar fan favourites.
If content is king, distribution is the clever courtier. Day outlined Prime Video’s layered business model in India, which blends subscription, rentals, add on channels and ad supported viewing through Amazon MX Player. The idea is straightforward. Give viewers choice, whether they want premium, free or pay per view.
India, she noted, has also become a testing ground for innovation. Tiered pricing, mobile only plans and language diversity have all been sharpened here before being exported to other markets. In many ways, the India playbook is now influencing global strategy.
For Gaurav Gandhi, the next chapter is about scale with intent. He outlined four priorities. Making Prime Video more accessible, pushing Indian content globally, building stronger franchises and supercharging the films business.
On films, the platform is moving beyond licensing into co productions and now theatrical releases in partnership with amazon mgm studios. These films will eventually stream on Prime Video, creating a full circle from cinema halls to living rooms across 240 countries.
Franchise building remains another key pillar. With hits like The Family Man, Mirzapur and Panchayat already enjoying multi season success, the focus is now on creating the next wave of enduring IP. Newer titles are already lining up for second seasons, signalling a steady pipeline.
What stood out through the conversation was a shared belief. Streaming in India is still in its early innings, and the runway is long. With a mix of local flavour and global ambition, Prime Video is betting that stories from India will not just stay at home, but travel far and wide.
Or as the executives seemed to suggest, the world is watching and India has plenty more to show.
