iWorld
OTT experts discuss future of India’s hybrid market
MUMBAI: The new dawn of media industry in India is experiencing a complex co-existence of traditional and digital media. With enhanced internet penetration, over the top (OTT) players have started gaining a strong foothold as well as being challenged by the threat from international leaders of the game. The OTT industry is maturing by exploring new opportunities in the hybrid Indian market.
To discuss the complexity of the market including problems like piracy, lack of regulatory practices, monetisation, business models, and emerging technologies, experts from different sectors convened at the Cable and Satellite Broadcasting of Asia (CASBAA) OTT India forum 2018.
Network18 Digital CEO Manish Maheshwari started off the session with a keynote by explaining how data explosion in the last two years has changed the scenario of video consumption in India. The launch of Reliance Jio in September 2016 led to widespread adoption of 4G technology. Consumption pattern has become more individualised, something that most speakers agreed upon. OTT services have directly jumped to mobile, giving better user interactivity.
During this tricky transition, the platforms are experimenting with various kinds of business models. Foreign players heavily depend on SVOD but Indian players mainly use AVOD but intend to shift to SVOD in the future. A new B2B2C model is also emerging.
Indiantelevision.com founder, CEO and editor in chief Anil Wanvari moderated the session with Shemaroo Entertainment CEO Hiren Gada, Viacom18 senior VP, head of marketing, licencing and partnerships at Voot Akash Banerji and ZEE5 digital head Archana Anand. Speaking on the issue of monetising properties, Banerji said that it has to be looked at as an opportunity and not a challenge. Experts agreed that if content creators can come up with quality content, subscribers will not hesitate to pay with Netflix being a classic example.
Internet’s reach to even the remotest parts of the country has not restricted OTT to be just an urban phenomenon. The rural appetite for content is growing and so not just local players but even international names like Amazon and Netflix are eager to feed them. They are even banking on blockbuster content. The myth that the internet was only reserved for short format content has been broken and so longer ones are on the rise.
Due to factors like social category and economic status, Indian consumers won’t pick a single type of content or model. “Hybrid market will exist as long as India continues to be hybrid,” said ZEE5 digital head Archana Anand.
Other than content, the low-latency end user experience is also very important to satisfy the audience. Though the infrastructure is still evolving in India, the content delivery market is in a promising state. Many measures are also being taken to curb the issue of piracy. Discussions are also going on to bring the OTT players under a regulation but with liberty.
By creating content of different flavours, experimenting with business models, discussions on a regulatory body and developing infrastructures, the OTT market in India is maturing with both opportunities and challenges. To sustain in the race, the platforms should choose either a niche strategy or a way to reach the mass but not a midway definitely.
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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.
