iWorld
Streaming’s next blockbuster AI regional content and interactive boom
MUMBAI: India’s digital entertainment landscape is witnessing a blockbuster transformation, with over 500 million viewers tuning into over-the-top (OTT) platforms, making it one of the largest streaming audiences in the world. At Content India 2025 Allied Global Marketing MD, APAC Jamie Crick presented a deep dive into India’s surging OTT market, revealing a sector in overdrive. As data prices drop and internet speeds surge, India’s appetite for on-demand content is growing faster than a viral meme.
The numbers tell a compelling story. In 2023, India recorded 96 million paid OTT subscriptions, driving a 10 per cent rise in revenue to Rs 9,900 crore (1.2 billion dollars). Meanwhile, advertising-based video-on-demand (AVOD) proved to be a major money-spinner, contributing Rs 6,800 crore (850 million dollars), a staggering 40 per cent increase from the previous year. Clearly, whether audiences are paying for subscriptions or watching ads in exchange for free content, the demand for digital entertainment is skyrocketing.
With over 80 streaming platforms vying for attention, the content buffet is expanding rapidly. While Hindi continues to dominate, regional content is emerging as the true scene-stealer, now accounting for 50 per cent of total OTT consumption. As more platforms invest in Tamil, Telugu, Bengali, Marathi, and Malayalam productions, the industry is witnessing a significant democratisation of content, bringing hyper-local stories to the national mainstream. Projections indicate that over 60 per cent of future content investments will go towards non-Hindi programming, underlining the massive shift in viewer preferences.
Technology is playing a lead role in shaping the industry’s future. With AI-driven hyper-personalisation, viewers now spend less time searching and more time watching, thanks to smart recommendations tailored to their interests. Interactive content and live streaming, from gaming to sports to reality-based formats are becoming mainstream, turning passive viewing into an immersive experience. The rise of short-form content is further redefining audience engagement, especially among younger viewers who prefer snackable entertainment over traditional long-form storytelling.
Interestingly, affordability isn’t deterring audiences. With 62 per cent of Indian households now paying for digital entertainment, the willingness to invest in quality content is evident. The emergence of new monetisation models, including microtransactions, premium ad tiers, and brand collaborations, signals a shift in how platforms generate revenue while keeping content accessible.
As international giants battle homegrown platforms, the race for eyeballs is heating up. With 5G rollout accelerating, smartphone penetration soaring, and AI making content discovery seamless, the OTT revolution in India is far from reaching its season finale, it’s just getting started.
iWorld
Karnataka to ban social media for children under 16; Meta warns of risks
Meta urges parental oversight over blanket bans as debate on child online safety grows
KARNATAKA: Karnataka may bar children under 16 from accessing social media platforms, chief minister Siddaramaiah said on Friday while presenting the state budget. This marks the most definitive move yet by an Indian state to regulate young users online.
The proposal aims to limit the harmful effects of excessive mobile and social media use among children, the chief minister said, amid growing concerns about screen addiction and mental health.
If implemented, Karnataka would become the first state in India to formally move towards a ban on social media access for minors under 16. Other states, including Andhra Pradesh and Goa, have previously said they were examining similar measures.
The idea has been under discussion within the state government for months. Earlier this year, state minister for information technology and biotechnology Priyank Kharge, told the legislative assembly that the government was studying ways to ensure responsible use of artificial intelligence and social media by young users.
Health minister Dinesh Gundu Rao has also raised concerns about excessive screen exposure among children. Meanwhile, BJP MLA and former minister Suresh Kumar urged the government to treat the issue seriously, warning that unrestricted social media use could affect both education and family life.
Siddaramaiah had previously discussed the issue with university vice-chancellors as well, seeking their views on restricting mobile phone use among children under 16.
Karnataka’s proposal comes amid a widening global debate over children’s access to social media.
Countries such as Australia have introduced stricter limits on younger users, while governments in the United Kingdom and Finland have also been exploring regulatory safeguards.
In parts of Europe, including France and Spain, schools have imposed restrictions on smartphone use in classrooms to reduce distraction and improve student focus.
Policymakers worldwide are increasingly concerned about the impact of social media algorithms, digital addiction and online risks on minors.
India’s Economic Survey 2025–26 also flagged excessive smartphone use among young people, linking it to sleep disruption, anxiety, reduced attention spans and rising academic stress.
Experts say the dangers extend beyond simple screen addiction.
Cybersecurity specialists warn that children often share personal information online without understanding privacy implications. Social media platforms, gaming apps and messaging services routinely collect location data, behavioural patterns, voice samples and browsing habits, creating digital profiles that could later be misused for surveillance, identity theft or targeted manipulation.
Online grooming is another growing concern. Law enforcement agencies globally have warned that predators increasingly use social media, gaming chats and messaging platforms to gain the trust of minors before exploiting them.
Artificial intelligence is also complicating the landscape. AI-powered recommendation systems and chatbots can keep children engaged for long periods while collecting behavioural data. In some cases, experts say these systems may inadvertently expose young users to harmful content.
Technology companies, however, argue that outright bans may not be the most effective solution.
Responding to the proposal, Meta said governments should prioritise parental oversight rather than blanket restrictions.
A Meta spokesperson said the company shares the goal of creating safer online experiences for young users but believes parents should ultimately decide which apps their teenagers use.
“We want the same thing as lawmakers: safe, positive online experiences for young people and believe parents should decide which apps their teens use,” the spokesperson said.
The company warned that sweeping bans could push teenagers towards less regulated websites or workarounds that bypass existing safety protections.
“Governments considering bans should be careful not to push teens toward less safe, unregulated sites, or logged-out experiences that bypass important protections,” the spokesperson added, pointing to safeguards such as Instagram’s Teen Accounts.
Meta also argued that focusing on a handful of platforms may not address the broader issue, noting that teenagers typically use dozens of apps each week. Experts say blanket bans may prove difficult to enforce in practice. Young users could circumvent restrictions through virtual private networks, anonymous accounts or lesser-known platforms that operate outside major regulatory frameworks.
Because digital platforms also provide access to educational resources, coding communities and creative opportunities, policymakers are increasingly exploring a middle path. That approach combines age-based safeguards, stronger privacy protections, parental supervision and digital literacy programmes instead of outright bans.
