iWorld
ZeeMelt: OTTs add to momentum of FB & Youtube video consumption
MUMBAI: “Digital video is not the regular video which is differentiated by the screen size but everyone is aware about digital videos. If someone is working on a TVC, then bring your brand within first five seconds to get your brand liftup,” said Google creative head Haani Mirza.
“To lift the brand, marketers will have to focus on ABCD, which is Attract, Brand, Connect and Direct the viewers,” he added.
Talking about digital advertisments, Kantar Insights CEO – media & digital Gonzalo Fuentes said, “86 per cent people have observed the frequency of advt has increased as compared to past three years, and 32 per cent of Gen Z in South East Asia and India have installed ad blockers.”
“Digital Advertising industry can change the trend by focusing on the data which is fully consumer-centric and building engagement through creativity and consistency — creativity which is not targeting the audience gives a negative impact,” he added.
Speaking about videos on social media and OTT platforms, Kantar IMRB MD media, digital & retail Hemant Mehta said, “Over the last few years, video is dominating the social media, and mobile screens attract more engagement than any other media. All the OTT platforms add to the momentum which was inbuilt in the social consumption. India has more than 20 million avid-video consumers spending 45 minutes a day and 22 hours a month.”
Culture Machine CEO & co- founder Samir Pitalwalla added to Mehta’s view, “90 per cent of the consumers are watching videos on Youtube and Facebook in which three out of 10 consumers access OTT platforms. Music & entertainment are most dominant categories, and the fastest growing are: education and news.”
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iWorld
Prime Video unveils biggest India originals slate yet
Nearly 55 titles across languages signal deeper push into films, series
MUMBAI: Prime Video is turning up the volume on Indian storytelling, unveiling its largest-ever Originals slate at the ‘Prime Video Presents’ showcase, with close to 55 series and films spanning languages, genres and formats.
The new lineup, which stretches across Hindi, Tamil and Telugu, signals a clear intent: go bigger, go wider, and meet audiences wherever they are watching, whether on streaming screens or in cinemas. Alongside Originals, the platform also announced a fresh theatrical slate under Amazon MGM Studios, marking a deeper step into the big-screen business.
Among the headline acts is The Revolutionaries, a large-scale drama from Nikkhil Advani starring Bhuvan Bam and Rohit Saraf. The slate also features Matka King with Vijay Varma, Raakh starring Ali Fazal and Sonali Bendre, and Lukkhe, which marks rapper King’s acting debut. Adding a genre twist is Vansh – The Kalyug Warriors, positioned as India’s first homegrown Hindi superhero series for streaming.
Familiar favourites are also making a return, with new seasons of Farzi, Panchayat, Call Me Bae, Dupahiya, Dahaad and The Traitors in the pipeline, reinforcing the platform’s bet on established franchises.
Regional storytelling gets a notable push. Highlights include a Telugu adaptation of The Traitors hosted by Teja Sajja, the drama Guvvala Cheruvu Ghat, and Tamil titles such as Exam and returning seasons of Vadhandhi and Inspector Rishi.
The slate also opens new creative partnerships. Hrithik Roshan’s HRX Films steps into streaming with Storm and Mess, while Alia Bhatt’s Eternal Sunshine Productions backs Don’t Be Shy. Production houses including Excel Entertainment, Tiger Baby Films and The Viral Fever further deepen the creative bench.
On the theatrical front, the platform is lining up five films, including Raftaar starring Rajkummar Rao and Keerthy Suresh, VIBE directed by Kunal Kemmu, Dilkashi with music by A. R. Rahman, Nayyi Navelli featuring Yami Gautam, and Kuku Ki Kundli starring Wamiqa Gabbi.
According to Prime Video India director and head of Svod business Shilangi Mukherji, India remains central to the platform’s global growth, ranking among its top markets for new subscribers. She noted that nearly two-thirds of users watch content in more than four languages, underlining a growing appetite for diverse storytelling.
Prime Video India director and head of originals Nikhil Madhok, said the new slate reflects a continued push towards bold, culturally rooted narratives with global appeal.
In short, Prime Video is not just adding titles, it is widening the lens. From small-town dramas to superhero sagas and cinema-ready spectacles, the message is simple: more stories, more voices, and far more ways to watch them.
