Indian content’s great remix puts audiences, not stars, in the spotlight: TCH x VAM 2026

MUMBAI: In India’s entertainment industry, the script may still matter, but the scroll now rules supreme.

That was the central pulse running through a lively panel discussion at The Content Hub x VFX & More Summit 2026, where industry leaders debated how OTT platforms, social media, AI, creators and restless audiences are rapidly rewriting the rules of storytelling.

The session, titled “The Great Transformation of Indian Content”, brought together Enterr10 TV Network director Akshat Singhal, Cinepolis India managing director Devang Sampat, GSEAMS co-founder, creator and producer Kartk Nishandar, Chana Jor founder and CEO Pratap Jain and Warner Bros Discovery original productions lead – factual and lifestyle Ritika Sabharwal, with the discussion chaired by award-winning producer and content leader Ashima Avasthi Chaudhuri.

The conversation opened with a clear acknowledgment that Indian entertainment is no longer operating on its old playbook. The formula of star-driven openings, appointment television and predictable theatrical pull has been disrupted by changing audience habits, global content exposure and shrinking attention spans.

Panellists agreed that audiences today are not just consuming more content than ever before, but are also becoming sharper, faster and more selective. The rise of reels, shorts and vertical dramas has fundamentally altered viewing behaviour, making attention the industry’s biggest currency.

The discussion repeatedly returned to one central idea: the battle is no longer for viewership alone, but for attention first. Creators and studios are now competing in a world where audiences can abandon content within seconds if the narrative loses momentum.

For theatre operators, the shift has been dramatic. The panel noted that cinema-going habits have changed significantly in the post-pandemic era. Audiences are still turning up for films, but not with the same frequency as before. Instead of stars alone driving footfalls, viewers are increasingly paying attention to directors, writers and storytelling quality before buying a ticket.

Theatrical success, panellists argued, has also become far more unpredictable. Smaller regional films and unconventional stories are now capable of turning into breakout successes, while star-heavy projects no longer guarantee returns. The room widely agreed that audiences are impossible to “program” with certainty anymore.

At the same time, speakers pushed back against the idea that abundance itself is killing entertainment. Instead, the consensus was that audiences are simply becoming more demanding and more fragmented in what they want. Different formats now coexist rather than compete directly.

Short-form storytelling emerged as one of the most debated themes during the session. While micro dramas and snackable content are gaining traction because of their pace and accessibility, speakers stressed that shorter formats do not automatically mean weaker storytelling. If the hook lands quickly and the emotional pull is strong, audiences are willing to stay invested.

That said, panellists were careful not to frame short-form as the future at the expense of long-form content. The discussion pointed out that audiences still willingly sit through long films and multi-season dramas if the storytelling remains gripping. In other words, the issue is not runtime but engagement.

The rise of creators and influencers also sparked intense debate. Panellists acknowledged that creators today command massive visibility and influence, often rivalling traditional studios in reach. However, several speakers questioned whether follower counts alone translate into compelling fiction or successful OTT storytelling.

The panel argued that while influencers can deliver discoverability and marketing value, audiences ultimately stay for writing, characters and emotional connection. Social media popularity, they suggested, may create visibility, but it does not guarantee audience retention or subscription-driven success.

Writers, in fact, emerged as some of the biggest winners in the discussion. Multiple speakers stressed that strong writing has become the real differentiator in a crowded content ecosystem. With viewers now exposed to Korean dramas, Turkish series, international thrillers and global streaming originals, Indian storytelling is being pushed to evolve faster than ever before.

The panel also explored how authenticity is becoming increasingly important across both fiction and non-fiction formats. In factual and unscripted storytelling especially, credibility, access and emotional honesty were described as crucial factors in standing out amid the noise of viral content and fleeting trends.

Another major shift discussed was the changing role of stars. While celebrity names still bring visibility and scale, panellists agreed that audiences today are connecting more deeply with characters and narratives rather than simply showing up for famous faces. Casting, they argued, now works best when it feels organically tied to the story rather than added purely for marketing value.

The conversation also touched on the growing tension between data-led decision-making and instinctive creativity. While platforms increasingly rely on analytics, trend mapping and audience insights to greenlight projects, speakers cautioned against reducing storytelling to algorithmic formulas.

Several panellists warned that chasing trends too aggressively risks creating repetitive content cycles where the industry merely imitates what worked yesterday instead of building what audiences may crave tomorrow.

Despite the challenges, the overall tone of the session remained optimistic. Panellists repeatedly highlighted that Indian entertainment is going through one of its most dynamic phases, where regional stories, niche formats, creators and new-age platforms all have room to coexist.

If there was one clear takeaway from the discussion, it was this: in today’s entertainment economy, attention may be fleeting, but authentic storytelling still has the power to hold the room.