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iStream uses Akamai’s solutions to boost its video delivery
MUMBAI: iStream, an online provider of live and on-demand Indian video content, is using Akamai‘s Sola Media Solutions to securely deliver a broad range of programming to audiences around the world.
iStream is leveraging Akamai‘s Sola Sphere media delivery service to provide more than 40 channels of premium and free Indian-focused news and entertainment across a vast and varied landscape of connected devices.
By partnering with Akamai, iStream gains the flexibility to focus on curating its multi-lingual content with the confidence that it will be delivered seamlessly across any device or platform, ensuring engaging viewing experiences for its diverse audience. In addition to high QoS for its viewers, Akamai provides iStream numerous benefits, including a 50 per cent increase in page load times, significant infrastructure savings and secure content delivery.
“Akamai‘s ability to accelerate and optimize the video content, secure it, provide the same level of superior performance and high-quality experience to our users wherever they are, whatever platforms and devices they are using is key to iStream‘s success,” said iStream associate director of product marketing Swapnil Deopurkar. “With Akamai, iStream is significantly expanding the amount of content we are offering and streaming without making costly investments in additional infrastructure.”
“iStream and Akamai are working together to provide users with the best possible streaming experience across all the connected devices,” said Akamai country manager for India Rahul Arora.
Akamai Sola Media Solutions form a cloud-based technology platform for live and on-demand video streaming that scales on-demand to support the largest online events by managing millions of simultaneous streams. Supported by the Akamai Intelligent Platform, Sola Media Solutions enable the economic online distribution of content to the broadest possible array of devices, delivering rich, high-definition quality video to any device at broadcast-size audiences.
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Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
