Big Budgets, Small Success: The Paradox of OTT Productions

The Indian OTT sector is facing a critical creativity crunch, as a recent industry report has revealed. Just 4% of OTT shows are finding success, while most are struggling to find traction. Experts attribute this crisis to repetitive content, lack of innovation, and uneven budget allocations. Big platforms are spending huge budgets (Rs 200-400 crore) on a few mega-productions, leaving little for other creators to experiment. This has created a monopolistic situation where only big-budget productions get proper marketing and visibility. Indian audiences are also suffering from "digital fatigue," with total streaming app time declining from 25.9 billion hours in 2023 to 21.7 billion hours in 2024. Industry players opine that the way out is to innovate the content slate and diversify narratives to reach audiences effectively.

 

Source: Exchange4Media