Move over thrillers and romantic dramas, Indian OTT has found a new superstar: spirituality.
On Ram Navami, JioHotstar pulled off something that might’ve sounded unusual a few years ago. It livestreamed Ram Katha from 8 am to 1 pm with Amitabh Bachchan as the narrator. The result? A staggering 8.2 crore views. A few weeks before that, the platform ran a 15-hour Mahashivratri stream that clocked 3.9 crore views, pulling strong numbers from Hindi heartland states like Uttar Pradesh, Uttarakhand, and Maharashtra.
Clearly, this isn’t a one-off spiritual detour. It’s strategy.
And it’s working.
Shows like The Legend of Hanuman, also on JioHotstar, have been runaway successes, managing to balance mythological storytelling with slick animation and a binge-worthy structure. Sony LIV recently had Karm Yuddh, which leaned into spiritual metaphors. Even Netflix has tried dipping its toes with titles like Sacred Games, where spiritual elements were used to heighten mystery and philosophical tension.
What’s happening here?
Simple. Platforms are no longer just chasing metro millennials. They’ve realised that India’s digital growth isn’t just urban—it’s regional, diverse, and deeply rooted in tradition. Spirituality cuts across age, gender, and region. It’s familiar, it’s emotional, and more importantly, it brings in loyal viewership.
But here’s the critical bit.
Are we leaning into genuine cultural storytelling, or are OTT platforms simply tapping into spirituality for clicks and engagement? When everything from religious festivals to deities becomes prime-time content, the line between reverence and revenue starts to blur.
That said, the numbers don’t lie. Spirituality isn’t just a phase—it’s a growing category. And as long as it’s delivered with respect and nuance, it might just be Indian OTT’s most unexpected MVP.
The divine is trending—and this time, not on just temple walls, but in app menus.
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