The decline in the OTT is revealing more and more insights. Last day Binged reported how Indians did not spend as much time streaming OTT as they did in 2023. But that was not all. There were fewer releases in 2024 as compared to 2023. This can be a major reason behind the decline in watch time simply because there were not enough things to watch.
Anyway, India saw an 18% decline in the number of streaming originals across major OTT platforms compared to the previous year, marking the lowest numbers since the pandemic years of 2021-2023. Platforms like Prime Video, Ullu, and Hoichoi recorded the biggest drops, while Sony LIV and MX Player increased their output. Netflix and JioCinema remained consistent with their 2023 numbers.
Fiction series dominated with a 70% share of OTT originals, while direct-to-OTT films, popular during the pandemic, saw reduced focus. Hindi remained the leading language for content, accounting for 65% of originals, followed by Bengali, Telugu, and Tamil.
Platforms showed varied strategies. ZEE5 leaned heavily on direct-to-OTT films, while players like Amazon MX Player and Disney+ Hotstar prioritized fiction series. Netflix and JioCinema stood out for offering a mix of all formats, including reality shows and documentaries.