The Indian digital space seems to be stuck in one place. Almost every film or web series these days feels the same, either a love story with flashy songs or an action thriller filled with dramatic dialogues and fights. While these formulas sometimes work and even become big hits like Panchayat, they don’t bring long-term growth. They give a quick high but fade just as fast.
On the other hand, the US digital content industry is expected to grow by a massive 33%, reaching $112 billion by 2029. That’s not just a number; it shows how their content is connecting with people. And the main reason is simple: they are not afraid to try new things. They give space to all kinds of stories, whether it’s a dark comedy like The Bear, a sci-fi thriller like Severance, a drama like The Succession, or a fun ride like Stranger Things. There is something for everyone, and audiences are loving the variety.
In India, when someone tries to make something different, it might get appreciated in a niche circle but gets under the radar. The industry therefore rarely backs such ideas. Instead, they keep repeating the same tried-and-tested formula. If we want Indian OTT to grow the way the US market is growing, we need to start telling different kinds of stories. Playing safe won’t take us far anymore, and it shows with the stagnation of revenue in streaming in India as compared to their rise in the U.S.