As we step into 2025, the over-the-top (OTT) industry stands on the brink of a transformative era, with regional platforms poised to play a pivotal role. The demand for authentic, culturally rich stories continues to grow both in India and globally. It is anticipated that 2025 will see advancements in technology, redefining content consumption. Artificial intelligence, augmented reality, and virtual reality are expected to create more immersive and personalised viewing experiences. The boundaries between storytelling and technology will blur further, enabling platforms to connect with audiences in unprecedented ways.
Additionally, regional creators will gain greater visibility as grassroots storytelling gathers momentum. However, the year will also bring challenges, particularly as platforms grapple with subscription fatigue and navigate increasing regulatory oversight. Advertisement-supported models, innovative bundling strategies, and premium offerings will be key to engaging and retaining audiences. Sustainability will take centre-stage, with a focus on energy-efficient streaming practices to minimise environmental impact.
Kaushik Das, founder and CEO, AAO NXT – Eastern India’s premier independent OTT platform – said: “At AAO NXT, fostering local talent and enabling them to tell their stories will remain a cornerstone of our mission. This presents an exciting opportunity to take Odia storytelling to the world, showcasing the richness of Odisha’s heritage to an international audience. At AAO NXT, our vision is clear: to celebrate Odisha’s culture, elevate regional storytelling, and continue innovating with technology to inspire audiences and creators alike. As we look ahead, 2025 promises to be a year of growth, collaboration, and new possibilities for the OTT sector.”
Regional goes mainstream
Das also reflected on the significant milestones achieved in the OTT sector in 2024. He remarked that the growth seen in 2024 demonstrated the appeal of storytelling rooted in culture and authenticity, which resonated deeply with audiences. Regional content is no longer a niche but a mainstream phenomenon, with consumption expected to surpass Hindi-language content by 2025. Regional platforms have been at the forefront of this evolution, driven by growing demand in Tier II and Tier III cities and fuelled by increased access to affordable technology and high-speed internet. The success of 2024 has laid a strong foundation for an even brighter future.
However, 2024 also presented challenges for the Indian OTT sector. Subscription growth slowed in saturated metro markets, prompting platforms to innovate to maintain engagement. The rise of advertisement-supported models and increasing consolidation among major OTT players intensified competition. The industry also saw shifts towards shorter content formats, technology-driven personalisation, and greater inclusivity, with features like multi-language support bringing diverse audiences closer.
As we enter 2025, the OTT sector continues to grapple with challenges. “Most OTT platforms are currently facing survival issues. They have become increasingly cautious in selecting content for audiences in this competitive environment, leaving limited opportunities for producers to sell their work to Indian platforms,” said Sooraj Sharma, a well-known director in the Indian entertainment industry. He added: “I fear that platforms might resort to a ‘template approach’, which, in my opinion, is causing significant losses for cinema worldwide. In 2025, I have high hopes for JioCinema, which is emerging as India’s leading OTT platform, offering great affordability to audiences. Netflix and Amazon are also set to release many exciting shows and films. I believe that innovative storytelling and unique narratives, such as Lapata Ladies, The Substance, Kalki, and Sir, will make a significant impact on OTT once again. Personally, I am excited as two of my own shows are being released this year. I truly hope OTT experiences an incredible resurgence.”
Sharma also expressed concerns about the excessive depiction of sex, abuse, and violence in Indian OTT shows. “As a filmmaker, I always strive to tell stories that are raw, real, and grounded. Audiences should experience something new without any whitewashing of the content. However, the overuse of explicit content on OTT platforms is a misuse of creative freedom and needs to be controlled,” he said.
The year 2025 is expected to bring immense opportunities for Indian producers eager to create novel and engaging entertainment content.