The India’s streaming industry is witnessing a return to long-term web series supported by ads-in-genre that embrace 20 to 50 episodes-the additions of subscribers stagnate and margins on content without premium advertising.
The share of these long -term shows in the total content of the web series on Ott should rise to 70% in the next year, compared to about 50% now, since the streaming platforms increasingly embrace traditional television consumption models and monetization, said experts in the sector.
The shift from the large original shows, which had risen to 50% of the streaming content, is guided by a bingeing effort among the Indians in part due to time constraints.
“Traditionally, the Indian television audience is more in tune with the daily soap or the episodic format of the narrative,” said Sudeep Nigam, a screenwriter known for the mini-series The Indrani Mukerjea Story: Buried Truth. “Binge-Watching is essentially a western concept.” While accumulated accused during the Covid-19 block, Nigam said that the trend was temporary. “After the pandemic, due to the frenetic lifestyle, an medium Indian spectator can save little time for vision. In this context, the long -term web series supported by announcements have high importance in India, since the premium content require an intense involvement by a spectator,” he said.
The share of original premium on OCC platforms could drop to about 30% in the next year, according to the estimates in the sector.”India is not yet a subscription economy,” said Manish Sinha, founder and CEO of Runntv, the first (fast) independent streaming television (fast) television platform of the country. “It is expensive to keep subscribers. Subscribers acquire subscriptions for specific content and therefore do not renew the season tickets.”
The most recent numbers confirm that the paid subscription base is not expanding. According to the media media research company, media entertainment, subscribers who had access to paid content in India decreased by 1.6% to 150.6 million in 2024 of 153 million in 2023.
Sector analysts said that streamers understood that focusing only on the premium content does not materially improve profitability, which has become one of their areas of key interest after pandemic.The reluctance of the best Hindi cinematographic actors to take roles in streaming content is also placing a challenge to the creation of premium content, the experts said. These actors fear that the apparition in streaming content may exhaust their “star” value. In addition, there is an uncontrolled piracy that affects investments on the content of OCC Premium, the experts said.
In the meantime, the basis of subscribers to the contents supported by CEO has grown by over 20% between 2023 and 2024, affirmed analysts in the sector. This justified the demand for mass content. The recent creative partnership of Netflix-Balaji Telefilms must be seen in this light, the experts said.
One of the key advantages of long-term web series production supported by ads for streamers is its cost-effectiveness ratio.
“Today, streamers want new subscribers. This requires to tell new stories in family ways. The long -term web series supported by announcements are familiar with the Indian public. It is cheap for streamers,” said Samar Khan, Juggernaut Productions CEO, a hub of creating agnostic content.
It is estimated that the cost of shooting an episode of an original for a streamer is between £ 1 and £ 3. In comparison to this, the cost of shooting an episode of a large -format web series supported by ads is between £ 20 Lakh and £ 30 lakh.
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