'Only 4% OTT shows succeed as industry faces creativity crunch'

With nearly a dozen streaming platforms churning out nonstop entertainment in India, are all web series and original OTT films managing to stand out? Among the ones that have recently made to the headlines are Panchayat, Mirzapur, Gullak, Heeramandi and Ashram. This is despite the fact that major platforms have unveiled expansive content slates with much fanfare. 

An industry report, which is not in the public domain, reveals that a mere 4% of OTT shows manage to achieve success in 2023, while the rest struggle to gain traction, industry insiders told e4m. 

This raises a crucial question: why does most OTT content fail to leave a lasting impact? The blame is being placed on repetitive content, lack of innovation, and skewed budget allocations, which, according to content producers, are crippling the industry’s growth. 

“In the OTT industry, a web series' success is often gauged by its renewal for subsequent seasons. Only a handful of shows manage to capture audience attention and secure a follow-up season. Platforms must recognise that their programming has become increasingly repetitive and uninspiring, leading to disengagement and diminishing returns,” says Yubaraj Bhattacharya, Consultant TV & OTT, Juggernaut Productions (IN10 Media Network). 

Sukesh Motwani, promoter of Bodhi Tree Media, echoes the sentiments. “Stremaing platforms have become risk-averse. They are largely betting on tried and tested formulas of crime thrillers, ignoring fresh narratives that made OTT so popular in the first place. Since more and more women from tier 1 and tier 2 cities are now watching OTT, the content slate surely needs diversification with more women oriented and intelligent scripts.”

Notably, OTT subscribers’ growth is almost stagnant now and most platforms are not able to make profit even as they increasingly take cost cutting measures. 

Budget Disparity

Major streaming platforms are funneling Rs 200-400 crore for some series produced by top Bollywood producers, leaving other creators with limited resources to experiment. 

“Over two third of the OTT programming budgets are allocated to just two or three mega-productions, typically helmed by renowned filmmakers like Sanjay Leela Bhansali. Their shows often get Rs 200-300 crore budget, while the rest have to manage in lakhs or a few crores. This has created a monopolistic environment where only big-budget productions receive adequate marketing and visibility, while others are left to compete for crumbs,” said a producer, requesting anonymity. 

Digital Fatigue 

Indian audiences are experiencing "digital fatigue," leading to a significant dip in engagement with streaming apps, according to Sensor Tower’s latest report, "State of Mobile 2025". 

The report reveals that the total time spent on streaming apps in India dropped from 25.9 billion hours in 2023 to 21.7 billion hours in 2024—about a 16.2 percent decline that underscores changing digital consumption patterns.

The number of app downloads also saw a downward trend, with 2024 recording 663 million downloads, compared to 722 million in the previous year. Analysts attribute this to a combination of macroeconomic pressures, increasing competition from social media apps, and the reliance of streaming platforms on live events and tentpole content to retain audiences.

The same report also noted that social media apps consumption in the country has gone up. The total hours spent on social media apps surged year-over-year, reaching a staggering 800 billion hours in 2024 compared to 700 billion in 2023. 

Innovation 

With limited funds trickling down to producers, the diversity that once defined the OTT space is shrinking.

According to Ashiish V Patil, founder of Isspeshal StratCon LLP, “Platforms are prioritizing tried-and-tested formulas—crime thrillers, underworld sagas, and high-octane dramas—leaving little room for original storytelling. As a result, audiences are growing fatigued with recycled themes and predictable plots, leading to dwindling viewership and lower engagement.”

“The solution lies in innovating content slate,” says Patil. 

If platforms fail to course-correct, the very medium that once challenged traditional cinema may end up replicating its flaws—an industry dominated by a few, while the rest struggle for survival, experts say.