How have Indian OTT platforms evolved since 2018?

Since 2018, Indian OTT platforms have shifted from a focus on sharp, story-driven content and new talent to prioritizing profitability by featuring established, saleable actors.

What is the current trend for actors on Indian streaming platforms?

Currently, actors who gained prominence on OTT are now considered saleable stars, headlining projects across platforms, often for budget and profitability reasons.

Does Indian OTT still offer opportunities for new acting talent?

While business realities lead to fewer risks on unknowns, OTT still offers room for new talent, especially in ensembles, and audiences are receptive to strong performances.

Home / Arts and Entertainment / India's OTT Shift: Story Power vs. Star Power

India's OTT Shift: Story Power vs. Star Power

21 Mar

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Summary

OTT platforms in India have shifted from story focus to star power for profitability.
Established actors are now saleable stars, dominating streaming content.
The shift echoes TV's past journey from experimentation to a star-driven model.

India's OTT Shift: Story Power vs. Star Power

In 2018, India's Over-The-Top (OTT) streaming landscape emerged as a revolutionary force, moving away from Bollywood's star-centric approach and TV's soap opera format. Platforms like Netflix and Prime Video championed sharp, taboo-breaking stories and regional narratives, giving a platform to actors previously unseen in mainstream cinema. Figures such as Pankaj Tripathi and Jaideep Ahlawat gained prominence through compelling performances rather than established fame.