Indian OTT Sector Undergoes Massive Correction As Original Content Volume Declines For Second Consecutive Year
The Indian streaming landscape, which witnessed an unprecedented boom during the pandemic, is now facing a significant structural reset. According to the latest data from Ormax Media, the supply of Indian streaming originals has continued its downward trajectory in 2025. Following an 18% drop in 2024, the number of original shows across major platforms has declined by another 13%, falling below the 300-mark for the first time since 2020. In an exclusive report by Variety, prominent creators Sudip Sharma, Prosit Roy, and Tanuj Chopra shared insights into this shifting ecosystem where risk aversion is the new norm.
The current contraction is largely viewed as a necessary correction after a period of overheating. Sudip Sharma, the acclaimed creator behind Paatal Lok and Kohrra, noted that the rapid commissioning seen during the COVID-19 lockdown led to a saturation point where output exceeded the industry's actual capacity. Sharma explained that the ecosystem lacked enough seasoned filmmakers and writers to sustain such high volumes, which ultimately compromised content quality. As growth slows, streamers have pivoted from experimentation to a play safe strategy, making it increasingly difficult for unconventional or left of center narratives to find backing.
The business logic governing Indian OTT platforms has undergone a fundamental transformation. Tanuj Chopra, who helmed the recent seasons of Delhi Crime, suggested that the shift is driven by subscriber economics rather than a lack of creative ambition. While the initial strategy focused on producing a wide variety of shows to acquire new users, platforms are now prioritizing stickiness among existing subscribers. Streamers are currently concentrating their resources into fewer, high-impact, commercial titles rather than spreading budgets across numerous smaller projects. This math-over-emotion approach aims for scale, targeting the remaining untapped market with big-ticket productions.
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Beyond financial metrics, the sheer time required to develop long-form content is impacting industry trends. Prosit Roy, creator of the upcoming Amazon Prime series Rakh, highlighted that the development cycle for a premium show—from multiple script drafts to pre-production—often exceeds a year. This extended commitment has led many creators to migrate back toward feature films, which offer a shorter turnaround time. Roy emphasized that while streaming provides unique depth for character development, the rigorous demands of the medium naturally limit the volume of high-quality shows that can be produced annually.
Perhaps the most concerning aspect of this reset is the rising entry barrier for emerging talent. The collective sentiment among industry insiders is that the current environment is particularly hostile toward new voices. With platforms becoming more cautious, the appetite for backing unproven creators has diminished. Chopra warned that while creators are resilient, the audience suffers the most in this scenario as the breadth of available storytelling options shrinks.
Despite the visible decline in commissions, creators remain optimistic about the power of quality storytelling. The consensus remains that while the era of mindless abundance has ended, well-executed and rooted stories will continue to find an audience, even within a leaner and more disciplined market.
Bollywood
