India's OTT Reset: Streaming Shifts to Profit, Tech, & Diversification

• India's OTT streaming market is experiencing a "plateau" with slower subscriber growth and plateauing watch-time after a decade of rapid expansion.
• Streaming companies are shifting from a "scale-first" to a "sustainability-first" strategy, leading to reduced commissioning budgets and fewer high-cost originals.
• Studios and labels are diversifying into new revenue streams, including tech-led ventures (e.g., AI in production, astrology apps) and experiential formats like live concerts.
• Regional studios are investing in virtual production infrastructure, and music labels are exploring AI for IP monetization and protection.
• This industry "reset" prioritizes profitability, IP leverage, and cross-vertical monetization, leading to more selective content for viewers and adaptable IP for creators.

Why It Matters: Streaming services are changing strategies, impacting future entertainment options.