![]() ![]() ![]() The emerging terrain of creative competition has three axes-traditional theatres, global OTT giants, and regional language streaming services. While Netflix, Amazon Prime Video and Disney+ Hotstar are all pivoting towards acquiring more films and shows beyond the B-town, a slate of language-specific, smaller OTT players are steadily nipping at their heels. ![]() Thus, despite the pandemic-induced boost to web streaming, the ride is far from smooth for India’s OTT heavyweights. Meanwhile, the high rates that Amazon Prime had paid to acquire several movie titles such as Coolie No.1 and Gulabo Sitabo for direct-to-digital release during the pandemic have not resulted in any substantial increase in subscribers. Netflix’s content deal with Karan Johar’s Dharmatic Entertainment has been called off after the weak showing of originals such as Guilty, Searching for Sheela and Ajeeb Daastaans. But very few of these bets have succeeded. ![]()
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