The OTT industry needs to move towards sustainable business models. Content spending must be linked to revenue generation to ensure long-term viability for platforms and creators,” says Sushant Sreeram, Head of SVOD Business and Chief Marketing Officer. According to him the early phase growth focused heavily on acquiring users, often without enough attention to profitability. He feels that a disciplined investment is required to support both creators and consumers over time.
The company has also signed a Memorandum of Understanding (MoU) with the Tamil Nadu government as part of its South Unbound initiative. Rs 4000 crore will be invested to focus on strengthening the creator ecosystem across south India which includes support for writers, directors, producers and on-screen talent across Tamil, Telugu, Malayalam and Kannada industries,” according to Krishnan Kutty, Head of Entertainment (South). This investment reflects the growing importance of south India in India’s digital entertainment landscape, as regional language content increasingly finds audiences beyond state borders.