<h2><strong>Executive Summary</strong></h2><ul><li><p><strong>AVOD, SVOD, micropayments and FAST</strong> are being blended to cater to diverse audience preferences and improve revenue resilience.</p></li><li><p>Increasingly, engagement is coming from <strong>regional language content</strong> on mobile, driving scale, loyalty and monetisation.</p></li><li><p>Consumers seek <strong>value and simplicity</strong>. Partnering with telecom, e-Commerce and aggregators helps drive reach and retention.</p></li><li><p><strong>Smart recommendations</strong> are reducing churn and boosting watch time. AI is now central to UX and monetisation strategies.</p></li><li><p>Successful platforms are treating stories as <strong>multi-format IP assets</strong>, licensing, adapting and scaling across media.</p></li><li><p><strong>Future-ready platforms</strong> integrate payment, community and analytics features, turning creators into entrepreneurs and platforms into ecosystems.</p></li></ul>.<p>In 2024, according to EY, while India’s overall media and entertainment (M&E) sector grew by just 3.3% (to Rs 2.5 trillion) the digital media segment grew 17%, overtaking television to become the single-biggest segment (~32% of the industry). By any measure, this is an inflection point, one that is powered by surging smartphone usage, affordable data and the rapid adoption of 5G. As consumer attention fragments and competition intensifies, sustaining growth in a digital-first landscape will hinge on innovating around monetisation. This paper explores emerging revenue models across India’s evolving media ecosystem, with a focus on digital and OTT platforms and examines the trends in subscriptions, advertising, branded content, micropayments and strategic partnerships.</p><h2><strong>Streaming 2.0: The Rise of Hybrid Monetisation</strong></h2><p>Gone are the days of single-stream revenue. In a digital-first media landscape, monetisation is multi-layered and platform-specific. Streaming services increasingly use hybrid models, blending AVOD (free, ad-supported), SVOD (subscription-based, ad-free), TVOD (pay-per-view) and FAST (Free Ad-Supported Streaming TV) to reach diverse audiences and optimise revenue. Platforms like <strong>SonyLIV</strong> and <strong>JioCinema</strong> mix free content with ads and paid tiers for premium access, customising the viewing experience by price, content type and user preference.</p><h2><strong>Going Glocal: OTT’s Mobile-First and Regional Playbook</strong></h2><p>According to Kantar Research, with ~80% of Indians using mobile phones as their primary content device and 55% of internet users hailing from rural or semi-urban areas, OTT platforms are doubling down on mobile-first and regional-first strategies. Driving this shift are affordable smartphones, cheap data and a strong preference for native languages. Platforms like <strong>Hoichoi</strong> (Bengali), <strong>Stage.in</strong> (Haryanvi, Rajasthani), <strong>Aha</strong> (Telugu, Tamil) and <strong>Dailyhunt</strong>(multi-language news) are thriving by offering hyperlocal, culturally resonant content that builds loyalty and boosts monetisation.</p><p>This trend is not confined to India: <strong>Hoichoi</strong> and <strong>Aha</strong> are targeting diaspora audiences in the US, UK and Southeast Asia with geo-targeted marketing, localised pricing and payment options, tapping into the emotional value of regional content. Others, including <strong>Ulltra Media</strong>, are leveraging AI-driven personalisation, multi-device access and global partnerships to expand into Western and Middle Eastern markets. Meanwhile, <strong>STAGE</strong> offers Bhojpuri content to audiences in Nepal, Fiji, Mauritius and beyond, proving that local content can have truly global appeal.</p><h2><strong>The Bundle Boom: OTT’s Answer to Subscription Fatigue</strong></h2><p>With subscription fatigue setting in, many consumers feel overwhelmed by the sheer number of services on offer. Most are reluctant to commit to full-price monthly plans. In response, <strong>ScrollStack</strong> and <strong>Kuku FM</strong> are adopting flexible models such as micropayments, pay-per-content and weekly or low-cost plans that lower entry barriers and appeal to value-conscious users. At the same time, bundling is emerging as a powerful solution and OTT players are tapping into this trend through strategic bundling with telecom, e-commerce and hardware ecosystems. <strong>Netflix</strong> and <strong>Disney+ Hotstar</strong> are integrated into <strong>Jio</strong> and <strong>Airtel </strong>plans, while <strong>Amazon Prime Video</strong> rides on the broader Prime membership. Aggregators like <strong>Tata Play Binge</strong> and <strong>Airtel Xstream</strong> simplify access by offering multiple OTT platforms in one interface enhancing convenience, perceived value and stickiness.</p><h2><strong>Programmatic Advertising: The Future of Digital Ad Spends</strong></h2><p>According to GroupM's TYNY Report 2025, 42% of digital ad spends currently flow through programmatic channels, and this share is set to only grow. To counter declining ad rates and boost efficiency, media companies are increasingly investing in first-party data and programmatic technologies. Platforms like <strong>Times Internet</strong>, <strong>Jagran</strong> and <strong>Zee Digital</strong> are either building proprietary ad stacks or partnering with demand-side platforms (DSPs) to deliver more precise, targeted ads. Not only does this shift enhance CPMs (cost per mile) and ROAS (return on ad spend), it also reduces one’s reliance on third-party cookies, making ad delivery more efficient and effective.</p><h2><strong>Branded Content and Influencer Monetisation: The Shift to Subtle Storytelling</strong></h2><p>Traditional ads are giving way to branded storytelling that seamlessly integrates entertainment with subtle brand placement. According to an Ormax Media report, OTT subscriptions have plateaued at ~100 million, with audience growth coming mainly from ad-driven content on platforms like YouTube and social media. Consumers are shying away from overt brand displays, demanding more engaging, authentic content. In response, brands are stepping into content creation. Last year, <strong>Naukri.com</strong> launched a stand-up comedy series, ‘Hardly Working by Naukri’ on <strong>Disney+ Hotstar</strong>. Similarly,<strong> Britannia</strong> launched ‘Cheeseitup.in’, a content hub featuring snackable gourmet recipes and videos. <strong>TVF</strong>, <strong>Pocket Aces</strong> and <strong>Trell</strong> are also collaborating with brands to create content that connects with younger, digital-native audiences. This model fosters brand trust while providing creators and platforms with sustainable revenue beyond traditional ads and subscriptions.</p><h2><strong>AI-Powered Personalisation: The Key to Engagement and Retention</strong></h2><p>AI-driven personalisation is transforming viewer engagement. According to the Netflix Technology Blog, personalised recommendations lead to 30-40% higher watch time and a 25% reduction in churn. With attention spans shrinking, tailoring content to individual preferences is a crucial retention tool. <strong>Netflix</strong>, <strong>Amazon</strong> <strong>Prime</strong> and <strong>MX Player</strong> leverage AI and machine learning to analyse user behaviour and deliver dynamic, targeted content suggestions. This boosts engagement and enhances monetisation through improved ad targeting and subscription upselling.</p><h2><strong>Licensing the Future: Turning Content into Scalable IP</strong></h2><p>India’s content licensing market is projected to grow at a 22% CAGR and reach Rs 30 billion by 2027, according to KPMG. Original stories and homegrown IPs are now valuable assets with multi-format potential. <strong>Pratilipi</strong> is licensing popular stories to OTTs, publishers and audio apps, unlocking new revenue streams. Others are monetising IPs through book deals, merchandise, film adaptations and regional language versions, making content scalable, cross-platform and future-ready.</p><h2><strong>Media-Tech Convergence: Where Content Meets Code</strong></h2><p>The boundaries between media and technology are rapidly fading, giving rise to platforms that blend content creation with powerful tech-driven experiences. This convergence is transforming how content is created, monetised and consumed. <strong>ScrollStack</strong> is merging traditional blogging with built-in payment tools, enabling creators to earn directly from their audience—bypassing ads and third-party intermediaries. <strong>Chingari</strong> is pioneering a blockchain-powered creator economy, where content performance earns crypto tokens that can be traded or spent within the platform. These innovations reflect a strategic pivot toward empowering creators as micro-entrepreneurs. By embedding monetisation and community tools directly into the platform, companies boost creator retention and loyalty. For audiences, this means deeper interaction and more immersive engagement. As content, commerce and community increasingly intersect, media platforms are evolving into tech-enabled marketplaces, redefining the future of digital media.</p><h2><strong>For CXOs: Compete on Experience, Not Just Content</strong></h2><p>In a market defined by an abundance of content, platforms and choices, CXOs must lead with clarity of purpose: reduce friction, increase personalisation and create value through ecosystems, not just assets. The digital media playbook is no longer about owning content but about orchestrating ecosystems where content, technology, commerce and community intersect. CXOs, regardless of sector, must recognise that media behaviour is a mirror of broader consumer expectations. </p> <p>Here's what it means for you: </p><ul><li><p><strong>Think platform, not product</strong>: Customers want simplicity, value and flexibility. Whether you’re a telecom, a consumer brand or a media company, ask yourself, ‘Are we creating a sticky environment or just offering a one-off service?’</p></li><li><p><strong>Reimagine monetisation</strong>: The winners in this environment will be those, not with the most subscriptions, but the ones who know when to charge, bundle or give it away. Adopt pricing models that are dynamic, demand-sensitive and emotionally aligned with user segments.</p></li><li><p><strong>Build for fragmented attention</strong>: With attention spans splintered across apps, screens and moments, content relevance must be instant and intelligent. AI is your frontline in capturing micro-moments and reducing churn.</p></li><li><p><strong>Culture is the new distribution</strong>: Regional and community-first content is emerging as a new growth strategy. Winning platforms, whether in India or abroad, are embedding themselves in the emotional and cultural lives of their users.</p></li><li><p><strong>Empower the edge</strong>: Creators, influencers and even power users are the new growth engine. Invest in tools, data visibility and monetisation frameworks that allow them to flourish on your platform.</p></li></ul>
<h2><strong>Executive Summary</strong></h2><ul><li><p><strong>AVOD, SVOD, micropayments and FAST</strong> are being blended to cater to diverse audience preferences and improve revenue resilience.</p></li><li><p>Increasingly, engagement is coming from <strong>regional language content</strong> on mobile, driving scale, loyalty and monetisation.</p></li><li><p>Consumers seek <strong>value and simplicity</strong>. Partnering with telecom, e-Commerce and aggregators helps drive reach and retention.</p></li><li><p><strong>Smart recommendations</strong> are reducing churn and boosting watch time. AI is now central to UX and monetisation strategies.</p></li><li><p>Successful platforms are treating stories as <strong>multi-format IP assets</strong>, licensing, adapting and scaling across media.</p></li><li><p><strong>Future-ready platforms</strong> integrate payment, community and analytics features, turning creators into entrepreneurs and platforms into ecosystems.</p></li></ul>.<p>In 2024, according to EY, while India’s overall media and entertainment (M&E) sector grew by just 3.3% (to Rs 2.5 trillion) the digital media segment grew 17%, overtaking television to become the single-biggest segment (~32% of the industry). By any measure, this is an inflection point, one that is powered by surging smartphone usage, affordable data and the rapid adoption of 5G. As consumer attention fragments and competition intensifies, sustaining growth in a digital-first landscape will hinge on innovating around monetisation. This paper explores emerging revenue models across India’s evolving media ecosystem, with a focus on digital and OTT platforms and examines the trends in subscriptions, advertising, branded content, micropayments and strategic partnerships.</p><h2><strong>Streaming 2.0: The Rise of Hybrid Monetisation</strong></h2><p>Gone are the days of single-stream revenue. In a digital-first media landscape, monetisation is multi-layered and platform-specific. Streaming services increasingly use hybrid models, blending AVOD (free, ad-supported), SVOD (subscription-based, ad-free), TVOD (pay-per-view) and FAST (Free Ad-Supported Streaming TV) to reach diverse audiences and optimise revenue. Platforms like <strong>SonyLIV</strong> and <strong>JioCinema</strong> mix free content with ads and paid tiers for premium access, customising the viewing experience by price, content type and user preference.</p><h2><strong>Going Glocal: OTT’s Mobile-First and Regional Playbook</strong></h2><p>According to Kantar Research, with ~80% of Indians using mobile phones as their primary content device and 55% of internet users hailing from rural or semi-urban areas, OTT platforms are doubling down on mobile-first and regional-first strategies. Driving this shift are affordable smartphones, cheap data and a strong preference for native languages. Platforms like <strong>Hoichoi</strong> (Bengali), <strong>Stage.in</strong> (Haryanvi, Rajasthani), <strong>Aha</strong> (Telugu, Tamil) and <strong>Dailyhunt</strong>(multi-language news) are thriving by offering hyperlocal, culturally resonant content that builds loyalty and boosts monetisation.</p><p>This trend is not confined to India: <strong>Hoichoi</strong> and <strong>Aha</strong> are targeting diaspora audiences in the US, UK and Southeast Asia with geo-targeted marketing, localised pricing and payment options, tapping into the emotional value of regional content. Others, including <strong>Ulltra Media</strong>, are leveraging AI-driven personalisation, multi-device access and global partnerships to expand into Western and Middle Eastern markets. Meanwhile, <strong>STAGE</strong> offers Bhojpuri content to audiences in Nepal, Fiji, Mauritius and beyond, proving that local content can have truly global appeal.</p><h2><strong>The Bundle Boom: OTT’s Answer to Subscription Fatigue</strong></h2><p>With subscription fatigue setting in, many consumers feel overwhelmed by the sheer number of services on offer. Most are reluctant to commit to full-price monthly plans. In response, <strong>ScrollStack</strong> and <strong>Kuku FM</strong> are adopting flexible models such as micropayments, pay-per-content and weekly or low-cost plans that lower entry barriers and appeal to value-conscious users. At the same time, bundling is emerging as a powerful solution and OTT players are tapping into this trend through strategic bundling with telecom, e-commerce and hardware ecosystems. <strong>Netflix</strong> and <strong>Disney+ Hotstar</strong> are integrated into <strong>Jio</strong> and <strong>Airtel </strong>plans, while <strong>Amazon Prime Video</strong> rides on the broader Prime membership. Aggregators like <strong>Tata Play Binge</strong> and <strong>Airtel Xstream</strong> simplify access by offering multiple OTT platforms in one interface enhancing convenience, perceived value and stickiness.</p><h2><strong>Programmatic Advertising: The Future of Digital Ad Spends</strong></h2><p>According to GroupM's TYNY Report 2025, 42% of digital ad spends currently flow through programmatic channels, and this share is set to only grow. To counter declining ad rates and boost efficiency, media companies are increasingly investing in first-party data and programmatic technologies. Platforms like <strong>Times Internet</strong>, <strong>Jagran</strong> and <strong>Zee Digital</strong> are either building proprietary ad stacks or partnering with demand-side platforms (DSPs) to deliver more precise, targeted ads. Not only does this shift enhance CPMs (cost per mile) and ROAS (return on ad spend), it also reduces one’s reliance on third-party cookies, making ad delivery more efficient and effective.</p><h2><strong>Branded Content and Influencer Monetisation: The Shift to Subtle Storytelling</strong></h2><p>Traditional ads are giving way to branded storytelling that seamlessly integrates entertainment with subtle brand placement. According to an Ormax Media report, OTT subscriptions have plateaued at ~100 million, with audience growth coming mainly from ad-driven content on platforms like YouTube and social media. Consumers are shying away from overt brand displays, demanding more engaging, authentic content. In response, brands are stepping into content creation. Last year, <strong>Naukri.com</strong> launched a stand-up comedy series, ‘Hardly Working by Naukri’ on <strong>Disney+ Hotstar</strong>. Similarly,<strong> Britannia</strong> launched ‘Cheeseitup.in’, a content hub featuring snackable gourmet recipes and videos. <strong>TVF</strong>, <strong>Pocket Aces</strong> and <strong>Trell</strong> are also collaborating with brands to create content that connects with younger, digital-native audiences. This model fosters brand trust while providing creators and platforms with sustainable revenue beyond traditional ads and subscriptions.</p><h2><strong>AI-Powered Personalisation: The Key to Engagement and Retention</strong></h2><p>AI-driven personalisation is transforming viewer engagement. According to the Netflix Technology Blog, personalised recommendations lead to 30-40% higher watch time and a 25% reduction in churn. With attention spans shrinking, tailoring content to individual preferences is a crucial retention tool. <strong>Netflix</strong>, <strong>Amazon</strong> <strong>Prime</strong> and <strong>MX Player</strong> leverage AI and machine learning to analyse user behaviour and deliver dynamic, targeted content suggestions. This boosts engagement and enhances monetisation through improved ad targeting and subscription upselling.</p><h2><strong>Licensing the Future: Turning Content into Scalable IP</strong></h2><p>India’s content licensing market is projected to grow at a 22% CAGR and reach Rs 30 billion by 2027, according to KPMG. Original stories and homegrown IPs are now valuable assets with multi-format potential. <strong>Pratilipi</strong> is licensing popular stories to OTTs, publishers and audio apps, unlocking new revenue streams. Others are monetising IPs through book deals, merchandise, film adaptations and regional language versions, making content scalable, cross-platform and future-ready.</p><h2><strong>Media-Tech Convergence: Where Content Meets Code</strong></h2><p>The boundaries between media and technology are rapidly fading, giving rise to platforms that blend content creation with powerful tech-driven experiences. This convergence is transforming how content is created, monetised and consumed. <strong>ScrollStack</strong> is merging traditional blogging with built-in payment tools, enabling creators to earn directly from their audience—bypassing ads and third-party intermediaries. <strong>Chingari</strong> is pioneering a blockchain-powered creator economy, where content performance earns crypto tokens that can be traded or spent within the platform. These innovations reflect a strategic pivot toward empowering creators as micro-entrepreneurs. By embedding monetisation and community tools directly into the platform, companies boost creator retention and loyalty. For audiences, this means deeper interaction and more immersive engagement. As content, commerce and community increasingly intersect, media platforms are evolving into tech-enabled marketplaces, redefining the future of digital media.</p><h2><strong>For CXOs: Compete on Experience, Not Just Content</strong></h2><p>In a market defined by an abundance of content, platforms and choices, CXOs must lead with clarity of purpose: reduce friction, increase personalisation and create value through ecosystems, not just assets. The digital media playbook is no longer about owning content but about orchestrating ecosystems where content, technology, commerce and community intersect. CXOs, regardless of sector, must recognise that media behaviour is a mirror of broader consumer expectations. </p> <p>Here's what it means for you: </p><ul><li><p><strong>Think platform, not product</strong>: Customers want simplicity, value and flexibility. Whether you’re a telecom, a consumer brand or a media company, ask yourself, ‘Are we creating a sticky environment or just offering a one-off service?’</p></li><li><p><strong>Reimagine monetisation</strong>: The winners in this environment will be those, not with the most subscriptions, but the ones who know when to charge, bundle or give it away. Adopt pricing models that are dynamic, demand-sensitive and emotionally aligned with user segments.</p></li><li><p><strong>Build for fragmented attention</strong>: With attention spans splintered across apps, screens and moments, content relevance must be instant and intelligent. AI is your frontline in capturing micro-moments and reducing churn.</p></li><li><p><strong>Culture is the new distribution</strong>: Regional and community-first content is emerging as a new growth strategy. Winning platforms, whether in India or abroad, are embedding themselves in the emotional and cultural lives of their users.</p></li><li><p><strong>Empower the edge</strong>: Creators, influencers and even power users are the new growth engine. Invest in tools, data visibility and monetisation frameworks that allow them to flourish on your platform.</p></li></ul>
