For content studios, there’s no such thing as over-the-top loyalty

livemint.com:

NEW DELHI : Gadar 2, the Sunny Deol-starring action movie that released in theatres in August, went on to become the eighth highest-grossing Hindi film of all time, fetching its producer and distributor Zee Studios a neat pocket. If you want to watch the movie now, it’s available on Zee5, Zee Entertainment Enterprises’ video-streaming, or over-the-top, platform. But only the original Hindi version.

For the Telugu and Tamil versions, you would have to rent it on Amazon Prime Video. It’s a trend that’s catching on in India. Media and entertainment companies such as Zee Entertainment, Sony Pictures Entertainment, and Warner Bros Discovery, all of which have streaming platforms in India, are licensing their movies and shows to external OTT platforms to unlock greater value.

While several of Zee Studios’ movies are available across Netflix and Prime Video, Sony recently signed a deal for its international titles to stream on Prime Video via an add-on subscription. Warner has a deal with JioCinema for HBO content. Industry experts say entertainment companies are seeking to maximise revenue for their productions as their streaming platforms may not be able to adequately tap the potential of all their films and shows made in a particular period.

“Despite owning their own OTT platforms, companies capitalise on other platforms’ extensive user base and bring differentiated content to the consumer," said Arjun Nohwar, general manager, South Asia, Warner Bros. Discovery. “This symbiotic relationship enhances OTT platforms’ content libraries, attracting a larger subscriber base, while parent companies generate additional revenue sans the costs and risks of independent platform operation in India’s competitive landscape." It is