Struggle in streaming throws up some surprise fighters

livemint.com:

Zee Entertainment Enterprises, both are reviewing OTT (over the top or streaming) budgets. Amazon Prime Video takes long to approve projects, and has cancelled some of the 40 titles it had announced in April 2022, while Netflix is bullish on acquiring only big-budget theatrical films. Disney, on the other hand, has slowed ahead of a possible merger with Reliance Industries Ltd.

“This situation is an advantage for non-mainstream OTT platforms with the void (in terms of new content) having been created with impending consolidation in the industry. The turnaround time is less for regional language content, and we don’t chase stars with date hassles, so we can churn out content much faster," Akshay Bardapurkar, founder, Planet Marathi OTT, said. Bardapurkar added that not many platforms are acquiring content in languages like Marathi, giving companies such as his an edge.

“It’s a good time to get noticed," he pointed out. Rajat Agrawal, director and content syndication head, Ultra Media and Entertainment Group, which operates Ultra Jhakaas, an OTT platform, said that with larger OTT players moderating their pace in approving new titles, this creates an opportunity for niche platforms to step in and cater to specific audiences with tailor-made content, potentially enhancing visibility and fostering greater viewer loyalty among those seeking specialized content. Ultra Media and Entertainment has launched Café Comedy, the first stand-up comedy special on a Marathi streaming platform.