End of Exclusivity? Bold New Trend In OTT

Video streaming platforms are changing how they handle original content. They’re not just keeping it to themselves anymore. Instead, they’re sharing it with other platforms.

For example, shows from Atrangii, owned by Vibhu Agarwal, are on MX Player and Star Bharat. Hoichoi’s shows are dubbed in Hindi for JioCinema. ZEE5 and ALTBalaji have also joined hands before.

This move aims to improve distribution, reach, and making money, especially now that subscriptions are not growing much and ads aren’t big yet.

Creating new content takes time and money. So, platforms are finding that dubbing into Hindi is popular.

Sharing originals helps content creators reach more viewers. Media experts say it helps measure success and plan for the future.

For smaller platforms, syndication is a good way to make money. It helps them reach more people and earn more.

But, big players still want exclusive content. It’s hard for smaller players to get noticed. For long-term success, exclusivity is important. It’s about how a business sees itself, as a streaming platform first or a content creator.

Sharing content is practical for money, marketing, and distribution.