The streaming industry in India witnessed a notable decline in the number of new original titles released in 2024, a report by Ormax Media revealed. After peaking at 383 originals in 2023, the category saw an 18% dip, with only 315 launches — marking the lowest tally since the pandemic years began in 2021.
A significant reduction in releases from key platforms largely drove the slowdown. Prime Video, Ullu, Hoichoi, and ALTT saw the steepest declines, each dropping more than 10 originals compared to 2023. Platforms like ZEE5, Disney+ Hotstar, Aha, Addatimes, and Discovery+ also saw smaller but substantial reductions, cutting 5–9 releases year-on-year.
Conversely, some platforms bucked the trend. Amazon MX Player and Sony LIV increased their output, while Netflix and JioCinema maintained their 2023 numbers, holding steady despite the industry-wide slowdown.
Fiction series continue to lead, Direct-to-OTT films fade
The content mix in 2024 remained dominated by fiction series, which accounted for nearly 70% of all originals. Of the 315 titles released, 214 were fiction series, though this marked a sharp 21% drop from 272 in 2023. Direct-to-OTT films, once prominent during the pandemic when theatrical releases were on hold, have seen a steady decline since 2022. Reality shows and documentaries made up the remaining share but remained secondary formats in the overall landscape.
Language trends: Hindi leads, Bengali rises
Hindi retained its dominance, representing 65% of all streaming originals in 2024. Bengali emerged as the second-largest language for content, thanks to the strong performance of three regional players: Hoichoi, Kilkk, and Addatimes.
Telugu and Tamil originals also performed well, with each language recording over 20 releases. Aha and Disney+ Hotstar were key contributors, accounting for the majority of Telugu and Tamil content.
The approach to Hindi-language content revealed stark differences among platforms. Fiction series were the focus for Amazon MX Player, Sony LIV, Disney+ Hotstar, Ullu, and Hungama Play. Meanwhile, ZEE5 prioritised direct-to-OTT films, leading the category in this format.
JioCinema, Netflix, and Prime Video adopted a more diversified approach, balancing their Hindi offerings across fiction series, films, reality shows, and documentaries.