India’s streaming landscape is shifting back to ad-supported, long-format web series as subscriber growth slows and premium content margins shrink. Experts predict such shows will dominate OTT platforms, mirroring traditional TV consumption patterns. This pivot is driven by binge-watching fatigue, cost-effectiveness, and challenges in securing top talent for premium originals, signaling a strategic realignment for streamers.
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Not enough bang for the binge, Indian streamers flip the script
