OTT Boom: India's Soft Power Amplified Through Streaming

India's OTT sector significantly enhances its soft power by sharing its rich cultural and creative content globally. Platforms like WAVES OTT expand reach by offering free content and supporting emerging filmmakers, while video subscription revenues continue to grow, marking a pivotal shift in media consumption.

The burgeoning Over-the-Top (OTT) sector is playing a vital role in enhancing India's soft power, showcasing the country's stories, creative talent, and cultural heritage to global audiences. As indicated in the FICCI-EY Media & Entertainment Industry Report 2025, video subscription revenues surged by 11% in 2024, reaching Rs 9,200 crore, with an estimated 9.5 to 11.8 crore individuals subscribing to streaming services, according to the Ministry of Information & Broadcasting.

WAVES OTT, a platform by the Public Broadcaster, is amplifying this global outreach. By making Doordarshan and All India Radio's archives and multilingual content accessible worldwide, it supports emerging filmmakers through a technology-driven distribution system, thus broadening the scope for diverse creative works, as per an official press statement.

Notably, WAVES OTT operates primarily as a free public service platform, relying on advertising revenue and eschewing a subscription model. Its mission to democratize public broadcasting content is gaining traction, with substantial international user growth and potential revenue streams through global market partnerships. The platform has garnered over 80 lakh downloads in its inaugural year, signaling robust demand for multilingual Indian content. Recent legislative updates under the Cinematograph Act, 1952, empower the Indian government to take decisive actions against platforms hosting pirated content.

(With inputs from agencies.)