OTT platforms had a wild year in 2018. Not only did they release entertaining material, but they also showed promise for producing high-caliber content that might compete with the theater industry.
The most recent Ormax Media Report states that while the Indian OTT viewer base increased by 20% between 2021 and 2022, it has only increased by 13.5% in the past year (2023).
Web series which worked well
With 37.1 million views, Farzi—which stars Shahid Kapoor and Vijay Sethupathi as a struggling artist who partners with his best friend Firoz (Bhuvan Arora) to create fake money—became the most popular Indian online series. The show Guns and Gulaabs by Raj & DK also occupied the second place.
All of the shows that have done well in the OTT space have investigation at their core, whether it’s Hansal Mehta’s Scoop, which was based on the true story of investigative journalist Jigna Vohra; Kohrra, which follows the police investigation of a murder case; Dahaad, which features Sonakshi Sinha investigating a series of deaths in which women are found in public bathrooms; or the second season of the hugely popular show Asur.
Other shows that attracted viewers’ attention were Saas Bahu aur Flamingo (16.2 million views), which debuted Dimple Kapadia in a never-before-seen role as a drug lord; Bhuvan Bam’s Taaza Khabar (23.5 million views); The Night Manager (28.6 million views), which was released in two parts; Jubliee (5.5 million views), which provided a glimpse into the world’s golden age of Indian cinema; and Four More Shots Season 3 (18.8 million views). Additionally receiving favorable reviews from reviewers and viewers were Sirf Ek Banda, Trial by Fire, Lust Stories 2, Scam 2003: The Telgi Story, Panchayat season 2, and The Freelancer.
“Some of the projects that did well for us were Sirf Ek Bandaa Kaafi Hain, Taj, Duranga Season 2, and regional content such as Puli Meka in Telugu, Abar Proloy, Shwetakali in Bangla, which led to significant engagement on the platform,” averred Manish Kalra, Chief Business Officer ZEE5, further adding, “With viewer choices evolving significantly, a notable trend was the success of socially relevant content that leaves a mark. We successfully met this consumer appetite. These titles garnered appreciation from critics and viewers alike and were reflective of the audience’s evolving choices.”
“Also, working with first-time directors such as Yashowardhan Mishra (Kathal), Shiv Rawail (The Railway Men), and Arjun Varain Singh (Kho Gaye Hum Kahan), as well as seasoned creators like Sujoy Ghosh (Jaane Jaan), Vishal Bhardwaj (Khufiya), and Konkona Sen Sharma (Lust Stories 2), helped us take their stories to over 190 countries,” added.
Content which failed to capture eyeballs
With a fantastic ensemble lead by Tamannah Bhatia, Aakhri Sach—a film based on the notorious Burari case—generated a lot of buzz. However, the show did not impress the viewers.
The Trial lacked depth, and not even Kajol’s incredible performance could salvage it. The programme was a Hindi adaptation of The Good Wife. Citadel, another much-discussed series, wasn’t actually an Indian program, but with Priyanka Chopra in the starring role, it delighted viewers who were eventually disappointed. Both Shantanu Maheshwari’s Tooth Pari: When Love Bites and Adah Sharma’s Commando received harsh criticism.
Reality shows worked well this year too
Viewers like watching reality OTT series like Squid Game: The Challenge, MasterChef India Season 7, Kaun Banega Crorepati Season 15, and Shark Tank India Season 2. In the two months when Bigg Boss OTT 2 was streamed on the site, 245 crore video views and 540 crore votes were recorded, according to a press release from Jio Cinema. After the IPL, it also claimed to have the largest audience of any live-streamed event in India. The eighth season of Karan Johar’s Koffee with Karan skillfully held viewers’ attention while the stars discussed work, love, and life. Of course, the beloved 1980s game show Takeshi’s Castle made a 34-year return.
Theatrical releases
With a few exceptions, such as Monica O My Darling, Kadak Singh, and Darlings, the year in negotiations didn’t go well for the original films. However, the theatrical releases of secondary content on OTT, including Jawan, Pathaan, OMG 2, Gadar 2, and Satya Prem ki Katha, worked wonders. Originals didn’t work well, from Tiku Weds Sheru to Mission Majnu, Gaslight, Pippa, and The Blind.
