Indian OTT apps are folding libraries, brands, and ad inventory
Shemaroo Entertainment acquired OHO Gujarati's content library to expand its ShemarooMe service, while Amazon integrated its free Amazon MX Player with Prime Video to create a unified streaming platform. These moves highlight a trend of consolidation in the Indian OTT market driven by cost efficiencies, customer retention, and monetization strategies. Other platforms like JioHotstar are also exploring new revenue streams such as contextual commerce and AI-led personalization.
Key Takeaways
- Shemaroo Entertainment acquired OHO Gujarati’s entire content library in April for ShemarooMe.
- OHO Gujarati had been inactive for a couple of years, according to Shemaroo digital COO Saurabh Srivastava.
- Prime Video and Amazon MX Player announced an integration last week to create one streaming destination.
- Amazon had earlier acquired assets of Times Internet’s MX Player in 2024 and merged it with Amazon miniTV to form Amazon MX Player.
- Mihir Shah of Media Partners Asia said the combined platform gives advertisers a more unified and scalable proposition than buying inventory across two separate services.
Why It Matters
These moves show Indian streaming platforms are prioritizing scale over standalone app sprawl. For ShemarooMe, the OHO Gujarati library adds regional originals and youth-oriented content; for Amazon, folding MX Player into Prime Video reduces fragmentation across SVOD, AVOD, and TVOD in one app. The broader ecosystem signal is that platforms are trying to improve retention, lifetime value, and sales efficiency as content and customer-acquisition costs stay high. The next concrete marker to watch is whether JioHotstar’s contextual commerce tests, including the Swiggy in-app food ordering tie-up for cricket, gain traction beyond a single season.
Read full article at hindustantimes.com
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