The OTT industry is witnessing a creativity crisis, with only 4% of shows managing to achieve commercial success, according to industry experts. The primary reasons behind this struggle are repetitive storytelling, lack of innovation, and skewed budget allocations that favor big-banner projects over fresh, experimental content.
What’s Causing the Crisis?
Lack of Originality – Many shows follow formulaic narratives, making it hard to stand out.
Budget Misallocation – A large chunk of investments goes into star-driven projects, leaving limited funds for bold, new ideas.
Audience Fatigue – Viewers are increasingly demanding unique and engaging content, but platforms continue to recycle old formulas.
Experts Call for Innovation
OTT strategists suggest the way forward is:
Investing in fresh storytelling rather than safe, repetitive scripts
Empowering emerging talent—writers, directors, and independent creators
Diversifying content genres beyond thrillers and family dramas
Using data-driven insights to understand evolving audience preferences
What’s Next?
With competition growing and audiences becoming more selective, OTT platforms must rethink their content strategies. The platforms that embrace risk-taking and creative experimentation will be the ones that thrive in this highly competitive space.-AirMedia Broadcast
