Connected TVs drive OTT platforms to prioritize family-friendly content in India

Connected TV usage is growing in India, with 36% of urban subscription video-on-demand audiences using these devices. This shift is encouraging family co-viewing, leading streaming platforms to focus on inclusive content suitable for all ages. As families increasingly watch together, OTT platforms are adapting their content and marketing strategies. They are prioritizing family-friendly shows and regional programming to meet diverse audience preferences, moving away from personalized mobile content. The rise of connected TVs is also driving demand for high-quality original content and live sports. Platforms are investing in regional language productions and exploring interactive formats to enhance viewer engagement and cater to a wider audience.