By now, we are well aware of the impact COVID-19 has had on the world over the past five years, and it continues to have. Among the changes we adapted to was releasing movies on streaming platforms instead of theatres, as the world was locked down.

In a country where cricket, cinema, and chai rule supreme, it was only a matter of time before OTT (Over-The-Top) giants battled for supremacy. India, with its growing youth dynamism, affordable mobile data, and insatiable hunger for content, is becoming one of the fiercest OTT battlegrounds in the world.

Suddenly, an entertainer movie like Black Widow saw a streaming release that was contractually supposed to be theatrical. Dil Bechara, Govinda Mera Naam, Gunjan Saxena: The Kargil Girl, Laxmii, Mimi, Shakuntala Devi, and Shershaah were some of the movies released in 2020 on various OTT platforms, but their original cinematic destination was 70 mm theatres, where movies can be thoroughly enjoyed.

There are 57 OTT platforms in India, but three major players are at the heart of this high-stakes fight: Netflix, Amazon Prime Video, and the new JioCinema (formerly known as JioHotstar). This article details the methods, edge, and shifting affiliations in the streaming war reconfiguring Indian entertainment.

The Genesis of Competition

Netflix launched its subscription service in India in 2016 to much fanfare, and not long after, Amazon Prime followed with its entry and rival offering, featuring a much larger international catalogue of content and a more competitive subscription model. Disney+ Hotstar (formerly Hotstar) already had a strong base of loyal customers from its IPL content and daily soap fans, who were tough to wean off their daily binge-watching of long-running serial dramas. But everything changed in 2023 and 2024.

Then there was JioCinema, as it acquired international hits 'This Is Us', 'Succession' and 'The Bear', shows that were once firmly in Disney+ Hotstar's most valuable global library. This past hand of cards was a strong insurgency into the market by JioCinema as it introduced new consumer choices. And as the rights to these hit shows expired, Jio swooped in and acquired them all, leaving the viewing audience to the loss, and Disney+ Hotstar was left hollowed out with a slew of formerly successful IPs that had vanished over a short period. The chessboard unrolled. By 2024, what were whispers became headlines—Reliance's Jio officially purchased Disney+ Hotstar, and Jio and Disney+ Hotstar merged to form JioHotstar, acquiring massive local and international IP under one corporate roof.

Clash of Content: Quantity vs Quality

Netflix has always been touted as being the best steward of quality content. Shows like Stranger Things, Delhi Crime and Sacred Games helped establish that reputation. However, the last couple of years have seen Netflix walking an existential tightrope of strategy presentations and reshuffled content. By focusing more on analytics than storytelling, Netflix is now rolling out a roster that feels more curated by the subconscious-yet-familiar algorithms we have become so reliant upon. Even though Netflix has provided a handful of exquisite pieces of content recently—such as Khakee: The Bengal Chapter and Killer Soup—it has readily faded into the background noise that Amazon Prime made earlier this year.

In March of this year (2025), Amazon Prime Video trotted out its most significant ever content drop announcement for a single country, announcing 36 original shows and films in a single day. The content imbalance was vast enough that Amazon presented programming across genres, leaving an undeniable impression: one day, Amazon could offer mythological thrillers, on another, it could provide rural dramas, tech-based docuseries, or female-led crime sagas—basically, Amazon made it known and made it clear: they want India. Netflix was forced to respond with a barrage of new announcements. The most buzzworthy new announcement was the announcement of Aryan Khan's directorial debut, with a series titled 'The Bads of Bollywood,' and it was devoid of any honest commentary or substance.

In the meantime, JioHotstar has quietly built a treasure trove. With IPL, HBO originals, Disney content, and now a developing slate for local originals, JioHotstar captures the masses and the classes. They offer a diverse range of programming, from animated kids' shows and regional thrillers to reality formats similar to Shark Tank and Indian Idol.

Although Netflix is credited with initiating the genesis of digital content in India, it arguably has some of the worst content compared to its competitors. Be it 'Selection Day', 'What the Love! With Karan Johar', 'Indian Matchmaking', 'The Fame Game', 'Yeh Kaali Kaali Ankhein', 'The Royals', 'Pratik Gandhi' and Yami Gautam starrer ‘Dhoom Dhaam’, or Saif Ali Khan starrer 'Jewel Thief'—these are some of the low ranking content Netflix has produced locally. However, when it comes to documentaries, Netflix remains the top choice, offering titles such as 'The Social Dilemma' and 'My Octopus Teacher', as well as Oscar winners like 'American Factory' and 'The Elephant Whisperers', while others have a respectable library.

Localisation of Content

Hyper-local content creation is one of the most effective strategies platforms use to gain a competitive edge over their competitors. Local shows and movies — in languages such as Marathi, Telugu, Kannada, Bengali, Punjabi, and Malayalam — generate enormous viewership. Netflix’s Jamtara, Amazon Prime’s Family Man, ZEE5’s RaanBaazaar, and Hotstar’s Aarya highlight how platforms invest in stories with that local and geographic connection. This ability to localise stories allows platforms to relate to local sentiments and traditional norms, which no amount of “global content” can achieve. Platforms have partnered with local production houses and talent and have also collaborated with them to create authentic content.

Strategic Alliances, Pricing & Bundles

Platforms are forming alliances with phone manufacturers, service providers, and ISPs to overcome a large market like India. For example, JioCinema’s partnership with Reliance Jio provides immediate access to its 400+ million mobile subscribers. Amazon Prime's bundled delivery service with Prime Video makes it a comparatively cheaper, all-around service. JioHotstar’s collaborations with Airtel and Tata Play allow it to reach satellite and mobile customers directly.

In a price-sensitive market, competitors like Netflix, Amazon Prime, JioHotstar, ZEE5 and SonyLIV have cut prices and changed their packaging. Netflix has introduced a ₹149 mobile plan, Amazon Prime has bundled its video service with free delivery and Prime Music, JioHotstar leans toward live sports content, while ZEE5 and SonyLIV offer several options to appeal to different consumer groups. These changes have altered viewing patterns and compelled competitors to reassess their pricing models.

For platforms, these collaborations offer the benefit of leveraging existing distribution and payment infrastructure to expand quickly, something that pure-play suppliers with weak local partnerships simply cannot do.

Infrastructure and Integration: The Reliance Advantage

JioHotstar has one more card—deep integration with Jio's telecom and broadband services. With packages that bundle OTT subscriptions with JioFiber and data packs, JioHotstar is a vital service for the home, not just an entertainment option.

Despite being able to offer bundle deals and discounts through Prime, the backbone is Amazon's massive e-commerce ecosystem, not a telecom monopoly. Netflix has no engine to support it as a standalone proposition for consumers, leaving them relatively vulnerable.

The race for content is closely tied to backend capability. With ownership of the 5G rollout, Jio can ensure better streaming quality for lower data consumption. Amazon is also establishing India-focused production hubs. Meanwhile, Netflix will continue to work with talent, but lose projects due to either their decision-making process or budget approval delays.

The Downsides: Ads, Password Crackdown & Platform Fatigue

While the OTT space is expanding, not every approach has resonated with consumers. Amazon Prime walked a tightrope when it launched an ad-supported tier in June 2025, and most subscribers perceived the shift as a letdown. A cost-saving initiative quickly turned into a diminishing experience for subscribers. They raised concerns on social about having to deal with extensive ad interruptions, even on titles they previously watched ad-free.

Netflix sparked a backlash from its users when it launched password-sharing detection. Launched in India in the first few months of 2025, Netflix locked out potentially thousands of users who had borrowed from friends, family, and others who shared accounts in various cities and states. While Netflix argued that password-sharing was a revenue leak, by the time it launched, Netflix offered both affordable options, such as JioHotstar, and giant alternatives, like those provided by Amazon. Many chose to leave the service.

We are also seeing the start of platform fatigue. Complaints among viewers arise from having too many OTT alternatives offering duplicated content and higher monthly rates. Bundling options may help. While all the platforms are fighting to distinguish themselves, not every platform can win the war for attention.

Aamir Khan's Stand: Redefining Release Strategies

As the streaming wars continue to rage on, with OTT platforms fighting hard for new content and exclusivity, Bollywood superstar Aamir Khan has taken a bold, contrarian approach by keeping his upcoming film, Sitaare Zameen Par, exclusive to theatres. The film, slated for release on June 20, 2025, will be exclusive to theatres and will not be available on any digital platform for at least six months. As most producers and studios rush to secure lucrative OTT deals, Khan's decision sparks a broader conversation about the future of content distribution in the Indian entertainment industry.

Khan's decision is not simply a nostalgic, sentimental, or emotional one; it makes logical and strategic sense. He firmly believes that as soon as a film is available on a streaming platform weeks after a theatrical release, it will severely limit a movie's box office potential. His experience with Laapataa Ladies—a critically acclaimed film that Khan produced under his banner, which was released prematurely on OTT. Laapataa Ladies was a box office flop despite stellar word-of-mouth and good content. Khan felt the digital release happened too soon after the theatrical release, removing any incentive to see the film in theatres.

In calling for a six-month gap between theatrical and digital releases, Khan advocates for an alternative revenue model which is relatively less biased and more sustainable. According to Khan, a theatrical release is about the producers and exhibitors, and, most importantly, where the collective viewing experience lies, constituting a significant part of Indian film culture. Amitabh Bachchan, a huge figure in Indian cinema, backed Khan's thinking by suggesting that Khan trust his instincts and not chase short-term digital gains.

Khan's position is thus implicitly adopting the thinking that dominates the industry view, primarily influenced by the quick monetisation of their films and the OTT bidding wars for content with digital-first business models. Khan suggests a hybrid model whereby cinemas and streaming operations have productive and sustainable business models without reducing or starving each other's revenues. Khan's strategy compels the industry to consider the strategic implications of depriving theatrical window value.

With Netflix, Amazon Prime, JioCinema, and others rapidly expanding the streaming business in India, Khan's theatrical-first approach offers a clear and deliberate shift in thinking. It puts the primacy of the cinema hall back at the centre of revenue production, while streaming can remain relevant but optional, and only relevant and valuable once a film is no longer maximally competitive in cinemas.

The Takeaway

India's OTT landscape is at a critical stage, with streaming platforms all vying to be the most sought-after service by viewers and rapidly gaining market share. As formidable players in a global film ecosystem continue to enter the market, and as the pace of consumer behavioural change and industry evolution picks up, what will characterise the future of digital entertainment in India remains to be seen. While every industry player is ensuring they adapt and respond satisfactorily to this volatile environment, the players will likely be those that can mix innovation, localisation, and foresight to develop content that engages India's multitude of identities and interests.

Therefore, filmmakers must evolve quickly to remain relevant in India's changing digital entertainment landscape. It won't be enough to have an extensive library of films; it will be about making sense of India's linguistic, regional, and cultural differences.

Netflix, once the global benchmark for OTT, is at risk of becoming India’s niche luxury streamer. Its recent attempts to deepen local connections are earnest, but whether they can match the scale and swiftness of Amazon and Jio is still up for debate.

Amazon Prime's significant investments have paid off well, but it will be hard work to continue producing 36 shows and maintaining the same quality. The big ecosystem advantage of being more than a video service is a benefit Amazon enjoys; however, it will be content that is their core advantage in the long term.

JioHotstar has the advantage at the moment with its telecom, media, and tech trifecta. With endless pockets for exploring new dimensions in entertainment, extensive distribution potential, and a diverse collection of content, JioHotstar has transformed itself into an innovative, one-of-a-kind player. The initial acquisition and merging of Disney+ Hotstar with JioHotstar encompassed IPL and Marvel, but now includes more regional, reality, and international drama.

In this battle, the Indian viewer is the ultimate victor, as they get to enjoy better content, increased choices, competitive prices, and newfound accessibility. The future of their entertainment choices now rests squarely in their hands. At this point, we stand at a battle's threshold, not its conclusion - this battle has just begun. And as far as India is concerned, content may be the king, but strategy is the kingmaker.

Aamir Khan's plea to maintain the integrity of the theatrical window resonates with a broader question: Can streaming success and box office success coexist without cannibalising one another? The future of Indian entertainment may lie in hybrid models that strike a balance between the spectacle of the big screen and the convenience of the small screen, harnessing nostalgia and the efficiency of the new world.