New OTT platforms spring up in cluttered market to target niche themes

Undeterred by an already-crowded OTT market dominated by big pan-India players like Netflix and Amazon Prime Video, new video-streaming platforms are being launched to serve content in specific regional languages, or produce shows on niche themes.

Last month, Vibhu Agarwal, founder and CEO of Ullu, a video-streaming platform primarily known for adult content, launched a mythological OTT service called Hari Om, while Navrattan Group, a Mumbai-based company with businesses across engineering, technology and construction, has plans to bring out a new service targeting family audiences, particularly with movies.