Filmmaker Kiran Rao believes the Indian OTT industry has reached a saturation point, with content now resembling mainstream films rather than pushing creative boundaries.
February 16, 2025: Kiran Rao on the Changing Landscape of Indian OTT
At the 7th Indian Screenwriters Conference (ISC) in Mumbai, filmmaker Kiran Rao shared her concerns about the state of Indian OTT content. Rao acknowledged that OTT once provided immense creative freedom, but she now believes the industry has experienced a “bubble burst,” with content increasingly mirroring theatrical films rather than offering fresh narratives.
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“OTT was this golden egg where everyone could do everything they dreamt of. But now, more and more, what’s working on OTT is no different from what we see in films. The promise of world-building and unique storytelling hasn’t been fully realized,” Rao stated.
Creative Freedom vs. Market Demands
Rao pointed out that when streaming platforms first emerged in India, there was a creative surge, but over time, economics and marketability began to dominate decision-making. She emphasized that while great writing still exists on OTT, the focus on commercial success is limiting its potential.
“There was a golden age, but I’m not sure where it goes from here. There’s still potential, but how many people are commissioning new stories? And do the economics allow these stories to be told?” she questioned.
Future Projects in Streaming?
During her conversation with writer Mitesh Shah, Rao also hinted at her future plans in OTT but admitted uncertainty about the direction.
“Nothing has been greenlit yet. I have a couple of series ideas, including a mini-series, but I don’t know where to take them. Sometimes, I feel like turning my OTT ideas into films instead!” she shared.
Kiran Rao’s Career Journey
Kiran Rao began her journey in Bollywood as an assistant director for films like Lagaan and Swades. She made her directorial debut with Dhobi Ghat in 2011 and later turned producer for acclaimed films like Dangal and Talaash. After a long break, she returned to direction in 2024 with Laapataa Ladies.
As OTT continues to evolve, Rao’s observations raise important questions about the future of Indian streaming content and whether it will rediscover its original creative edge or continue its shift towards mainstream commercialism.
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Kiran Rao, Indian OTT, Streaming Content, Bollywood, Indian Filmmakers, OTT Trends, Web Series, Digital Entertainment, Indian Film Industry, Dhobi Ghat, Laapataa Ladies