Video streaming platforms are not chasing subscribers anymore.
For a good three years now, video streaming has witnessed a gold rush. Every production, broadcasting and content distribution company in town has either launched or is on its way to launch its own video streaming platform. With one goal—to replicate the subscription success of American streaming giant Netflix.
In these three years, content broke character in India, cutting out the middlemen—cable and satellite TV providers—and going straight to the consumer. But now, faced with the reality of an oversupplied market, streaming services are increasingly turning to a new set of middlemen: aggregators.