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India s cautious OTT platforms in 2023 are securing big star films, experimenting with episodic shows, and diversifying offerings with free content. They are also taking steps to curb password sharing and raising fees for improved monetization.
Paramount Global has decided not to launch Paramount+ as a separate streaming service in India, instead choosing to distribute its content through JioCinema. This move allows Paramount to test the market and build from there, as operating an OTT business in India can be capital-intensive and highly competitive. Paramount+ had previously announced plans to launch in India in 2023 in partnership with Viacom18.