OTT Platforms Boost India’s Soft Power as WAVES OTT Expands Global Footprint

India’s Over-the-Top (OTT) sector has emerged as a powerful contributor to the country’s soft power, taking Indian stories, creative talent, and cultural heritage to global audiences. By enabling easy access to diverse narratives, regional voices, and independent filmmaking, OTT platforms are increasingly positioning India as a significant cultural influencer on the world stage.

According to industry estimates cited in the FICCI–EY Media & Entertainment Industry Report 2025, video subscription revenues grew by 11 per cent in 2024 to reach ₹9,200 crore. The number of users paying for streaming content is estimated to be between 9.5 crore and 11.8 crore, underlining the sustained growth and maturity of India’s digital content ecosystem.

Strengthening this outreach, the public broadcaster’s platform WAVES OTT has played a key role in democratising access to public service media. The platform brings together Doordarshan and All India Radio’s rich archives, regional arts, documentaries, classical music, literature-based programming, and multilingual content, making them accessible to audiences across India and internationally.

WAVES OTT has also introduced a structured framework to support emerging filmmakers and creators. By offering a technology-driven distribution platform, it enables new and independent voices to reach diverse global audiences, thereby nurturing creative talent beyond mainstream commercial cinema.

Unlike most private OTT platforms, WAVES OTT operates primarily as a subscription-free public service platform. Advertising remains its main source of revenue, aligning with its core objective of ensuring inclusive and affordable access to public broadcasting content for viewers worldwide.

Currently in a phase of growth and expansion, the platform has witnessed a steady rise in international users. Revenue streams from overseas markets are being progressively developed through strategic partnerships, reflecting growing global interest in Indian public service and cultural content.

User adoption has shown a strong upward trend, with over 80 lakh downloads in its first year of launch. This surge highlights the increasing demand for multilingual Indian content and trusted public broadcasting on digital platforms.

In parallel, the regulatory framework around digital content has been strengthened to protect the creative ecosystem. The newly inserted Section 7(1B)(ii) of the Cinematograph Act, 1952, as amended in 2023, empowers the Central Government—under Section 79(3) of the Information Technology Act, 2000—to take remedial action against intermediaries hosting pirated film content. This move is expected to safeguard intellectual property rights and support legitimate content distribution across OTT platforms.

Together, the rapid expansion of OTT services, the public service mandate of WAVES OTT, and stronger regulatory measures are reinforcing India’s cultural presence globally, while creating new opportunities for storytellers and audiences alike.