Why OTT Platforms Are Sharing Content With Competitors

Streaming platforms are increasingly making popular shows available across multiple services instead of keeping them exclusive. MTV franchises such as Roadies and Hustle, along with creator-led shows like India’s Got Latent and Sunday Brunch, are reaching audiences on platforms beyond their original homes.

This growing trend raises questions about the value of exclusive content and how streaming services can attract and retain subscribers in an increasingly competitive market.

Why Are OTT Platforms Acquiring Existing Shows?

Established shows offer streaming platforms access to audiences who already recognise and enjoy the content. Acquiring an existing franchise can also reduce marketing costs compared with launching a completely new show.

Ashish Golwalkar, a consultant in content strategy and media, explained that familiar formats require less effort to establish because viewers already know what to expect.

Mihir Shah, vice president at Media Partners Asia, noted that non-fiction programming has become increasingly important to streaming strategies. Platforms such as Netflix are acquiring proven content and established audiences rather than relying entirely on developing new intellectual property.

Shows such as The Great Indian Kapil Show, Lock Upp and Desi Bling illustrate how established entertainment properties can strengthen a streaming catalogue. The simultaneous availability of India’s Got Latent on YouTube and Netflix also allows platforms to reach existing fans while attracting new viewers.

Who Benefits From Content Sharing?

Content syndication can create opportunities for rights holders, streaming platforms and creators.

Anup Chandrasekharan, COO–regional at The EPIC Company, said original rights holders can earn additional licensing revenue, while acquiring platforms gain established content to strengthen their catalogues. Creators and publishers can also monetise their work through additional distribution channels.

Divya Dixit, CEO of Recz and former SVP of marketing at ALTBalaji, noted that the rights holder often receives the most immediate benefit. However, the acquiring platform must determine whether the content attracts new viewers at a lower cost than producing original programming.

Simply distributing a show across more platforms does not guarantee business growth. It may attract new audiences, but it could also encourage existing subscribers to switch between services or watch the content through free alternatives.

The financial arrangements vary according to each partnership. A JioStar spokesperson said agreements are structured around the specific outcomes sought by the parties involved.

Golwalkar described the model as traditional content syndication, in which different platforms acquire different distribution rights. Netflix, for example, can use an established franchise to attract subscribers and encourage them to explore other titles in its catalogue.

How Pricing Influences Viewing Choices

Subscription prices and viewing experiences play an important role in determining where audiences watch their favourite shows.

JioStar's affordable, advertising-supported options appeal to price-conscious viewers, while Netflix is positioned as a premium service offering a largely ad-free experience. Some consumers subscribe to both platforms, while others choose based on pricing, content availability and viewing preferences.

Chandrasekharan explained that JioStar's lower entry price may appeal to viewers subscribing specifically for a particular show. Meanwhile, Netflix may attract those who prioritise uninterrupted viewing.

Dixit added that consumers often check whether a show is already available through an existing subscription before paying for another service.

Although popular content can attract new subscribers, retaining them depends on the overall catalogue and viewing experience rather than a single title.

Does Content Sharing Reduce Exclusivity?

Despite the benefits of wider distribution, exclusivity remains an important way for streaming platforms to differentiate themselves.

Alisha Coelho, senior vice president – platform management and business head – AVOD at Zee5, said content-sharing partnerships are not new to the company. Its collaborations with TVF on shows such as Aam Aadmi Family demonstrate how content creators and distribution platforms can combine their strengths.

However, Coelho stressed that Zee5 will continue developing its own intellectual property while selectively licensing content to other platforms.

If every show were available everywhere, audiences might have fewer reasons to choose one service over another. Wider distribution can also reduce the exclusivity that makes a particular title valuable to its original platform.

JioStar, meanwhile, believes broader distribution can strengthen a franchise's overall value, provided ownership remains with the original rights holder.

Ultimately, the impact depends on the licensing terms, the type of rights granted and the commercial benefits each platform receives.

Are Advertisers Reaching New Audiences?

Content-sharing can also create additional opportunities for advertisers by making popular shows available across multiple platforms.

YouTube said its advertising and subscription models help creators monetise their content, expand audience engagement and reach viewers through different formats.

A JioStar spokesperson added that each additional distribution platform creates new opportunities for brands to connect with consumers.

However, appearing on multiple services does not automatically translate into greater audience reach. Advertisers must distinguish between total impressions and the number of unique people exposed to a campaign.

Chandrasekharan emphasised that incremental reach, engagement and campaign effectiveness matter more than simply increasing views. Dixit similarly warned that brands could waste money if the same audiences repeatedly see their advertisements across different platforms.

Content partnerships can support brand integrations, advertising and social media campaigns, but transparent audience measurement is essential to understanding their actual value.

As streaming platforms increasingly share established shows, the challenge is to balance wider distribution with exclusivity, subscriber retention and advertising effectiveness. The success of this approach will depend on whether partnerships generate genuinely new audiences and sustainable commercial returns