Kaushik Das, Founder and CEO of AAO NXT
Kaushik Das’s Year-End Reflection on the OTT Sector (2024)
As 2024 comes to a close, it’s incredible to reflect on the significant milestones achieved in the OTT sector, especially for regional platforms like AAO NXT. This year demonstrated that storytelling rooted in culture and authenticity is resonating deeply with audiences. Regional content is no longer a niche but a mainstream phenomenon, with consumption expected to surpass Hindi-language content by 2025. Platforms like ours, showcasing Odia stories, have been at the forefront of this evolution, driven by growing demand in Tier-2 and Tier-3 cities and fueled by increased access to affordable technology and high-speed internet.
However, 2024 also presented challenges. Subscription growth slowed in saturated metro markets, requiring platforms to innovate to maintain engagement. The rise of ad-supported models and increasing consolidation among industry giants, such as Sony-ZEE and Jio-Disney, has intensified competition. Despite these challenges, AAO NXT has strengthened its position by remaining focused on celebrating Odisha’s heritage and investing in user-centric innovations to enhance the viewing experience.
The industry also saw shifts toward shorter content formats, technology-driven personalization, and greater inclusivity, with features like multi-language support bringing diverse audiences closer. At AAO NXT, we embraced these trends while staying committed to telling stories that reflect our culture.
As we end this year, I feel immense pride in what we’ve achieved and gratitude to our viewers for their continued support. 2024 has been a testament to the power of local stories, and it lays the foundation for an even brighter future.
Kaushik Das’s Vision for the OTT Sector (2025)
As we step into 2025, the OTT industry stands on the brink of a transformative era, with regional platforms like AAO NXT poised to play a pivotal role. The demand for authentic, culturally rich stories continues to grow, both in India and globally. This presents an exciting opportunity to take Odia storytelling to the world, showcasing the richness of Odisha’s heritage to an international audience.
In 2025, advancements in technology will redefine content consumption. AI, augmented reality (AR), and virtual reality (VR) will create more immersive and personalized viewing experiences. The lines between storytelling and technology will blur further, allowing platforms to connect with audiences in unprecedented ways. Additionally, regional creators will have greater visibility as grassroots storytelling gains momentum. At AAO NXT, fostering local talent and enabling them to tell their stories will remain a cornerstone of our mission.
The year will also bring challenges, particularly as platforms tackle subscription fatigue and navigate increasing regulatory oversight. Ad-supported models, innovative bundling strategies, and freemium offerings will become key to audience engagement and retention. Sustainability will also take center stage, with a focus on energy-efficient streaming practices to reduce environmental impact.
At AAO NXT, our vision is clear: to celebrate Odisha’s culture, elevate regional storytelling, and continue innovating with technology to inspire audiences and creators alike. As we look ahead, 2025 promises to be a year of growth, collaboration, and new possibilities for the OTT sector