Charu Malhotra, Co-founder & Managing Director, Primus Partners, highlights that acquiring international content for OTT platforms involves varying licensing fees based on factors like exclusivity, region, and demand. While these costs are often lower than producing original content, the return on investment depends on viewership. International titles appeal to urban and younger viewers but the trend favors regional and local content. Despite the value added by international content, local Indian originals continue to drive the majority of viewership in the Indian OTT market.