Charu Malhotra, Co-founder and Managing Director, Primus Partners, shared her views on how OTT platforms are not becoming less relevant but are instead competing with a growing range of quicker, lighter, and more social content formats. She pointed to increasing viewer fatigue with dark, heavy Hindi shows and noted a rising preference for warmth, humour, and shorter formats, while adding that content supply has not yet kept pace. She also observed that OTT is now splitting audience attention with several new formats that did not exist at this scale even a year ago