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Economy / The Economic Times

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Rapid CTV rise could bring 'balance' to streaming world

India's streaming platforms, historically male-dominated with crime and action content, may see a shift towards gender-balanced storytelling. The rapid growth of Connected TV viewing, now a significant screen for OTT, is challenging the long-held belief that men are the primary paying audience. This expansion is prompting a re-evaluation of content strategies to cater to a broader demographic.

28 Nov 2025 12:20 am