Video streaming platforms are implementing layered monetization strategies to boost revenue without raising subscription prices directly. According to reports from Mint, platforms are introducing add-on fees and tiered pricing structures to maximize revenue from existing content. Late last month, JioHotstar and Warner Bros. Discovery expanded their partnership with the launch of HBO Max in India as a separate add-on pack starting at ₹49 per month, moving away from the previous bundled approach where HBO library was included within the main subscription.
Amazon Prime Video announced that movies and shows on the streaming service would carry ads, with an ad-free add-on option available at ₹699 per year or ₹129 per month. As reported by Mint, this effectively requires users to pay more to continue watching the same content ad-free. The company's vice-president explained that customers can choose how they want to consume content, with the same programming across both subscription tiers. Industry experts describe this as a strategic segmentation play that protects affordability at entry levels while improving overall ARPU (average revenue per user).
According to Mint reports, OTT platforms are experimenting with multiple monetization strategies beyond subscriptions. Transactional video-on-demand (TVoD) allows viewers to access films 15 to 30 days earlier than other audiences, while platforms are also offering genre-specific add-ons and bundled content packages similar to DTH operators. Chaupal has implemented advertising on app interface to avoid content interruptions and introduced rental-based movie purchases for users interested in specific titles rather than full subscriptions.
As reported by Mint, casual users who do not consume premium content may not see value in paying extra, while premium users who value high-quality content and are willing to upgrade are more likely to absorb price increases. The strategy targets fans of specific sports or events such as the IPL and users deeply invested in particular ecosystems. Chaupal co-founder Ujjwal Mahajan noted that customers have accepted price hikes with no measurable decline in sales volumes after such increases, indicating market acceptance of the new monetization approaches.
According to Mint reports, the shift reflects India's OTT landscape transitioning from pure scale game to sustainable unit economics. Industry experts expect more platforms to adopt hybrid pricing, episodic paywalls, and genre-specific add-ons to create a more resilient revenue model. The approach allows platforms to protect affordability at entry levels while improving overall ARPU, with significant innovation across OTT pricing and packaging expected as the streaming market matures and platforms maximize direct consumer revenue.
