Authors: Jitendra Dash, Dr. Satyabrata Das
Abstract: This study provides an in-depth case study-based analysis of marketing strategies implemented by OTT platforms for promoting regional Odia content in India, focusing on AAO NXT, Odisha’s premier independent OTT platform, alongside insights from national players integrating Odia content. With the OTT industry projected to grow significantly in India owing to rising internet penetration and demand for regional content, this paper explores how localised marketing, digital media, influencer collaborations, and content specialisation have driven consumption in Odisha. Combining both qualitative observations and quantitative survey data, the study examines audience perceptions and platform responses amid an evolving competitive environment dominated by larger national and global players. Findings reveal that digital-first marketing, strong community engagement, targeted campaigns on social media, and culturally authentic content from key pillars of success for regional OTT platforms. The study highlights challenges such as infrastructure limitations and the “free content” mindset, while also highlighting growth projections. The article concludes with strategic recommendations for regional OTT platforms aiming to expand their subscriber base and sustain growth by leveraging data-driven personalisation and community connections. This research contributes to understanding the regional OTT ecosystems' dynamics and offers practical insights to marketers and content creators in Odisha and similar emerging markets.
