Data firm Antenna also says a majority of new subscribers are opting for ad tiers

Brussels begins review of $110 billion Hollywood deal amid competition concerns

The complaint alleges that electronic evidence collected during the investigation demonstrated that copyrighted JioStar content was being retransmitted through IPTV channels without authorisation

The verdict is expected to accelerate efforts by broadcasters to charge higher rates from advertisers rather than increase inventory

This comes at a time when viewers are already accustomed to binge-watching long-form storytelling on OTT platforms, increasingly associating longer runtimes with scale and value for money

Under its new WAVES OTT framework, Prasar Bharati is pushing creators to take charge of marketing, influencer outreach and audience acquisition — reflecting a broader shift in streaming economics where distribution matters as much as content.

As global agency networks restructure around AI, automation and performance marketing, India is emerging as both a growth market and the operational backbone of the advertising industry’s next phase.

As brands shift marketing budgets to tier-2 and tier-3 India, Bihar’s entertainment creators are commanding premium rates per reel, driven by engagement, influence and community trust rather than follower counts alone.

Cinemark said it had its biggest-ever domestic box office last month, and AMC Theatres recorded its highest-attended month of May since 2019.