Fighting the OTT war on content

• December 15, 2025
• Ultra Team

Rajat Agrawal, COO of Ultra Media & Entertainment Group features in an industry story in Financial Express (Brand Wagon) on OTT War : How Netflix acquisition could reshape India’s duopoly

He frames the impact differently. He believes the consolidation highlights a widening gap between platforms reliant on global IP and those staking their future on Indian storytelling. Without access to Warner Bros titles, Agrawal says the platform “will need to rethink its content mix”, shifting toward local originals, regional depth and differentiated pricing models. Competing on library size, he argues, is increasingly futile. Indian platforms must now compete on identity, not scale.