Mumbai: As audience behaviour in India’s fast-evolving OTT ecosystem continues to mature, ChanaJor OTT is evaluating a calibrated entry into English-language programming as part of its long-term content roadmap.
Pratap Jain, Founder and CEO of ChanaJor OTT, indicated that the platform is studying the segment carefully, with a focus on alignment rather than expansion for scale.
“At ChanaJor OTT, our focus has always been on building depth before breadth. As the OTT market matures, we are exploring whether English content can be added in a very selective way, without diluting what we stand for,” he said.
Jain emphasised that any move into English programming would be phased and audience-led, rather than driven by aggressive library expansion.
“This is not about suddenly adding hundreds of titles. It is about understanding where English viewing fits into our ecosystem, what kind of stories make sense for our users, and how we can curate a small but meaningful slate over time. If and when we enter the English space, it will be thoughtful, premium, and aligned with long-term consumption habits rather than short-term numbers,” Jain added.
According to Jain, the English-language OTT audience in India remains relatively niche but highly loyal.
“The English OTT audience in India is small but very loyal. These viewers are mostly urban, well-travelled, and already comfortable with paying for quality content. To win them over, scale alone is not enough.”
He underscored the importance of positioning and exclusivity in the premium English segment.
“What can really help a platform stand out is strong, exclusive libraries… Big brands, known franchises, and trusted studios create confidence. The English OTT space works best when platforms know exactly who they are serving. A platform that tries to be everything often ends up being nothing special,” he said.
Beyond content acquisition, Jain pointed to discovery and user experience as critical differentiators.
“English OTT viewers don’t want endless scrolling. They want good recommendations, clean interfaces, and fewer but better choices. Whoever simplifies discovery will win mindshare.”
While acknowledging that English content may no longer be the primary driver of mass subscriptions, Jain maintained that it retains strategic relevance within a premium ecosystem.
“Right now, the English OTT ecosystem in India is stable but stagnant… However, that doesn’t mean English content is losing value. It has simply become more selective, more premium, and more habit-driven,” he noted.
Looking ahead, Jain expects the segment to remain niche yet significant.
“English OTT in India is unlikely to become a mass market again. But it doesn’t need to. What we may see instead is a clearer, stronger premium segment, driven by fewer but more confident players,” he said.
ChanaJor OTT currently focuses on comedy-led Indian-language programming and ChanaJor Originals, positioning itself as a pocket-friendly platform offering unlimited HD streaming and language-led discovery. As it refines its content mix, the company appears poised to explore new avenues that align with evolving consumption patterns and long-term viewer loyalty.
