Mumbai: With 35 fiction series, the Young Adult genre accounts for 32% of all the Hindi streaming originals being released in 2023, up from about 25% in 2019.
Orman Media has put out a report called ‘The golden triangle: Decoding Young Adult content on OTT
An analysis of Hindi fiction shows on streaming platforms, belonging to the Young Adult genre, reveals their three benefits, and looks to deep-dive into how these benefits can be leveraged. AVOD platforms like MX Player (upto 2022) and Amazon miniTV (in 2023) constitute a majority of these shows, possibly due to their contained cost of production, and an advertiser-friendly target audience. However, even SVOD platforms have dabbled into this genre, albeit with moderate success, such as Class on Netflix and the recently released Big Girls Don’t Cry on Prime Video.
Young Generation’s Mindset, Mind Fresh, and Optimism drive engagement and advocacy for shows in the Young Adult genre, in sharp contrast to shows in other genres
It is well documented that the explosion of streaming content, especially post pandemic, has changed the entertainment content landscape in India. New audiences are being inducted into the fold, progressively, and to cater to their diverse tastes and interests, new content types, formats and genre are also finding their place in the ecosystem.
For example, the increase in the number of documentaries being released in the last couple of years, despite limited audience traction, suggests that platforms are experimenting with newer formats to retain subscribers and to capture niche audience segments.
