The next breakout OTT hit may no longer depend on a marquee cast or blockbuster marketing budget. Instead, streaming platforms are increasingly relying on AI-powered recommendation engines, rich metadata, mood-based discovery and personalization to connect viewers with content they are most likely to enjoy.
As content libraries grow larger and more fragmented, the focus is shifting from simply pushing popular titles to improving discoverability. The change is helping smaller, regional and niche shows reach audiences who may never have found them otherwise.
The absence of stars or an established franchise hasn't stopped several small-budget streaming originals from finding audiences. Titles such as Chiraiya, Ab Hoga Hisaab and Made in India: A Titan Story, which have topped viewership charts in recent months, show that culturally rooted stories can break through even without big stars or large budgets.
OTT services are investing in mood-based recommendations and regional-language discovery features to amplify visibility for smaller titles. Mood-based recommendations use AI and viewing patterns to suggest content that matches a viewer's current mood, such as comedy, thrillers or feel-good dramas.
The shift comes even as established franchises are increasingly slowing down globally. A recent Bloomberg study highlighted that Netflix's biggest international shows are facing a severe "sophomore slump", with viewership for second seasons falling between 50% and 70%.
“When a show feels genuinely personal, audiences share it, talk about it, and bring others to it organically. The second factor is platform recommendation—when an algorithm or editorial team takes a genuine chance on surfacing a smaller title, the results can be remarkable. Discovery remains the biggest challenge for non-tentpole content, but when it happens, the engagement depth is often far higher than for big-budget releases,” said Kaushik Das, founder and CEO of Odia platform AAO NXT.
Metadata matters
The success of such titles often stems from a combination of strong audience relevance and effective discoverability, agreed Anil Goel, chief technology officer, Nielsen.
“Today, viewers increasingly rely on search, recommendations and personalized experiences to navigate an overwhelming number of viewing options. Content intelligence including metadata such as genre, mood, themes, cast and storyline plays a critical role in helping platforms match viewers with content they are likely to enjoy,” Goel said.
He added that platforms are increasingly combining AI with reliable content data and structured metadata. Instead of relying only on AI, streaming services are improving the quality of their data so that search results, recommendations and content descriptions are more accurate and reliable.
“Going forward, the combination of AI and trusted content intelligence will play a critical role in helping audiences discover a broader range of content including titles that may not have the marketing budgets or franchise recognition,” Goel pointed out.
Personal touch
Audiences today are increasingly discovering and supporting content that offers strong storytelling and cultural relevance, regardless of star cast or marketing budgets, according to Sandeep Bansal, director, Chaupal, a platform specializing in Punjabi, Haryanvi and Bhojpuri content.
Several Chaupal Originals have found success primarily through word-of-mouth and audience recommendations.
“We are mainly focusing more on personalized recommendations, targeted discovery, creator collaborations, and dedicated promotion of original and regional content to help quality stories reach the right audiences,” Bansal added.
Smarter discovery
Discovery is no longer driven by recommendation engines alone.
Other than using AI to suggest content based on users' viewing history and preferences, platforms are increasingly partnering with influencers to promote shows, with micro-influencers emerging as an important discovery channel.
Rajat Agrawal, chief operating officer, Ultra Media & Entertainment Group, said services are also creating behind-the-scenes videos, podcasts and blogs to build buzz. Companies are leveraging platforms such as Instagram, Twitter and YouTube to share updates, teasers and engage with fans, besides offering flexible pricing models, including ad-supported plans, to improve accessibility.
“As content catalogues become larger and more fragmented, the focus is shifting from simply surfacing popular titles to delivering more relevant viewing experiences. This creates greater opportunities for diverse and lesser-known content to find its audience,” Goel said.
Local connect
Technology alone, however, is not enough. Cultural specificity remains equally important.
Audiences today are no longer viewing content through a fixed lens. Instead, they are seeking stories that reflect their interests, curiosities and lived realities.
“That is why we are seeing strong engagement not just with mainstream fiction, but with niche formats and non-fiction narratives as well,” a ZEE5 spokesperson said.
Titles such as Hathras: 16 Days and Honeymoon Se Hatya resonated because viewers are increasingly drawn to stories that help them understand real events and delve deeper into the human and societal dimensions behind them, the spokesperson added.
Attributing the trend to changing viewing behaviour, Rajesh Sethi, partner and leader—media, entertainment and sports, PwC India, said OTT audiences are increasingly willing to sample new content if the storyline is compelling and recommendations from friends, social media or the platform itself are positive.
“Stories rooted in local cultures, small town India, and real-life experiences are also resonating strongly with viewers,” Sethi said.