OTT Sector Emerges as Driver of India’s Soft Power

India’s Over-The-Top (OTT) media sector is increasingly being recognised as a significant driver of the country’s soft power, enabling Indian cultural narratives to reach global audiences. The rapid expansion of streaming platforms has transformed how Indian stories, languages, and creative expressions are consumed beyond national borders.

Through films, series, and documentaries rooted in diverse regional contexts, Indian OTT content showcases the country’s social realities, history, and contemporary themes. This form of cultural outreach promotes cross-cultural understanding by presenting nuanced narratives that go beyond stereotypes. Subtitling and dubbing have further expanded accessibility, allowing Indian content to resonate with viewers across continents.

The global reach of Indian OTT platforms also contributes to the growth of the creative economy. Increased international demand for Indian content has boosted exports of creative services, generated employment for writers, actors, technicians, and fostered innovation in storytelling formats. Co-productions with international studios are further strengthening India’s position in the global entertainment value chain.

From a strategic perspective, OTT platforms serve as modern tools of soft-power projection. Unlike traditional cultural diplomacy, digital streaming offers organic and sustained engagement with foreign audiences. The popularity of Indian content helps shape positive perceptions of India’s society, values, and creative potential.

Overall, the rise of the OTT sector underscores the evolving nature of soft power in the digital age. By leveraging global streaming platforms, India is enhancing its cultural influence while simultaneously strengthening its creative industries and economic footprint worldwide.