Indian streaming platforms and content creators are increasingly turning to brand-sponsored shows as an innovative solution to monetization challenges. This strategic shift comes as paid subscriptions reach a plateau and digital advertising continues to evolve at a gradual pace in the country's rapidly growing digital entertainment market.
The Rise of Brand-Sponsored Content
Platforms including aha Video, hoichoi, and Amazon MX Player are actively exploring branded content opportunities alongside microdrama producers. This approach offers multiple advantages: reduced financial risk through partial upfront funding, built-in distribution networks through sponsoring companies, and creative partnerships that can enhance production values.
According to industry experts, the trend is gaining significant momentum across various content formats. Ujjwal Mahajan, co-founder of Chaupal, a platform specializing in regional content, explains: "Brand-sponsored content continues to play a vital role. It offers OTT platforms and producers an additional monetization stream while giving brands an organic, less intrusive way to reach audiences."
Successful Case Studies and Brand Integration
A prominent example of this trend is Pookie, a four-episode microdrama produced by storytelling platform Terribly Tiny Tales in September 2025. The series was "powered" by Maybelline New York, with the brand's lip products seamlessly integrated into the narrative.
Jessica Rode, General Manager of Maybelline New York India, emphasized the strategic value of such partnerships: "The emerging format of microdramas really helped us engage with young audiences in a way that went beyond traditional campaigns and established a real connection between the brand and the audience."
Siddharth Devnani, co-founder and COO of digital agency SoCheers, describes branded content as a "lifeline" for platforms facing budget constraints. He notes that such arrangements enable studios to maintain production quality without bearing the full financial burden while providing brands with direct access to engaged viewers.
Financial Dynamics and Industry Perspectives
The financial aspect of branded content production reveals interesting dynamics. Studio heads and platform executives indicate that creating branded content typically costs between ₹5-6 crore per show, depending on the project's scale and requirements.
Ganesh Pareek, partner and creative director at First December Films, offers a compelling analogy: "Brand-sponsored content is becoming the third leg of the stool, the stabilizer. For platforms, it shares cost at a time when ad rates and subscriptions are volatile. For producers, it means scripts that would have stayed in Excel finally get made."
However, the approach isn't without challenges. Harikrishnan Pillai, CEO of TheSmallBigIdea, points out that complete show funding remains rare due to high production costs. Most companies prefer supporting specific portions of content rather than entire productions.
Authenticity Concerns and Future Outlook
The critical challenge for content creators lies in maintaining authenticity while integrating brand messaging. Anuj Gosalia, founder and CEO of Terribly Tiny Tales, warns that audiences quickly detect forced brand integration, emphasizing that "the writing and production have to be sharp enough for the story to stand on its own."
Chandrashekar Mantha, partner at Deloitte India, highlights another complexity: "For branded content to be effective, it must seamlessly align with the brand's ethos and persona—a challenge that makes finding the perfect narrative match difficult." This alignment challenge often makes companies cautious about heavy investments in sponsored content.
Despite these challenges, the trend shows no signs of slowing. The emergence of specialized digital content creation companies in India has made brand-sponsored content more accessible and efficient. These companies offer comprehensive services including social media management, video production, and influencer marketing, supported by AI-driven content recommendations.
As the Indian streaming market continues to mature, branded content appears positioned to become an essential component of the monetization ecosystem, complementing traditional advertising and subscription models while offering new creative possibilities for storytellers and brands alike.
