As audience behaviour in India’s OTT market continues to evolve, Pratap Jain, Founder and CEO of ChanaJor OTT, has said the platform is actively evaluating an expansion into English-language content as part of its long-term growth and content strategy. The move reflects a shift in viewing patterns, where premium and selective content consumption is gaining prominence among urban audiences.

According to a press release, Jain shared that the platform is approaching English content with the same discipline it applies to its existing slate. He emphasised that ChanaJor OTT’s strategy remains focused on building depth before expanding into new categories. As the OTT market matures, the company is assessing whether English content can be introduced selectively without diluting its core identity.

Explaining the platform’s vision, Jain said the potential expansion would be phased and audience-led rather than driven by scale. He noted that the objective is not to rapidly add a large volume of titles but to understand where English-language viewing fits within the platform’s ecosystem. The company aims to curate a small yet meaningful content slate aligned with long-term consumption habits instead of chasing short-term subscriber growth.

Jain also highlighted the nature of the English OTT audience in India, describing it as relatively small but highly loyal. According to him, these viewers are largely urban, well-travelled, and comfortable paying for quality content. He suggested that platforms seeking to serve this segment must focus on strong positioning, exclusive content libraries, and trusted studios, as scale alone may not be sufficient to build sustained engagement.

He further stressed that clarity of positioning plays a crucial role in success within the English OTT space. Platforms that clearly define their target audience and offer distinctive content are more likely to build trust, while those attempting to cater to every segment risk losing their identity. Known franchises and premium storytelling, he noted, often help establish credibility and strengthen viewer confidence.

User experience and content discovery were also identified as key factors in attracting English OTT viewers. Jain pointed out that audiences in this segment prefer curated recommendations, clean interfaces, and streamlined browsing rather than extensive catalogues. He said simplifying content discovery and offering focused choices could help platforms gain greater mindshare.

While English-language content may no longer drive mass subscriptions, Jain believes it remains strategically relevant. He described the English OTT ecosystem in India as stable but relatively stagnant, adding that the segment has become more selective, premium, and habit-driven rather than volume-led.

Looking ahead, Jain expects the English OTT segment to remain niche but meaningful, with a clearer premium positioning led by fewer but more confident players. He indicated that the segment does not necessarily need mass adoption to remain valuable, as consistent engagement from a dedicated audience base can sustain long-term growth.

Currently, ChanaJor OTT focuses on comedy-led, Indian-language programming and its ChanaJor Originals slate, offering light and engaging entertainment tailored to specific audience preferences. With features such as pocket-friendly access, unlimited HD streaming, and language-led discovery, the platform continues to refine its content strategy while evaluating new opportunities aligned with evolving viewing behaviour.