Warner Bros. Discovery’s Expansion Plans in India - Quietly building a Success Story?
Betting on a dual distribution strategy and localization of content to win audiences
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Agenda
Warner Bros. Discovery’s Expansion Plans in India
Browsing through Discovery+ OTT
And….Action!
Warner Bros. Discovery’s Expansion Plans in India
Increased Content Production Almost quietly, Warner Bros. Discovery is expanding its content slate in India, with plans to produce 3,000 hours of global and local programming in 2024, scaling up to 3,500–4,000 hours in 2025. This significant increase reflects the company's focus on both Indian originals and international content acquisition. In 2023, they premiered 2,500 hours, signaling their intent to keep growing despite India’s challenging video market.
Balancing Linear TV and OTT Warner Bros. Discovery aims for maximum exposure across both traditional TV and OTT platforms. The company plans to premiere 90% of its content simultaneously on linear channels like Discovery Channel, Animal Planet, and TLC, as well as discovery+, its OTT platform. This dual approach ensures marketing overlap and broad audience reach, making the viewing experience as seamless as possible, whether through TV or OTT.
Sai Abishek, head of factual and lifestyle cluster at Warner Bros. Discovery, South Asia, highlighted that this strategy not only drives awareness but also makes it convenient for viewers to engage with content wherever they prefer. He pointed out the importance of specific genres, like crime, which perform better on OTT and may enjoy an exclusive window before transitioning to TV.
Localized and Global Offerings The 2024 slate includes a variety of Indian and international programming. Indian audiences can look forward to reality shows hosted by Varun Sood and Rannvijay Singha, sequels like Star vs. Food Survival and Cult, and documentaries on history and mythology. Additionally, Hollywood content from Warner Bros.' catalog will be dubbed and localized for regional channels like DTamil, enhancing accessibility for non-English-speaking audiences.
Warner Bros. Discovery also plans to bolster its factual and lifestyle offerings with high-profile international titles, including Chris Brown: A History of Violence, Harry Potter: Wizards of Baking, BBC's Dynasties (season two), and Frozen Planet II. This diversified content mix targets both Indian and global tastes.
Discovery+’s Shift Toward SVoD While discovery+ currently offers a small AVoD (advertising video-on-demand) section, the platform will focus on a subscription-driven (SVoD) model for now. Abishek emphasized the company's long-term vision to prioritize subscription revenue, aiming for higher-quality content without the dependency on advertising. This shift mirrors broader industry trends, as global platforms recalibrate strategies to navigate India’s price-sensitive yet growing streaming audience.
Challenges and Competitive Landscape Operating in India’s crowded video streaming market, Warner Bros. Discovery faces stiff competition from both global giants like Netflix and Amazon Prime Video, and homegrown players like ZEE5 and JioCinema. Industry-wide, investment cuts and slow subscriber growth have left many cautious since 2022. While HBO Max’s launch in India has been delayed, Warner Bros. Discovery continues to license HBO content to JioCinema, adapting to India’s unique dynamics.
Foreign entrants like Apple TV+, Crunchyroll, and others have also struggled to make a deep impact due to India’s low returns and the high cost of producing local originals. Experts believe that limited audience reach, coupled with poor advertising and subscription revenues, makes it difficult for niche content to thrive. As a result, players like Warner Bros. Discovery are focusing on creating versatile content that appeals to both the mass market and regional viewers.
Future Outlook: Expanding India’s Streaming Landscape Looking ahead, Warner Bros. Discovery’s ambitious slate and strategic partnerships are set to significantly influence India's OTT ecosystem. With content tailor-made for both local and global consumption, the company is banking on a dual-distribution strategy that capitalizes on India’s diverse viewership. However, the challenge remains in delivering high-quality content at scale and speed, while navigating a competitive and price-conscious market.
Warner Bros. Discovery’s aggressive push into India signals confidence in the country’s growth potential, despite hurdles. With a mix of Indian originals, global titles, and localized versions of Hollywood content, Warner Bros. Discovery is poised to capture a wider audience while aligning with the shifting viewing habits of Indian consumers. Their focus on expanding both TV and OTT presence underscores the evolving dynamics of content consumption in one of the world’s fastest-growing streaming markets.
Browsing through Discovery+ OTT
“Dubbing” shows in several Indian languages such as Hindi, Telugu and Tamil gives Discovery+ access to many more eyeballs and this strategy plays out through out the platform engaging viewers on all things international and Indian at the same time!
Across all Indian OTTs that we have studied, I have not come across annual pricing as lucrative as what Discovery makes it for Indian users to subscribe: Rs. 499 ($6) for the year versus Rs. 199 / month ($2.4). It’s pretty much a no brainer for an interested Indian subscriber to opt for the annual subscription.
Content Variety and Depth Discovery+ offers an extensive catalog of more than 70,000 real-life TV episodes, making it one of the richest content hubs for factual entertainment. Users can stream shows from some of the most popular channels such as Animal Planet, BBC, Discovery, Discovery Kids, Discovery Science, Discovery Turbo, Eurosport, HGTV, TRVL Channel, TLC, DMAX, and Investigation Discovery (ID). This wide-ranging content spans diverse genres from wildlife and science to lifestyle and adventure, offering something for everyone.
Subscription Tiers and Device Compatibility For Rs. 499 per year, paid subscribers unlock a premium experience, gaining access to Android, iOS, Amazon Fire Stick, Android TV, Samsung TV, and LG TV. The platform is widely compatible, ensuring a seamless viewing experience across devices. The free plan, while limited, still allows users to explore SHORTS content on the website and app. However, the true value lies in the premium subscription, which offers significantly more, including discovery+ Originals, exclusive BBC and History content, and access to Live TV both from India and internationally.
Premium Features: What Sets It Apart The premium subscription not only offers an ad-free viewing experience but also provides several exclusive features, including:
Discovery+ Originals: Engaging original content that stands out from the usual fare.
Unlimited BBC & History Content: A rich library of high-quality documentaries and series, spanning history, nature, and science.
Live TV: Access to live TV channels from both India and abroad, enhancing the appeal for viewers who enjoy real-time content.
Kids’ Shows and Localized Content: Discovery+ excels at catering to younger audiences with an impressive roster of kids’ shows. Some notable IPs include Little Singham, Kaal, Fukrey Boys, Kisna, My Little Pony, Horrid Henry, Oggy and the Cockroaches, and Grizzy and the Lemmings. In addition, many of these international shows are available in both English and Hindi, underscoring Discovery+'s commitment to localization by dubbing episodes in Indian languages. This localized approach significantly enhances the platform's appeal to young Indian audiences and families.
Marquee Live Channels and Kids’ IPs Premium subscribers also benefit from access to marquee live channels, which include some of the top-performing genres across lifestyle, sports, and kids' content. For kids, Discovery+ has invested heavily in acquiring and distributing beloved international IPs, bringing in titles that are both entertaining and educational. Their localized content strategy ensures that English language toons are available in multiple languages, including Hindi, enabling broader access across diverse linguistic audiences in India.
Amazon Prime Video is the OTT of choice for India’s highest grossing Bollywood movie of all time - Stree 2 with an Indian box office collection of Rs. 586 crores ($71 million). Playing up the “Horror - Comedy” genre which has achieved significant engagement levels amongst Indian audiences, Stree 2 is set in the town of Chanderi which is being haunted again. This time, women are mysteriously abducted by a terrifying headless entity. Worth a watch even with subtitles on and it is OK if you have not seen the first Stree!
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