ChanaJor OTT Evaluates Entry into English Content as Premium OTT Viewing Sharpens

As audience behaviour in India’s OTT market continues to evolve, Pratap Jain, Founder and CEO of ChanaJor OTT, says the platform is actively evaluating an expansion into English-language content as part of its long-term growth and content strategy.

Sharing his vision on ChanaJor OTT’s expansion plans, Mr. Pratap Jain said the platform is approaching English content with the same discipline it applies to its current slate. “At ChanaJor OTT, our focus has always been on building depth before breadth. As the OTT market matures, we are exploring whether English content can be added in a very selective way, without diluting what we stand for,” he said.

He clarified that any potential foray would be phased and audience-led rather than driven by scale. “This is not about suddenly adding hundreds of titles. It is about understanding where English viewing fits into our ecosystem, what kind of stories make sense for our users, and how we can curate a small but meaningful slate over time. If and when we enter the English space, it will be thoughtful, premium, and aligned with long-term consumption habits rather than short-term numbers,” Jain added.

Sharing his view on the English OTT segment in India, Jain said, “The English OTT audience in India is small but very loyal. These viewers are mostly urban, well-travelled, and already comfortable with paying for quality content. To win them over, scale alone is not enough.”

According to him, clarity of positioning will determine success in this space. “What can really help a platform stand out is strong, exclusive libraries… Big brands, known franchises, and trusted studios create confidence. The English OTT space works best when platforms know exactly who they are serving. A platform that tries to be everything often ends up being nothing special,” he said.

Jain also highlighted the importance of discovery and user experience. “English OTT viewers don’t want endless scrolling. They want good recommendations, clean interfaces, and fewer but better choices. Whoever simplifies discovery will win mindshare.”

While English content may no longer drive mass subscriptions, Jain believes it remains strategically relevant. “Right now, the English OTT ecosystem in India is stable but stagnant… However, that doesn’t mean English content is losing value. It has simply become more selective, more premium, and more habit-driven,” he noted.

Looking ahead, Jain believes the segment will remain niche but meaningful. “English OTT in India is unlikely to become a mass market again. But it doesn’t need to. What we may see instead is a clearer, stronger premium segment, driven by fewer but more confident players,” he said.

ChanaJor OTT, which currently focuses on comedy-led, Indian-language content and ChanaJor Originals, is built around delivering light, engaging entertainment for audiences looking to binge-watch content tailored to their tastes. With an emphasis on pocket-friendly access, unlimited HD streaming, and language-led discovery, the platform continues to refine its content strategy as it evaluates new opportunities aligned with long-term viewing behaviour.