There’s no denying that influencers have taken over OTT platforms by storm. Especially during the lockdowns (both of them), when people were glued to their screens every free minute they got.
This shift towards over-the-top (OTT) platforms greatly increased the need to create content with a quick turnaround. So much so that there’s been around 45% growth in the industry. India is likely to emerge as the second-biggest OTT market (after the US) and reach a value of INR 138 billion by the end of 2023.
Apparently, 80% of Netflix users in India watch a film every week, making it the highest viewership market globally. And we’ll be the first to admit that we’re part of that 80%!
However, we don’t just watch any random movies or shows. We prefer those with our favourite content creators!
5 influencers who grew their audiences enough to reach OTT platforms
A lot of social media influencers have made their debut on OTT platforms in the last few years and have managed to keep their followers hooked and how. For platforms, they unlock the possibility of reaching new audiences and fresh faces. And for content creators, the OTT platforms widen the scope of work by leaps and bounds.
If you’re a budding content creator wondering what path this journey will take you on, look no further than these 5 creators. Each one has left a mark on their audience’s hearts, not just with great content, but also with their acting skills.
Malika Dua
Mallika is an Indian comedian and writer who started her career in advertising and then went on to become a YouTuber. This was shortly followed by her collaboration with All India Bakchod.
We recommend watching her in Girliyapa, Why Should Hot Girls Have All the Fun?, Hindi Medium (starring Irrfan Khan), Namaste England, and Zero alongside Shah Rukh Khan.
There’s a reason she’s made it big with her acting skills, and it’s her sense of humour. Don’t miss the talk show she hosts on Netflix called Midnight Adventures, with A-list celebrities as guests.
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Prajakta Kohli
Prajakta Kohli, a.k.a Mostly Sane, is an Indian YouTuber who started her career as a (failed) radio jockey. One of our favourite creators (and not just because she got to meet the OG Michelle Obama), we decoded her Instagram for some content tips. Do check it out.
We often see Prajakta collaborating with top brands and posting organic content on social media. But her work with Bollywood celebrities like Hritik Roshan, Kareena Kapoor Khan, Vicky Kaushal, and Kajol is no less entertaining.
Khayali Pulao was her first short film, released in July 2020. She’s also been a part of one of the most loved Netflix series, Mismatched. Prajakta will also be soon seen in Dharma Productions’ upcoming film, Jug Jugg Jeeyo.
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Bhuvan Bam
Who here doesn’t know BB Ki Vines? Bhuvan Bam really does wear a lot of hats: comedian, writer, singer, songwriter, and YouTuber. From interviewing celebrities and non-celebrities for his YouTube channel to landing on the Forbes 30 Under 30 list in the “Digital Content Creators” category, he really is a true creator.
To check out his acting journey, start with TVF Bachelors. Then jump over to Big Boss 15 (although we’re not big fans of it), MTV Unplugged, and Plus Minus.
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Kusha Kapila
Kusha Kapila has come a long way since she started her creator journey with iDiva. It’s why she made the top social media influencers in India in 2022 list, alongside Dolly Singh and Bhuvan.
With a great fan following among both millennials and Gen-Z, Kusha was indeed the best choice for Ghost Stories on Netflix. After that acting debut, she appeared in Hasse Toh Phase on Amazon Prime. For more of her ingenious acting, watch Kareena Kapoor Khan’s show What Women Want and Plan A, Plan B.
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Barkha Singh
With a great fan following on social media and a history of acting as a kid, Barkha Singh blows us away with her acting skills in every single series. We love her content on social media. But she’s aced it on OTT platforms with her performance in Engineering Girls and a Netflix original called House Arrest.
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Dolly Singh
We can exhaust an ocean of ink on Dolly Singh. With an exemplary sense of style and hilarious acting skills, she’s inspired millions with her life story. Her Instagram account is a great example of consistency and ace social media strategy.
Most of us know her as ‘Raju ki Mummy”, an online avatar for which she has collaborated with prominent Bollywood celebrities. It’s that impeccable acting that landed her big-screen debut in Netflix’s series Bhaag Beanie Bhaag, alongside Swara Bhaskar.
Oh, and did we mention she’s also a TED Speaker?
Have you spotted more influencers on OTT platforms?
With the rising OTT viewership, you can expect to see a lot more familiar social media faces on these platforms. It’s proof positive influencers and content creators are far more than what people think.
And just in case you were wondering how these influencers made it to OTT platforms, here are four tips:
- Grow the audience by consistently creating relatable content.
- Engage with the audience regularly.
- Create authority over subjects and be an advocate, not a mere influencer.
- Finding the right platform for your content format.
