OML’s new CEO eyes global growth by riding on long-form content and AI-driven innovation

Tusharr Kumar recently took over the reins as the CEO of OML Entertainment, promising to bring in a fresh wave of ideas that would help the company attain new goals. Having been a part of the media and entertainment organisation for over a decade, his vision is to drive growth in the subscription service, focus on long-form content, and take its service expertise to global markets.

OML began its journey in 2002, catering to verticals like music and comedy events, digital and TV content, and managing a lengthy roster of artists and influencers. It has since carved out a niche for itself -in advertising, branded content, and entertainment space.

To achieve his goals, Kumar now plans to concentrate on team development and the creation of new brands. He informed Campaign that OML is actively working with brands, agencies and creators globally across more than 22 countries across Africa, Europe, Latin America, and South-East Asia.

Post the Covid-19 pandemic, there has been a resurgence in demand and expansion of this form of entertainment. OML’s portfolio of international shows have benefited from this trend—its managed artists have had 116 international shows across 47 cities in 2022-23, which has grown to 416 shows across 72 cities in 2022-2024. It is quite understandable why Kumar wants to prioritise this area.

According to a Statista report, India's live events market was valued at INR 73 billion in 2022 and is estimated to reach INR 134 billion by 2025. A good illustration of this growing consumer demand is the Cold Play concert scheduled in January 2025. Over 1.3 crore fans rushed to buy tickets for the band’s Mumbai concerts, and all of 1.5 lakh tickets on BookMyShow’s website and app were sold out within 30 minutes.

Long-form versus short-form content

In an era when attention spans are shortening, focusing on long-form content may be seen as risky. Kumar, however, believed that it does what short-form content cannot; it enables storytelling that captivates, sparks conversations, and connects with the audience at a deeper level.

It is important to focus on authentic storytelling that connects with the audience. Irrespective of whether it is from creators, brands, or emerging voices, the key is to make relevant content that stands out. With over 32 shows and 69 specials across Amazon Prime, Netflix, MTV, Disney + Hotstar, and more, OML plans to continue to focus on bringing long-form stories alive.

While short-form videos are still popular, Kumar noted that they often serve as gateways, leading viewers to explore detailed, in-depth videos for greater insights and analyses. From fan culture to video essays that explored everything from history to fashion to philosophy, the younger generations are drawn to content that dives deep into subjects of interest.

“Short-form has been driving the frequency of consumption. But despite the rise of bite-sized content, there is a growing trend of viewers engaging with long-form videos on topics they care about. The long-form remains key to entertainment and is here to stay. It will coexist with the short-form,” Kumar said.

He gave examples of Bollywood movies like Fighter and Stree 2—they led massive box office collections this year. The key to the success of long-form content is the right match between the story, the artist, and the platform. The main component to this success is narrating better stories through both the formats—scripted and unscripted.

Future of OTT in India

OTT platforms in India while poised for growth, are entering a complex and competitive phase. The Market Research Future pegged this market size at $234.9 billion in 2023 and expected it to grow to $836.5 billion by 2032, exhibiting a compound annual growth rate (CAGR) of 17.20% during this period.

Over the past few years, the rise of smart TVs, affordable internet, and mobile phone operators bundling OTT services have attracted more subscribers, enabling these platforms to expand at an unprecedented rate. However, as the market matures, OTT platforms must evolve from simply capturing subscribers to retaining them. Moreover, the market is witnessing growing commoditisation of sports and entertainment services coupled with rising competition amongst the numerous OTT providers. Kumar is keen to watch the shift from purely subscription-based models to ad-supported or hybrid models, as platforms look to make content more accessible.

The trend of platforms like Amazon Prime Video investing in local films is likely to continue, as they try to draw in large, loyal audiences.

These platforms are now realising the need to be data-driven, which can help them tailor content to existing and potentially new subscribers. “This means platforms are investing not only in big-budget original content but also in highly curated licensed content, as we have seen with the rise of international series and movies dubbed or subtitled for Indian audiences,” Kumar explained.

With growth in viewers, there is an increased demand for content in regional languages. This has already led to platforms producing and acquiring multiple regional titles. Platforms like Amazon Prime Video and Netflix invest in Malayalam, Tamil, and Telugu films, drawing in large, loyal audiences. This trend is likely to continue.

The challenge, however, will be to retain the audience after the spikes from tentpole content like cricket or popular shows fade. While major events provide short-term boosts, the long-term challenge lies in maintaining viewership with a consistent mix of high-quality original and licensed content.

“As platforms look to make content more accessible, I am very keen to watch the shift from purely subscription-based models to ad-supported or hybrid models,” Kumar added.

What does the audience want?

In this increasingly saturated landscape, content is indeed the king, but it is also important to note that the way content is consumed is changing. The audience has become selective when it comes to content consumption. The evolving taste of Indian audiences is driving a shift in their preferences. There is a growing acceptance of diverse genres and formats across the OTT, TV, and film industries.

Audiences are ready to embrace different formats and genres if the content is compelling and available on the right platform today. Focusing on diverse long-form content is as important as its placement. The digital space has created opportunities for genre-defying films and shows to thrive in ways that would not have been possible a few years ago.

But these changes in consumer preferences also make it difficult for producers to gauge which type of content would do better on which platform. There is no rulebook. What seems to be working is the authentic, raw, and relatable content in both, short and long forms.

Kumar elucidated that consumers were more open to experimenting with content, especially as they now had access to various platforms. Films that may not have succeeded in theatres are finding new life on OTT platforms, while formats like stand-up comedy are topping the charts on YouTube and OTT. These platforms allow viewers to immerse themselves in slow-burn narratives, which suit more contemplative or unconventional stories.

AI and innovation

While staying ahead of the curve, some areas are overlooked or need more attention. This happens to all companies—big or small. OML has diligently focused on influencer marketing, an area that is experiencing explosive growth and is expected to reach $35.09 billion by 2024. With the expansion of its artificial intelligence-powered influencer marketing technology Hypothesis and its service offerings, Kumar plans to nurture the global opportunity that influencer marketing is witnessing along with the continued growth of short-form videos.

Strategic application of artificial intelligence (AI) is a largely untapped area in Indian market according to Kumar. Most companies often passively use AI to enhance efficiency in areas like customer insights and predictive analytics. They do not use it proactively to its fullest potential. The push for AI is not just about keeping pace with global trends but about shaping the future of how brands engage with audiences.

The right investment in AI could propel not just the entertainment industry but also the entire digital ecosystem to new heights. “We are committed to being part of that journey. We are actively exploring AI-based solutions that go beyond efficiency—creating smarter, more adaptive content, and the marketing strategies for brands venturing into AI. Whether through personalised recommendations, automated content creation, or enhanced data analysis, AI can offer transformative value,” Kumar said.

Digital responsibility

The number of OTT platforms is on the rise and so is the content published on them. For digital content creators, the most crucial aspect is the responsibility they hold towards their audiences. Placing high priority on the ethical implications of the content created and promoted is central to any agency or media house.

Commenting on digital responsibility, Kumar said that OML was well-aware of the content it produced—whether for the brands it collaborated with, the artists it represented, or the stories it brought to life. Keeping ethical work as the core value, the company maintained rigorous standards to ensure its content aligned with its principles, he said.

“We have a strong stance on digital responsibility and are committed to addressing issues like misinformation and the potential for digital addiction. We turned down briefs in the past when we did not believe in the information being presented. Fact-checking and transparency are non-negotiable in our process, as we believe it is our responsibility to ensure that the content we put out into the world is not only engaging but also responsible and truthful,” Kumar concluded.