An increasing number of streaming services are tapping the non-fiction genre to widen their audience base.
American streaming platform Netflix will premiere a new documentary titled Mumbai Mafia: Police Vs Underworld on January 6.
With the success of Bigg Boss and Shark Tank on Voot and SonyLIV respectively, a growing number of streaming services are tapping the non-fiction genre to broaden their audience base. They are engaging audiences through original non-fiction shows as well as reality shows appearing on TV channels on digital platforms.
Sony's Shark Tank India and Viacom18's Bigg Boss registered impressive online viewership with the help of elaborate marketing campaigns.
ALTBalaji and MX Player came up with Kangana Ranaut's Lock Up which garnered significant viewership. Viacom18 also had a new comedy game show The Khatra Khatra Show which premiered on its OTT platform Voot before television. Netflix, which made a special The Kapil Sharma Show, is betting on reality to launch a dating show IRL: In Real Love.
Media industry experts said non-fiction could see new formats on streaming platforms and marquee properties could pull viewers on the fence to subscribe to these services.
“With the rise of streaming services, audiences today have the opportunity to enjoy undeniably authentic and diverse stories across formats from around the world. Our non-fiction content provides viewers with an opportunity to experience and examine new cultures and ideas," a Netflix spokesperson had earlier said in an interview, adding that in India, the service spans formats of comedy, reality and documentaries. Innovating with
Nearly 76% of Indian subscribers to the platform watched a documentary title between the September quarter of 2020 and the June quarter of 2021, and they watched an average of 50% more Netflix original documentary content than in the same period in 2018. The reality show Indian Matchmaking has featured in the top 10 list of countries like USA, India and UAE.
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