Pixel P&L: Samay Raina's India’s Got Latent OTT App Tops Charts

Stand-up comedian Samay Raina has launched the India’s Got Latent app, expanding his viral YouTube series into an independent over-the-top (OTT) platform. The app features episodes from the show, as well as original content across various genres, including poetry and rap. A notable addition is India’s Kavya Samrat, a poetry series produced in collaboration with Tape A Tale.

Raina's move allows creators to produce unfiltered content free from traditional brand guidelines, a strategy that has resonated with fans but could limit advertising partnerships. Since its debut, the app has climbed rapidly in the download rankings, achieving a Top 4 position in the free entertainment category on Google Play and securing the No. 1 spot on the Apple App Store (albeit only briefly).

To ensure the app’s financial viability, Raina plans to leverage multiple revenue streams beyond conventional sponsorships. While he has previously obtained some brand partnerships for his YouTube episodes (with Spinny and POP UPI), he aims to maintain an ad-free experience on the app. Instead, Raina is focusing on subscription-based models and exclusive content to drive revenue.

Sony Group’s Crunchyroll is facing increased competition from Netflix, Disney, and Amazon, according to Bloomberg. Since its $1.2 billion acquisition in 2021, Crunchyroll's subscriber base has grown to 15 million. However, the popularity of anime has led to heightened competition for exclusive licensing deals.

This competition poses financial challenges for Crunchyroll as rising license fees threaten its profitability. Internal documents indicate that its growth targets may be unrealistic, with a churn rate higher than the industry average raising concerns about subscriber retention. Additionally, its entry into new markets, such as India with a low subscription price of ~$1 per month, may not lead to sustainable revenue growth due to profitability issues.