How OTT Platforms Are Changing The Game For Music In Series

OTT shows and films are not just reshaping the entertainment landscape; their soundtracks are becoming equally significant. In 2024, one of the key trends is the rise of experimental soundtracks, marking a golden era for artists and composers. These platforms have become a global stage, amplifying the reach and recognition of creative talent.

India's OTT market is on a steep growth trajectory, predicted to rise from $234.9 billion in 2023 to $836.5 billion by 2032, with a CAGR of 17.20%. By 2024, the OTT audience in India is expected to grow by 13.8% compared to 2023, led by the 21% growth in ad-supported video-on-demand (AVOD) viewers. This expansion is fueling an unprecedented boom for soundtracks, creating opportunities for both established and emerging talent.

Artist's Perspective: A New Frontier for Creativity

Bollywood composer Tanishk Bagchi, known for his chart-topping hits, believes OTT platforms have revolutionized music.“OTT platforms like Netflix, Amazon Prime, and Disney+ Hotstar have changed the game for music. They’ve opened doors for unique and experimental soundtracks, giving composers the freedom to try new things. This has made music a key part of storytelling, connecting with audiences in fresh and exciting ways. I’ve had the privilege of contributing to this space with my work on Farzii and Do Paatti, where my songs were appreciated and earned respect from audiences. It’s an exciting time to be part of this creative revolution.”

The Power of Soundtracks

OTT soundtracks have evolved into narrative drivers rather than mere accompaniments. While global shows like Stranger Things popularized synthwave, Indian productions like Sacred Games introduced intricate Indian classical fusion to a global audience. These soundtracks are sparking conversations, influencing trends, and driving cultural exchange.

At ShemarooMe, the music innovation is substantial. Arpit Mankar, Head of the Non-Bollywood Category, shared,“At ShemarooMe, we’ve witnessed this firsthand with our original shows like What The Fafda, where the groovy title track featuring 28 actors not only struck a chord with viewers but also played a pivotal role in popularizing the series. Similarly, the third season of our hit franchise Vaat Vaat Ma, starring Malhar Thakar and Puja Joshi, introduced a romantic title track, offering something novel to its fans and amplifying the series’ core premise.”

Mankar further emphasized the global impact of OTT soundtracks:“Whether it’s blending traditional instruments with electronic beats or introducing entirely new musical genres, creators are using soundtracks in inventive ways that captivate audiences. Moreover, the global reach of OTT platforms has introduced audiences to diverse music genres, sparking a renewed appreciation for musical diversity. Recognizing this evolution, OTT platforms are investing in bold, innovative soundtracks. As a result, music on these platforms is no longer just supporting the story—it’s becoming the story.”

Why Music is the Heart of OTT’s Future

OTT platforms have redefined the way we experience stories, where soundtracks play an integral role in enhancing emotional depth and cultural resonance. Today, music is central to the narrative, shaping characters, themes, and audience engagement.

Some of the most talked-about series, such as Call Me Bae, stood out with its chic, upbeat, and trendy soundtrack that resonated with audiences and gained widespread popularity. Similarly, the OTT film The Archies featured a vibrant soundtrack blending period-style songs with a contemporary twist, perfectly capturing the coming-of-age drama and bridging nostalgia with modern storytelling.

As this trend continues to grow, OTT platforms are not just transforming content consumption but also music creation. With experimental soundtracks at the helm, the future of music in OTT is poised to break new ground, bridging global and local audiences like never before.