New Delhi, Dec. 9 -- Advertising on video-streaming services in India is increasingly resulting in viewer fatigue as these platforms try to supplement plateauing paid subscription revenue with ad money. Users are bombarded with the same long and unskippable ads, often with glitches, that make the viewing experience tedious and disrupt the flow of the show.

Experts said if advertising is to effectively make a mark and grab mindshare, the poor ad experiences must be dealt with urgently. However, rectifying the matter will be challenging.

For one, OTTs use CPM, or cost per mille (cost per thousand) as the basis of advertising. This is a pricing model where the advertiser pays for every 1,000 impressions, or the number of times the ad is sh...