New Delhi, May 5 -- After years of building large subscriber bases through aggressive pricing and bundled offerings, video streaming platforms are recalibrating their strategies to align revenue growth with rising content and acquisition costs. In many cases, this means charging users more for the same content - but in subtler ways.

Late last month, JioHotstar and Warner Bros. Discovery expanded their partnership with the launch of HBO Max in India. The service is now available as a separate hub on the platform for an add-on pack starting at Rs.49 per month. Earlier, the HBO library was included within the JioHotstar subscription.

Last year, Amazon Prime Video announced that movies and shows on the streaming service would carry ads. A n...