New Delhi, March 5 -- Subscription-based OTT platforms such as Netflix are buying the streaming rights of popular shows that were earlier available for free, and moving them behind the paywall to convert loyal viewers into paid users. For instance, Lock Upp, which earlier streamed on MX Player, and comedian Bhuvan Bam's series Dhindora from YouTube will now be available on Netflix.

Streaming platforms are increasingly adopting this strategy to expand their base of paying viewers by tapping into the existing fan base of popular shows and encouraging those audiences to subscribe, at a time when growth in paid users is slowing.

"When platforms acquire successful IPs (intellectual properties), the intention is to leverage the existing fan b...