New Delhi, May 13 -- Some consolidation efforts are underway in the streaming content space as smaller platforms struggle with rising costs and programming clutter in what has so far largely been a fragmented industry.

Shemaroo Entertainment has acquired the library of regional platform OHO Gujarati, while Vibhu Agarwal-owned Atrangii OTT has tied up with Amazon MX Player for distribution. Saregama India acquired a majority stake in digital entertainment company Pocket Aces Pictures in 2023. In October, Amazon said it acquired certain assets of MX Player, including the MX Player app, a free streaming OTT service.

Experts say these efforts were inevitable because far too many entities were struggling for user attention with no real diffe...