Markets like Mid-East & Malaysia hold strategic potential for hoichoi: Soumya Mukherjee

For Bengalis, storytelling is more than just entertainment—it’s an emotional connection and a celebration of culture. As India’s biggest vernacular OTT platform, Hoichoi has been leading this revolution, delivering high-quality content that resonates with Bengali audiences across the globe. Backed by SVF, eastern India’s largest entertainment conglomerate, Hoichoi continues to redefine digital storytelling while staying rooted in its cultural legacy

With its ambitious 2025-26 content slate, "Golper Parbon 1432," Hoichoi is gearing up for a landmark year, unveiling over 20 new web series and multiple World Premiere films. This initiative also marks SVF’s 30-year journey, reinforcing its commitment to pushing the boundaries of both digital and theatrical entertainment. Additionally, Hoichoi TV+ and Hoichoi Mini Series are set to expand the platform’s reach, catering to younger demographics and those preferring bite-sized content.

In an exclusive interaction with Adgully, Soumya Mukherjee, Chief Operating Officer, Hoichoi, speaks about the OTT platform’s growth trajectory, evolving audience insights, and the future of Bengali entertainment in the OTT space. He also shares how changing post-pandemic consumption habits have shaped Hoichoi’s content strategy, the significance of crossing 200 original series, and the platform’s approach to content diversity across genres. He further highlights Hoichoi’s expansion plans beyond India, its brand collaborations with over 70 partners, and how it continues to differentiate itself in an increasingly competitive regional OTT landscape.

hoichoi is launching over 20 new web series and multiple World Premiere films. What are the key audience insights driving these content choices?

One of hoichoi’s greatest strengths has been its deep-rooted audience loyalty, built over years by actively listening to viewer feedback across social media. Every comment, recommendation, and trend is carefully analyzed, ensuring that audience demand remains at the core of our content strategy. When curating our new slate, we prioritize these insights alongside extensive performance analysis, evolving consumption patterns, and emerging industry trends—both in OTT and hoichoi theatrical landscapes. This data-driven approach is the foundation of our latest lineup, which brings over 20 new web series and multiple World Premiere films to cater to our ever-evolving audience.

OTT consumption habits have changed drastically post-pandemic. What shifts have you observed in Bengali audiences, and how is hoichoi adapting?

Post-pandemic, one of the most significant shifts in OTT consumption has been the move towards larger screens. OTT is no longer just a mobile-first experience—viewers increasingly prefer high-quality content on smart TVs, demanding superior production values and a more immersive viewing experience. Additionally, we’ve seen a surge in engagement from 40+ audiences, particularly traditional television viewers who are now embracing digital platforms. In response, hoichoi has evolved its production ethos to meet these changing preferences, ensuring our storytelling and visual quality cater to a broader, more diverse audience.

hoichoi has successfully crossed the milestone of 200 original series. What is the next big milestone, and how do you ensure content diversity across genres?

In this slate announcement we have our 200th content. The next big milestone for hoichoi is accelerating our growth while maintaining our profitability—something few OTT platforms in India have achieved. We believe we’ve only scratched the surface in terms of audience reach, and our focus remains on deepening our engagement with Bengali-speaking viewers worldwide. Strengthening our distribution across international markets and expanding our presence to the last mile of customer touchpoints is a key priority. As for content diversity, our upcoming slate continues to push boundaries across genres, ensuring we stay true to our vision of entertaining audiences in their native language while constantly evolving with viewer preferences.

With hoichoi TV+ and hoichoi Mini Series, how are you looking to attract newer demographics, especially younger audiences and those preferring shorter formats?

hoichoi TV+ is designed for viewers who consume both OTT and traditional TV, offering a compelling alternative to conventional television content. It brings cinematic storytelling in an episodic format with regular drops, catering to those who prefer appointment viewing. On the other hand, for younger audiences—especially Gen Z-hoichoi Mini Series is our answer. These bite-sized, high-engagement stories are created around trending topics and evolving digital consumption habits, ensuring they resonate with the fast-paced preferences of the new-age viewer.

hoichoi has partnered with over 70 brands for branded content. What role does brand integration play in the overall business model, and how do you maintain creative integrity?

When we launched branded content at hoichoi, our core philosophy was to seamlessly integrate a brand’s ethos and promise into narratives that align with our audience’s taste and our signature storytelling style. Simply inserting brand messaging without audience relevance serves neither the brand nor us. Our focus is on crafting compelling, family-friendly stories where brand integration feels organic and adds genuine value. Over the past two years, we’ve seen tremendous growth, with over 70 brands partnering with us. In an increasingly cluttered space, what truly stands out is engaging storytelling—and that’s where hoichoi excels.

Competition in the regional OTT space is intensifying. How does hoichoi differentiate itself in terms of content, pricing, and user engagement?

As India’s first regional-language OTT platform, hoichoi has remained steadfast in its core promise—delivering engaging, high-quality content.

We not only host the biggest theatrical hits but also boast a deeply loyal audience base across India and international markets. This loyalty stems from a content strategy shaped by audience insights, ensuring we consistently deliver stories that resonate. In an increasingly competitive space, our strength lies in a scalable business model built on this loyalty. Today, hoichoi stands as the leading language OTT platform across in both India and Bangladesh letting content drive both brand identity and business growth.

What are the biggest growth markets for hoichoi outside of India, and how do you plan to tap into Bengali-speaking audiences worldwide?

hoichoi has already established a strong presence outside India, with Bangladesh remaining a core priority market. In addition, we have a significant and growing base of users in key international regions such as the US, Australia, Canada, and the UK — all of which continue to be important focus areas for us.

Beyond these, emerging markets like the Middle East and Malaysia also hold strategic potential. To expand our reach and connect with the global Bengali-speaking diaspora, we are actively pursuing strategic telecom partnerships. While curating content, we strategically factor in the preferences of our international audience, ensuring it resonates with their tastes. Our approach emphasizes crafting differentiated content that strikes a balance between cultural authenticity and global appeal.

These collaborations will play a crucial role in scaling our audience base and ensuring hoichoi content reaches every corner of the world where there’s a demand for quality Bengali entertainment.