Subscription-free OTT platform VETO has significantly expanded its live television offering by adding 28 new live channels, taking its overall portfolio to more than 55 live channels. The move reinforces the platform's ambition to become a comprehensive large-screen entertainment destination for Indian households, with a strong emphasis on regional accessibility and family viewing.
The newly added channels span 12 languages and cover a broad mix of genres, including news, movies, music, general entertainment, kids, infotainment and devotional programming.
Building a Regional-First Connected TV Experience
The latest expansion reflects VETO's strategy of competing on content diversity rather than subscription pricing. By aggregating multilingual live television within a free, unified viewing experience, the platform is targeting audiences increasingly consuming digital content on connected TVs and smart screens.
As India's OTT landscape matures, regional language programming continues to be a key driver of audience growth, particularly beyond metro markets. VETO's multilingual approach positions it to capture viewers seeking familiar, live and locally relevant content without the friction of multiple subscriptions.
Improving Access to Regional Audiences Scales Growth
For advertisers and media planners, the expanded channel lineup creates a wider inventory across high-engagement content categories while improving access to regional audiences at scale. The combination of live television and connected TV viewing also opens opportunities for more targeted, screen-first advertising strategies as digital television consumption continues to accelerate.
The Last Word
The next phase of OTT growth will not be defined solely by premium subscriptions but by platforms that aggregate diverse regional content at scale. VETO's expansion signals that free, multilingual connected TV ecosystems could become an increasingly valuable destination for both audiences and advertisers.