New Delhi, March 25 -- Next time you scroll through streaming platforms wondering what to watch, don't be surprised to find the same show or movie available on more than one OTT channel. Content exclusivity is no longer key for media and entertainment companies, except for some premium original shows.

Sony Entertainment's popular television franchise CID, which first came out in 1998, is now also streaming on Netflix. Companies such as Warner Bros and Dharma Productions are syndicating their shows and movies across platforms, experts said.

For its new OTT platform, public broadcaster Prasar Bharati is tying up with Lionsgate and Eros to host their content non-exclusively. Multiple other services offer the same films part of free, subscr...