New Delhi, Nov. 25 -- India's booming OTT universe-with nearly 60 platforms and thousands of titles-is beginning to overwhelm its users.

Entertainment industry experts say many viewers now spend over 16 minutes just scrolling, as basic recommendation engines and star-driven marketing push the same big-ticket titles to the top.

Compared to global markets, there is an urgent need to develop better AI-driven tools and allow for language-based decision-making among other features because discoverability issues can easily lead to subscription failure.

"The browsing window before someone hits play often stretches beyond 16 minutes per session. That is a long pause in an experience that is supposed to feel effortless. And there is a high poss...