Dentsu India and IWMBuzz Media expand partnership with OTT Awards and industry report initiative

Dentsu India and IWMBuzz Media have announced a multi-year extension of their collaboration focused on India’s over-the-top entertainment ecosystem. The partnership brings together the IWMBuzz Digital Awards and a new dentsu-IWMBuzz OTT industry report aimed at tracking shifts in content consumption, audience behaviour, and monetisation trends.

The initiative builds on earlier collaborations between the two organisations in adjacent segments such as gaming, where they have worked on awards properties and industry research formats. The OTT-focused expansion signals a continued push toward building insight-led media platforms that combine content, data, and brand engagement.

The IWMBuzz Digital Awards will continue to spotlight creators and productions across web series, digital films, and other streaming-first formats. Alongside this, the upcoming industry report is expected to provide a structured view of India’s OTT landscape, with a focus on how storytelling, platform distribution, and audience engagement are evolving.

For dentsu, the partnership aligns with a broader strategy of integrating media, content, and insights into unified brand ecosystems. As OTT consumption becomes more mainstream across urban and emerging markets, media networks are increasingly positioning themselves as both distribution partners and intelligence providers.

The move also reflects a wider shift in the advertising and media industry, where research-backed content platforms are becoming central to how agencies engage with brands. Instead of standalone campaigns, there is growing emphasis on sustained ecosystems that offer recurring visibility and data-driven decision-making.