I had the pleasure of speaking with Samir Asthana, Head of OTT Distribution at Studio71, about how his team is reshaping the future of content distribution—particularly in the FAST space. What emerged was a deep dive into how digital creators are evolving into full-fledged media brands and how Studio71 is at the forefront of that shift.
Samir gave us a detailed look at his role, overseeing VOD, FAST, and emerging platform strategies for creator content. Studio71 repackages YouTube-native content into episodic TV formats for streaming platforms.
“When I first started, we were just trying to get our foot in the door,” Samir explained. Many traditional platforms viewed YouTube creators as “UGC” and dismissed their work as low-quality. But once a few pilot channels launched and started outperforming traditional content, Demand for creator content grew amongst traditional platforms.
Studio71’s goal is clear—especially when Samir talks about creators becoming media empires. Platforms initially demanded creators with 10 million+ subscribers, but Samir argues that “recent views matter more than legacy subscriber counts.”It’s about current audience engagement, not just historical data.
One of the most insightful moments from the episode is when Samir explained how Studio71 creates FAST channels. It’s not just slicing content into episodes; it’s about creating immersive “brand worlds.” They produce bumpers, transitions, and even fictional skits to boost retention. As Samir puts it, “We want viewers to feel like someone cares about curating an experience for them.”
His own background as a live streamer gives him a unique perspective on creators. “I know my viewers by name. I know their stories.” That sense of personal connection drives Studio71’s programming and branding philosophy.
Looking ahead, Samir is optimistic about 2026. “We’ve proven that the creator model can work. Now platforms are ready to bet big on digital creators.” Studio71 is preparing to launch multiple new FAST channels this year, and the momentum feels unstoppable.
Key Topics:
● How Studio71 repurposes creator content for OTT and FAST platforms
● Shifting industry perceptions of YouTube creators
● Challenges and opportunities in the FAST channel landscape
● Why recent engagement metrics matter more than subscriber count
● Building cohesive, branded viewing experiences
● Samir’s personal experience as a live streamer and its influence on his work
● Studio71’s plans for launching new FAST channels in 2026
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