As UPI cements its position as India’s most widely used digital payment method, content platforms catering to mobile-first audiences are rethinking how subscriptions are managed. ChanaJor OTT, a platform focused on short and mid-length Indian-language content, is among those leveraging UPI AutoPay to make recurring payments simpler and more accessible for users.
Serving a largely mobile-first audience, ChanaJor OTT aligns its payment options with existing user behavior. According to founder and CEO Pratap Jain, UPI AutoPay allows subscribers to authorize payments once, enabling automatic deductions on renewal dates unless the mandate is cancelled. This removes the need for users to manually complete payments every month while ensuring uninterrupted access to content.
From a user perspective, the system reduces friction by eliminating reminders, repeat transactions, and missed renewals. For the platform, it helps lower failed payments and improves subscription continuity. The familiarity of UPI, especially across smaller towns and rural regions, further supports adoption by making subscriptions feel affordable and intuitive.
However, challenges remain. Jain notes that recurring payment mandates are still a new concept for many users. Hesitation around auto-debits, uncertainty about cancellation, and friction during mandate creation-such as multiple steps, PIN entries, app timeouts, and inconsistent bank messaging-often lead to drop-offs.
Despite this, UPI continues to dominate payments on ChanaJor OTT, accounting for the majority of transactions. Compared to cards, which involve multiple details and OTP verification, UPI payments are quicker and simpler, requiring only a PIN. Additionally, lower transaction costs make UPI AutoPay a sustainable option for platforms operating on affordable subscription models.
As digital content consumption grows, UPI AutoPay is increasingly shaping how Indian platforms design subscription experiences-balancing ease, scale, and cost efficiency.
