OTT platforms have been in India since the 2000s but they recently gained momentum in the Indian industry. The OTT platforms are surprisingly challenging the supreme Tv in Indian society. OTTs are continuously shaking up the entertainment market. As most of the television shows are available in these platforms and many others have wholly shifted to these platforms such as Big Boss OTT.
There are various video streaming platforms:
· Netflix;
· Voot;
· Amazon prime;
· SonyLIV; and
· Disney+Hotstar.
Reason for the sudden uprising:
During the Covid times, the OTT platforms grew a lot. People started watching more and more shows on such platforms. Quarantined people had no other entertainment arenas as theatres were closed off and no one was able to get off their houses
Minimal requirements of internet connection and a watching device. OTT platforms barely require anything other than the above. It can be watched on a smartphone, tablet, laptop, or television.
People started to take interest in short series such as Squid games, a Korean drama gaining utmost popularity in the country; or Bridgerton, a royal story about finding a groom for Bridgeton’s eldest. and many more. People have chosen these short series over long series the television.
Original contents remain the main feature of the growth. People are attracted by the original content and this user need is fulfilled by the OTT platforms.
The demand for regional content has diversely grown and been provided by these platforms earning the trust of the the’70-’80s generation, by basically the generation of parents.
There are now family subscription packs and offers which make it easier and cheaper to pay in comparison to Television.
So, these above may be considered the factors or reasons for the growth of OTT platforms in the Indian industry.
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