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OTT Platform: Famous Directors and Producers To Release Their Projects and When Everybody Was Either Working From

India has seen major growth in OTT platform subscriptions and viewership during the COVID-19 pandemic lockdown, as Indians spent more time streaming educational, fitness, and kids' content from these services. Most users are under 35 and located in major cities, with Hotstar being the leader followed by Amazon Prime and Netflix. The OTT market is expected to grow substantially by 2023, though platforms face challenges catering to India's diverse regional audiences.

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59 views1 page

OTT Platform: Famous Directors and Producers To Release Their Projects and When Everybody Was Either Working From

India has seen major growth in OTT platform subscriptions and viewership during the COVID-19 pandemic lockdown, as Indians spent more time streaming educational, fitness, and kids' content from these services. Most users are under 35 and located in major cities, with Hotstar being the leader followed by Amazon Prime and Netflix. The OTT market is expected to grow substantially by 2023, though platforms face challenges catering to India's diverse regional audiences.

Uploaded by

Keshav
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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OTT Platform

India has seen a major growth in OTT platform subscription and viewership especially last year
with the lockdown due to Covid-19. Indians in the lockdown are spending more time on over-
the-top (OTT) media services and viewing educational, fitness, kids related content.
Consumption.

 According to Valid Research, 89% of users in India are under the age of 35 years.
 5 metro cities account for 55% of OTT users using their free time for streaming the
different content available at OTT platform.
 Hotstar is the market leader followed by Amazon Prime, SonyLIV and Netflix.
 About 65% of people from the top 5 metro cities consume Amazon Prime and Netflix.

Nowadays. A web-enabled TV or any device that can connect through the internet like a desktop,
laptop, or tablet with an adequate internet speed can view the OTT content. The initial popularity of
OTT content started when Netflix has started showing original content instead of old boring movies
repeating pretty much every week. There are thousands of memes online about a movie that was
shown every week every month which is "Sooryawansham" and many may remember the movie
scenes by heart.The organizations have started developing OTT content and producing real shows
that youth may like.

Challenges
The biggest challenge for OTT is to correctly cater to regional markets which means more
diversification of content libraries online. While most of the OTT apps have started working on this -
a truly diverse and highly populated country like India will need precision when it comes to targeting
audience groups.
in 2020 since the beginning of lockdown the OTT platforms like Disney+Hotstar, Amazon Prime and
Netflix have seen an 82.63 per cent increase in time spent. According to valid Media and
Entertainment Reports, the Indian OTT market is expected to grow 45 per cent to reach USD 5
billion by the end of fiscal 2023. The competition in the OTT streaming space will push improved
user experiences and richer as well as diverse content to drive growth in downloads, usage, and
revenue giving television channels a hard run for their money.

Nowadays. A web-enabled TV or any device that can connect through the internet like a desktop,
laptop, or tablet with an adequate internet speed can view the OTT content. The initial popularity of
OTT content started when Netflix has started showing original content instead of old boring movies
repeating pretty much every week. There are thousands of memes online about a movie that was
shown every week every month which is "Sooryawansham" and many may remember the movie
scenes by heart. A sharp growth was acknowledged in the popularity of Netflix due to which many
giant organizations have started developing OTT content and producing real shows that youth may
like.

On March 21. 2020, when there was a nation-wide lockdown due to a global pandemic (Covid-19)
the Cinema halls were closed for an indefinite period the OTT service providers were reached out by
various famous directors and producers to release their projects and when everybody was either
working from home or studying from home OTT were the life saviour in their free time and provided
access to unlimited content comparatively as a reasonable price.

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