Gone are those days probably when fights for TV remote often created strife in families and it's all because of the rising OTT waves.
It's been just a matter of a decade, when Indian youths started swimming towards subscription-based content to drive out from DTH prefixed programmes and all because of a single need that is “Freedom”, freedom to change and watch preferred programmes. As a result of this growing wave of interest in India for subscription-based content, soon digital content giants like Netflix, Amazon Prime, Hotstar and other Indian market players like Hoichoi, Voot, Alt Balaji and others leaned and started a new segment in the landscape. Let’s learn how quickly this change is taking place and how it can bring a new habit or interest.
Freedom to change, select and watch your preferred program
This new concept of complete freedom to watch whatever you want, at whatever time and wherever regardless of any particular restriction quickly filled the wishlist of most of the Indian youth. The subscription-based model in exchange of favorite shows with utmost liberty are constantly driving out the youth segment from conventional DTH services towards a modern and more savvy Over-the-Top (OTT) platform. As of today, over 50%-60% of the Indian youth are already into OTT platforms, which indicates the very prospect of the platform in the near future.
More youth-centric and better content
Compared to the conventional television channels which continue to create shows particularly of themes suitable for every age group, OTT has its own share of practice. Most of the shows in OTT platforms have dedicated maturity ratings practices and shows quite different from the regular programme sketches in TV channels. Contents in OTT appear to be more youth-centric, liberal, humorous and of independent choices. With shows like 'Money Heist', 'Family Man, 'The Dark' and popular others, youths are finding more connectable and relatable content. Not just that, film publishers and other independent content creators are seemingly perceiving OTT platforms to be more competent in terms of catering films and shows as well.
A new change of interest brought in by pandemic and lockdown
With the sudden unprecedented outbreak of the Covid-19 pandemic situation, the entertainment market was hit hard, nonetheless so were the dreams of entertainment seekers. This situational moment transformed the entertainment experience for many people with more lean on subscription-based OTT platforms to catch up with the latest movies and shows. Whilst, most of the film industries including Bollywood too found a newer place to screen movies at a lesser effort. People became more and more inclusive to this new change of practice where watching the latest movies came at the finger decisions while most of the movie theaters remained inaccessible or closed.
Innovation and society have a unique relation…which changes periodically every now and then. OTT platforms like Netflix, Amazon Prime and other homegrown players surely have become a new entertainment service provider for quite a many and is predicted to create more changes in the content industry in the future.
