Skip to main content

OTT Platform: The New Normal of The Entertainment Industry



Most of us have grown up watching a family TV at home. Programs to be watched were either pre-decided by elders or decided by the one who held the remote. Biological breaks were often synchronized with the commercial breaks. Kids would often bunk extra classes on Saturdays & sacrifice morning slumber on Sundays to watch their favorite superhero Shaktiman.

In this never-ending lockdown period, many of us may have realized that TVs are past their prime & the next big thing in the entertainment industry is OTT (Over The Top) platform.

OTTs once looked at as an alien concept are rapidly growing their roots in the entertainment industry today. In the lockdown period, OTT majors like Netflix, Prime Video, ZEE5 & MX Player have already posted more than 200% growth in their subscribers base.

What is really driving us to OTT platforms?

  • Boredom stemming from traditional TV providers: Repeat telecasts, fear-selling media & high decibel news debates on traditional TV.
  • Exclusive Content: Compelling, binge-worthy, original & home-produced shows exclusively made to stream on OTTs.
  • Enhanced Flexibility on OTTs: Availability & seamless access to content anywhere, anytime & without commercial breaks. Resume watching it from where you left-off. Skip recaps & intros. Make the next selection through a wide variety of recommendations based on your content consumption pattern.
  • Easy subscriptions & cancellations: Try free for a month & buy only if you like. Choose the best suitable plan, buy within few clicks & start streaming the next moment. Auto-renew or cancel the subscription at equal ease. 
  • Can’t afford it? Split it. Go for multiple screens & split the expenses among the multiple users.

Collectively, the exceptional viewing experience is what pulls us to OTT platforms.

In the industry largely driven by traditional TV providers, OTTs are making in-roads by giving their audience an Exceptional Viewing Experience.

Free Trials, Compelling & Binge-worthy Content, Enhanced Flexibility, Easy Subscription/Cancellation process, Affordable Monthly Plans  & even other trivial processes are developed keeping customer’s interests & experience in mind.

Millennials are the early adopters of OTTs as they demand greater flexibility at a minimal cost. They are constantly on the move & prefer to binge-watch the content on their devices.

Today, more than 30% viewership on OTTs comes from Millennials & 90% of them stream it on their smartphones.

Many of us may have subscribed Netflix & Amazon Prime Video to kill saturation & boredom coming from traditional TV providers but the exceptional viewing experience is what going to retain us on their platforms.

The “New Normal” will see a very minimal response to outdoor entertainment events like cinemas, theatres & stadiums. In the absence of such entertainment events, steady footfall on OTTs will continue to surge.

Comments

Post a Comment

Popular posts from this blog

Social End of COVID-19

The earlier record of Alexander conquering half a world is now held in the name of Coronavirus. With the speed swifter than blitz Krieg; Coronavirus has conquered a fairly large portion of mother earth with a minuscule resistance. It reminded me of many unopposed democratic victories of Indian Congress Party’s bigwigs back in the 70s. COVID-19 is burgeoning today across the world over the broths of ill-hygiene practices, government unpreparedness, lack of healthcare infrastructure, social fear & ignorance of fellow citizens. History has witnessed multiple pandemics over the years which were more deadly than COVID-19 is. Multiple plague outbreaks have claimed half of China's population & 1/3rd of Europe's population in the 19th century. India alone had seen casualties in the tune of 12 million during the world-wide outbreak of plague in 1855. Pandemics of Plague, Spanish Flu, EBOLA & H1N1 have haunted human civilization at regular intervals & what we learned fr...
Post a Comment
Read more

Work-Life Balanced?

The most celebrated silver lining of COVID-19 lockdown is work from home. The luxury once limited to the very few & selected sectors became obligatory across industries in lockdown. The most increasingly sought opportunity of striking work-life balance came as a blessing in disguise. Many seemingly impossible ideas will become “New Normal” & work from home is definitely one of them. Work from home once seen as an obligatory & temporary thing can be a permanent possibility in the near future. “Workspace”, one of the most expensive commodities in the business parks will be managed through work from home scheme. Pointless commuting hours, over-burdened public transport, flying fuel expenses & late toiling hours at work can be all sorted through the work from home scheme. The scheme doesn’t seem to have a flip side at all. But the story is different for those who have spent most of their careers in cubicles & cabins. I strongly believe, brainstorming meetings have...
2 comments
Read more