Why Popularity of OTT platforms Rising Day by Day?

In India, OTT services have altered how people view entertainment.

These OTT platforms' contemporary characteristics have shaken India's dominant television. OTT platforms continue to change entertainment scenarios as they approach one of the top economies and countries with a large population, such as India.

Nowadays, short TV shows like Netflix's Money Heist, Squid Games, and others are replacing traditional TV programs that last for years. The Indian public is starting to understand the importance of quality over quantity, which is a crucial component of OTT platforms. These entertainment platforms are becoming increasingly well-liked among the rural populace and the urban masses.

According to reports, "the OTT market in India has increased from 181 billion to 204 billion minutes of consumption in 2021." According to these figures, OTT will become the "new normal" for television.

Indian OTT platform's viewership situation

Every industry needs to employ digital technology, and OTT platforms provide a wide range of materials. The pandemic also brought on the rise of OTT viewers in India. The group aged between 15 and 35 makes up the majority of platform users. "India is predicted to observe a rise in the number of OTT viewers by 2023, compared to the current 350 million users," according to reports from MICA's Center for Media and Entertainment Studies (CMES). The projected increase in consumers is close to 500 million.

How Indians voted in favor of OTT streaming in every region of the nation?

Because they are convenient and only need a viewing device and a solid internet connection, OTT platforms have won praise.

However, these platforms did not suddenly become popular in India. It was challenging for OTT services like Netflix and Quickprime24 to reach 5 million customers.

However, OTT platforms were able to attract a rural subscriber base because of accessible technologies such as cellphones and inexpensive internet connectivity provided by companies like JIO.

Rural versus urban perspectives

The impact of OTT channels varies between urban and rural audiences. According to the report conducted by Ascent Group India, "nearly 65% of the OTT content consumption is from rural India, which has barely 40% internet availability." According to these data, regional language content is prevalent on OTT platforms, providing opportunities for regional content creators.

OTT platforms' effects on various age groups

Through educational media, OTT entertainment has begun to enter the lives of youngsters and adults. These apps facilitate fun and education thanks to their educational and free edutainment material.

Another significant group of OTT subscribers is the young population in India. Today, OTT channels are used by working adults and college students for information and pleasure. The urban Indian population has adopted the Netflix and Chill trend as their go-to activity.

OTT channels are not solely for younger audiences, however. The senior Indian population can easily access their preferred content thanks to features like content updates and availability in spiritual and local languages.

Takeaway

The expansion of OTT platforms is noticeable in the health and fitness, educational, and other sectors. These sites also provide promising opportunities for money to aspiring content producers.

Indians now use the OTT platform for purposes other than entertainment. The enormous, varied, and complex Indian OTT market necessitates careful planning.

In response to customer demand for new material, major global OTT providers like Netflix and Amazon have recently lowered their prices to 149 dollars per month for mobile users in addition to their other subscription options.