Increased popularity of over-the-top (OTT) entertainment is threatening the current dominance of conventional television in India, with the introduction and expanding popularity of many digital platforms providing freedom to the world's second-most populous country.
The Expansion
One of the most important factors contributing to the worldwide spread of over-the-top (OTT) services is their ease of use. All you need is a high-speed internet connection as well as a gadget that is compatible with the service. But for Netflix, the extraordinary road of reaching five million Indian customers was a little bumpier than it should have been.
Even while metropolitan regions had become well-versed in the digital world, rural communities were still struggling to have access to the internet. So, how did things go with the expansion? The following were the two most important contributors:
â- The fast proliferation of smartphones, as well as their usage for digital consumption, is a major concern.
â- With the introduction of low-cost high-speed internet from service providers such as Reliance Jio
As cellphones made their way into more remote areas of the nation, the prevalence of over-the-top (OTT) services became increasingly obvious. In terms of the effect, the Indian audience gained access to high-quality and diversified material that was suitable with a variety of devices. In contrast, platform developers and manufacturers have begun to recognise the demographic potential of their products. Already in India, native platforms like SonyLiv and Hotstar had captivated the attention of viewers with regional programming and live sports streaming, long before Netflix stepped into the scene.
The Effect on Different Age Groups
Children have reaped significant benefits from the vast amount of information accessible across several platforms. The rise of edutainment and the availability of free material on major over-the-top (OTT) apps have enabled children to both enjoy and educate themselves online.
In India, the young represent the majority of the audience for over-the-top (OTT) content. Entrepreneurs and professionals alike have embraced over-the-top (OTT) as a part of their everyday routine. "Netflix and Chill" has found its way into the urban lifestyle, where it has taken on the role of a companion as well as entertainment.
To the senior population in India, the regular content updates provided by over-the-top (OTT) platforms have seemed to be a blessing. While couples may enjoy the highlights of their time together, people who are alone have access to a multitude of spiritual and religious material to keep them company.
Conclusion
The growth of OTT into new areas including edutainment, health, and fitness has further strengthened the company's position in the future. As a result, it has opened up new opportunities for content providers, and the Indian public has begun to see it as more than simply a source of amusement. It has transformed into a companion for the lonely and a mentor for the young.
The absence of regulation on over-the-top (OTT) services, on the other hand, continues to be a significant source of anxiety in the average Indian home. In today's culture, it is looked upon for parents to be unable to prevent their children from seeing 18+ material.
There is little doubt that online video streaming (OTT) will continue to revolutionize society and will have an even greater influence in the future years, even while attempts are made to control it in India.
