Notes

The Rise of OTT platform in India

VOD (video-on-demand) should not be confused with OTT. The latter also allows you to stream videos to many devices, albeit this does not have to be done through the internet. VOD can also refer to users' downloaded files and even DVR content that has been recorded. OTT content is only available on the internet, and it is generally unavailable elsewhere.


In India, the best OTT platforms are:

In India, there are far too many OTT services to choose from. If you're unfamiliar with them, it can be challenging to select the ideal one for you. The type of material you want to stream will determine the OTT platform you use. Sony Liv and Disney+ Hotstar have TV series, movies, and sports. In contrast, Amazon Prime Video and Netflix have some of the best original shows and movies. The specifics of the OTT platforms that are now available in India. Existing broadcast channels have launched OTT platforms like Voot, Sony Liv, and Zee 5 to stay relevant and cater to the movement in the audience from television to OTT platforms. However, most of their programming on these channels is identical to that which is presented on television.


OTT platforms are on the rise.

The COVID-19-induced shutdown resulted in a massive surge in online material consumption. OTTs in India used to be a niche market. As movie theaters closed, many people turned to OTT sites for entertainment. To minimize costs, even producers discovered that streaming platforms might be used to release their films. Last year, the term "over-the-top" (OTT) became commonplace in the film industry. However, when things return to regular and movie theaters are now permitted to operate at total capacity, the number of OTT releases may decrease this year. While this is unlikely to significantly impact on best OTT platforms' revenue, it will undoubtedly drive away from some moviegoers who prefer to view films on the big screen in theaters.


The OTT business approach is as follows:

Advertising video on demand (AVOD), subscription video on demand (SVOD), and freemium and transactional video on demand make up the OTT market (TVOD). The ad-based model (AVOD), in which commercials generate revenues, dominates the market; but, the subscription-based demand (SVOD) increases. Netflix released a mobile and tablet-only plan at INR 199 per month in 2019 to attract new members; nevertheless, even with this new plan, Netflix is still quite expensive for price-conscious users. Amazon Prime Video announced the direct-to-digital release of several Indian films in May 2020, while ZEE5 confirmed 15 direct-to-digital titles for FY21. As part of their strategic initiatives to improve subscription rates and ensure that consumers can watch their preferred shows at a reasonable cost, major SVOD operators introduce pack durations and sachet pricing. This strategy may aid OTT services in gaining traction among India's price-conscious consumers.


Conclusion:

The Indian audience that appreciates uncensored content is particularly concerned about content control on OTT platforms because they do not want saas-bahu serials. They are seeking great content, which, let's face it, these serials will never be. This decision appears to have disappointed the audience. We all hope that OTT platforms will find a way to distribute their material without going through the entire censorship process!

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