By Divya Dixit
Television was an enormous issue over which households bonded at house again within the day. Classic tv reveals like Ramayana and Mahabharata within the 80s, Hum Paanch within the 90s, and Kyunki Saas Bhi Kabhi Bahu Thi in 2000 have been a spectacle that the complete household loved. A collective viewing expertise was not a alternative however a pure development given the tempo of expertise, and most Indian houses owned a single tv. But as expertise progressed, web penetration ranges elevated within the nation, and with the appearance of OTT, viewing patterns witnessed a monumental shift in the direction of particular person viewing expertise. With extremely inexpensive web charges, India’s variety of lively Internet customers is anticipated to extend by 45% within the subsequent 5 years and contact 900 million by 2025 from round 622 million in 2020 as per the IAMAI-Kantar ICUBE 2020 report.
Another enhance to viewers turning to OTT got here in the course of the pandemic’s final two years. As shoots on tv reveals crawled to a halt, viewers more and more turned their consideration to OTT platforms for recent narratives. Several studies confirmed that viewing content material on OTT platforms elevated by two to 3 hours day by day. According to MICA Ahmedabad, of their “Indian Over-the-Top (OTT) Platforms Report 2020”, the very best quantity of OTT content material in India was consumed by younger male viewers in 2020.
Over the years, OTT has emerged as a strong platform to showcase a various and eclectic number of content material to viewers. With the lounge turning into the frequent room for work and play, the middle of household life, they now wish to see extra content material that may be loved collectively. Content on the OTT panorama is seeing a shift. As is the viewers. If a couple of years again, OTT meant particular person viewing expertise as individuals noticed their favourite reveals on their telephones, laptops or tablets, now it has historic reveals and household dramas. Pandemic created consumption shifts, bringing it to a full circle. This unprecedented occasion led to the emergence of co-viewing and the ‘living room experience’ at a large scale. It was additional fueled on the again of related units which noticed elevated gross sales throughout not solely the nation however the globe. Content creators are partaking with the temper of the nation and fueling the household viewing narrative.
Even although digitisation has enabled the elimination of market entry boundaries and fueled consumption of video ecosystem, the market is much more delicate immediately worth sensible than it was within the conventional TV ecosystem. In the longer term, the case for pockets share for an app turns into extra sturdy when viewers can discover particular person in addition to household viewing on the identical platform. As the content material consumption on good TVs will increase and subsequently related units gross sales improve; the UI/UX of apps on these units will enhance and we are going to see a phenomenon of additional speedy adoption of OTT because it transforms into an answer for all of the leisure wants from music, information, sports activities, motion pictures, unique, catch up and children’ leisure. Content will change into gadget agnostic, making certain parallel tracks of particular person or inclusive viewing.
The creator is SVP – income and advertising and marketing of ALTBalaji. Views expressed are private.
Source: www.financialexpress.com”