CONSUMPTION PATTERN OF OTT PLATFORMS IN INDIA

Abstract

India is a potential country standing at an inflexion point for the growth of Over-The-Top (OTT) platforms responsible for the new evolution of the media and entertainment sector.This has contribution from population belonging to both urban and rural background where access to smart devices has exponentially increased due to lower prices and cost-cutting data packages.Internet penetration, enhanced supply of an assortment of quality content in foreign and regional languages, ad-free shows and binge watching have altogether resulted in the rise of OTT in the country. Favourable demographics,relevant engaging content, free content and the range of subscription plans for premium content show more scope for growth in the future.The broadly distributed population have access to their favorite content across multiple screens and spend almost one-eighth part of the day in watching their favourite drama, TV show or movie.The global and national players along with regional players have built different models for supplying content and generating revenues.The future has a lot more reliability over virtual platforms where there has been a major shift in the customer touch-point. The production houses in India have even shifted to these platforms for launching their movies and shows where they need not wait for Fridays.They spend millions for launching web series’ episodes or dramas because this shall be the heir of the traditional television, direct-to-home operators and smart or cable television. It is a brilliant alternative to movie theaters and multiplexes keeping in mind the viewers’ comfort and consumer-driven relationship.