The emergence of multiple platforms like Netflix, Amazon Prime and others has made the entertainment space all the more competitive in India. This shift from television to the digital space is a testimony to the fact that OTTs are here to stay.
Gone are the days when Indian families used to gather around their television sets to watch their favorite shows. With time, entertainment consumption patterns have changed. The advent of Hotstar, Netflix, Amazon Prime Video and a plethora of other platforms has brought about this change. Among the millennials, these platforms are all the rage due to their fast-paced lives. So, they carry a world of entertainment in their pockets. And now online entertainment space is not just about YouTube alone. The soaring demand for digital content can also be attributed to cheaper internet data plans and burgeoning smartphone sales. It all began in 2016, when the biggest international players in the domain such as Netflix and Amazon Prime marked their entry in the country. By the end of the year, India had 160 million digital video viewers and the figures have only increased since then. The digital space is now brimming with content — Over the Top (OTT) platforms are providing all sorts of entertainment on a click.
India has a composite culture and every other state has a language of its own. In the online space, YouTube has 250 million monthly active users, out of which only 12 percent consume English content. After Hindi, video content is mostly consumed in Tamil, Telugu, Kannada and Gujarati followed by Bangla. “When I launched my first Bengali show, we saw traction from Bangladesh. That is the power of content. Then we launched our Tamil show, we saw traffic from the Middle East, Singapore and the US because tamil-speaking population is spread across the world,” says Manav Sethi, former chief marketing officer of ALT Balaji, who also invests in startups.
TELEVISION VS OTT
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