Media and entertainment industry experts said these steps aim at better monetization, as costs of content creation rise with the entry of more players. While many point out quality, rather than volume of content will become critical, others see bundling of apps by aggregators helping affordability. Some platforms have introduced different price tiers to cater to diverse segments.
Netflix, Amazon Prime and Disney+ Hotstar did not respond to queries.
“While consumer behaviour and trends undergo dynamic changes, all OTT (over-the-top) players are working towards profitability. The recent initiatives by OTT platforms reflect a mature market space and suggest that the industry is aiming for increased monetization as it anticipates consumers willing to pay more for premium services," Amit Dhanuka, executive vice-president at Lionsgate, said. The platform is focusing on offering premium and exclusive content as it has seen patterns where users find value in subscription-driven content, access to exclusive high-quality shows and personalized recommendations, Dhanuka said.
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