It is not just radio, television and theatres: THE RISE OF OTT

In the current digital era, advancements in technology and telecommunication are altering the status quo in the media landscape. A paradigm shift in the entertainment consumption from television, radio and theaters to over-the-top (OTT) platforms has occurred due to the COVID-19-induced lockdowns, resulting in a drastic increase of OTT platform users.

- Sowmya Raju

OTT platforms taking advantage of the pandemic

The pandemic made workers and employees adapt to remote working, changing work patterns and shifts. Additionally, as people looked for different sources of entertainment during lockdowns, the biggest and most used sources were OTT platforms like Netflix, Amazon Prime, Hulu, disney+, HBO, among others.

The increase in internet service providers, networks, smartphones, and technological updates has given rise to these platforms, allowing users to stream videos online. With the increase in OTT platforms, as of February 2021, there was a 45 percent increase in OTT consultation. India is the second-biggest consumer of OTT content next to the US.