Since the outbreak of COVID-19 in March2020, and the
subsequent national lockdown, India has seen a major increase in OTT use,
posing a challenge to the television industry. OTT platforms were previously
only common in urban areas and among the upper middle class. People were
confined to their homes and had few choices for entertainment due to the
national lockdown. The movie theatres were all shut down. The trained middle
class found entertainment shows on television to be uninteresting. As a result,
they started watching international TV shows on OTT channels such as Netflix
and Amazon Prime. Scam 1992 on SonyLIV, Paatal Lok on Amazon Prime Video,
Special Ops on Disney+ Hotstar, Flesh on Eros Now, and Asur on Voot were among
the OTT shows that held viewers hooked.
Over the last few years, OTT platforms/streaming
services have seen explosive growth in India and other parts of the world.
They're on the verge of displacing cable and satellite pay-tv. According to
estimates, the demand for video streaming services could reach Rs 4,000 crore
by the end of 2025. India had a total of 29 crore OTT platform users as of July
2020.
To watch the content, you'll need an internet
connection and compatible hardware, such as smartphones, tablets, laptops, or
smart TVs. Instead of following a schedule or waiting for their
favorite shows and movies to air, these platforms allow users to stream OTT
content at any time. One of the many reasons why OTT
platforms are becoming more common is because of this.
When televisions first became available in India,
people were enthralled by the prospect of watching movies and shows from the
comfort of their own homes. As the transition from radio to
television began, so did the ideas of advertisement, entertainment, and news.
Similarly,
OTT (over-the-top) platforms are increasingly displacing television due to
their superior functionality.
To appeal to a broad audience, OTT platforms offer a
variety of regional, national, and foreign movies and web shows. Cricket
and football matches are also available for live streaming on some OTT
websites. You can watch them whenever you want, no matter
where you are. What you need is a good internet
connection and a subscription. This is the reason for the immense popularity of
these OTT platforms and now it not just has ended its attraction with the youth
but has also encircled the elder generation.
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