India among the best countries for audience on OTT applications
The growing popularity of over-the-top entertainment (OTT) threatens the current dominance of conventional television in India, with the introduction and growing popularity of many digital platforms offering freedom to the second most populous country in the world.
One of the most important factors contributing to the global spread of over-the-top (OTT) services is their ease of use. All you need is a high-speed internet connection as well as a compatible gadget with the service. But for Netflix, the extraordinary road to reach five million Indian customers has been a little more bumpy than it should have been.
Even though metropolitan areas had become familiar with the digital world, rural communities still struggled to access the Internet. So how did it go with the expansion? Here are the two most important contributors:
● The rapid proliferation of smartphones, as well as their use for digital consumption, is a major concern.
● With the introduction of low cost broadband internet from service providers such as Reliance Jio
As cell phones find their way into the most remote areas of the country, the prevalence of over-the-top (OTT) services has become increasingly evident. In terms of effect, Indian audiences have had access to high quality and diverse material suitable for a variety of devices. In contrast, platform developers and manufacturers have started to recognize the demographic potential of their products. Already in India, native platforms like SonyLiv and Hotstar had captivated viewers’ attention with regional programming and live sports streaming, long before Netflix entered the scene.
The effect on different age groups
Children have benefited tremendously from the large amount of information available on multiple platforms. The rise of edutainment and the availability of free material on major over-the-top (OTT) applications have allowed children to both have fun and learn online.
In India, young people represent the majority of the audience for over-the-top (OTT) content. Entrepreneurs and professionals have embraced over-the-top (OTT) as part of their daily routine. “Netflix and Chill” found its place in the urban lifestyle, where it took on the role of companion as well as entertainment.
For the elderly population in India, the regular content updates provided by over-the-top (OTT) platforms have seemed to be a blessing. While couples can enjoy the highlights of their time together, single people have access to a multitude of spiritual and religious materials to keep them company.
OTT’s growth in new areas, including edutainment, health and fitness, has further strengthened the company’s position in the future. As a result, it opened up new opportunities for content providers, and the Indian public began to view it as more than just fun. He has become a companion for loners and a mentor for young people.
The lack of regulation on over-the-top services (OTT), on the other hand, continues to be a major source of anxiety in the average Indian household. In today’s culture, it is considered that parents cannot prevent their children from viewing material aged 18 and over.
There is no doubt that online video streaming (OTT) will continue to revolutionize society and have an even greater influence in the years to come, even as attempts are made to control it in India.