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OTT platforms are broadening content to attract wider audiences, transitioning from niche to mass appeal programs like "The Family Man." Investment in original content is rising, blurring lines between creators and platforms. Recognizing regional diversity, OTT players are investing in regional content. Live streaming is gaining popularity, particularly for major sports events and entertainment shows.
We help you expand your content's reach by syndicating it across various platforms, reaching diverse audiences, and maximizing your content's value. The evolution of OTT platforms in India has shifted from catering to niche audiences towards a more inclusive, mass appeal approach. Previously targeting English-speaking urban viewers, major platforms like Netflix and Amazon Prime Video are now investing in local content and original programming designed for broader audiences, exemplified by the success of shows like 'The Family Man.' This shift also involves recognizing the importance of family-centric dramas with comedy and clean language to attract a wider demographic, as observed in the strategies of platforms like ALT Balaji and VOOT. Simultaneously, the OTT landscape is witnessing significant investment in original content, blurring the lines between content creators and platforms. While this has fueled user engagement, there is a need for a delicate balance in investment considering the dependence on advertising-based revenue models. Additionally, acknowledging India's linguistic diversity, OTT platforms are strategically creating content in regional languages to tap into the vast and varied audience. This regional focus is seen in platforms like Hotstar, Voot, and Sun Tv, aligning content offerings with the linguistic preferences of the diverse Indian population.
As we see, OTT could not get under the mass consumer segments because of which content was produced for a niche particular audience. For example, Netflix has a largely restricted english speaking audience located in urbanareas and if we see even Amazon Prime Video’s and also Hotstar’s contentplay is mostly urban based. And to look at it like this, our audience mostly in India comes from a middle class.But now these major platforms are also investing in building local movierooms and original content designed with a wider and more mass appeal.Once known for niche content such as select movies and catch-up TV, theOTT market is creating content for the mainstream audience like ‘The Family Man’ on Amazon Prime Video and many other platforms too are focusing on it. OTT players are also recognising the importance of the well-trief drama formula of family with comedy and clean language to attract the masses, example is ALT Balaji, VOOT, etc.
Investment in original content is taking its pace in the OTT platform rapidly. Original content primarily enables platforms to create differentiation and drive user engagement and stickiness. The significance of content for an OTT player has led to the blurring of lines between content creators and platforms. For instance, VOOT extended an offer to ‘Big Boss’ to give their clips which are not aired on TV and generated more than hundred million viewers for ‘Big Boss’ in the first two months of its launch in 2016. The original content platform owns all the essential intellectual property rights from the outset. However, the investment in original content needs to be balanced with the economics given the dependence on AVOD models.
Our country is diversified in a lot of languages and there comes the chance of creating regional or local language content. Since we are a population of 133 crores Indians, our language also varies on a large scale. Nearly 60% of regional language based internet users prefer to consume regional news. Consumers today spend about 50-60% of the average time on Hindi videos, followed closely by 35 to 43% on regional content videos with only 5 to 7% on English. The OTT players are recognising the regional opportunity and thus are planning investments in creating original regional content. Some of the creators are Hotstar with 8 languages, Voot in Tamil, Marathi & Kannada since 2017. Sun Tv also recently launched its OTT platform Sun Nxt which offers 40000+ movies with all South Indian languages. Some other content following Kid's choice videos are also taking its charge in OTT platforms.
Live streaming has become a thing since OTT platforms started their race. It is immensely growing with each day passing by. All the major sports events, news, high-profile entertainment events, concerts and product launches are doing their traction in live streaming. Not just OTT platforms, social media networking websites like Facebook, Instagram, Snapchat, YouTube have also activated their live streams where users can share their real life experiences. There are a lot of OTT platforms like Hotstar (live cricket matches, hockey, races, kabaddi, football matches), Sony Liv (live cricket matches, football, wrestling, golf) are the examples of live streaming.
