In India, the landscape of entertainment payment is intricate. The increase in digital content consumption. It stems from the convenience of accessible smart devices and cost-effective mobile data plans. As India moved from Doordarshan to Direct-to-Home (D2H) and subsequently to OTT platforms, there has been an undeniable evolution in the content consumption patterns of Indians. A report by Eros Now and KPMG highlights that an Indian viewer engaging with over-the-top (OTT) content. They spend about 70 minutes daily on video streaming platforms, with an average consumption frequency of 12.5 times per week.
Over-the-Top (OTT) Media in World
“OTT,” which stands for “over-the-top,” signifies a leap beyond conventional streaming through cable networks or platforms like YouTube. In India, the pioneering OTT platform was BIGFlix, introduced by Reliance Entertainment in 2008. In a subsequent stride, Gurugram-based Digivive launched the first Indian OTT mobile app, known as nexGTv, in 2010. This app not only offers on-demand content but also facilitates live TV streaming
nexGTv made history by being the initial app to broadcast live Indian Premier League (IPL) matches on mobile devices during 2013 and 2014. A noteworthy upswing occurred for Hotstar upon its acquisition of IPL live-streaming rights in 2015, leading to substantial growth within the Indian market.
Around 2013, the entrance of Ditto TV (Zee) and Sony Liv into the Indian landscape fueled significant momentum for OTT platforms. Ditto TV, for instance, functioned as an aggregator, featuring content from prominent media channels like Star, Sony, Viacom, Zee, and others. We can include YouTube as OTT, a popular platform. YouTube premium offers various premium shows which are not available for free. If you are looking for high quality audio music you this tool call YouTube to mp3 and download directly all music you like.
Currently, India boasts around 46 providers of over-the-top media services. These platforms distribute diverse content over the internet, signifying a robust and continually evolving landscape for OTT in the country.
Impact of OTT Platforms on India’s Entertainment
During the 1980s, the rapid increase of video cassette recorders and players (VCRs/VCPs) disrupted traditional cinema viewing methods. However, the emergence of multiplexes in major cities during the early 2000s led to a decline in the DVD industry and single-screen cinemas. Currently, the surge in popularity of OTT platforms is significantly impacting multiplexes.
A Media Partners Asia (MPA) report reveals that the Indian OTT streaming video market is undergoing its second growth phase. It is generating a total revenue of $3 billion in 2022. As of now, OTT commands a share of 7-9% of the entertainment industry’s revenue. With over 40 providers presenting original content across various languages, the industry is experiencing rapid and consistent expansion. The current count of OTT subscribers in India exceeds 45 million, projected to reach 50 million by the end of 2023.
Projections indicate that the OTT market is on track to become a ₹12,000-crore industry by 2023, driven by a compound annual growth rate (CAGR) of 36% from ₹2,590 crore in 2018.
Reasons Behind Increase in OTT Platforms
The rapid expansion and development of internet infrastructure have played a significant role in propelling the immense popularity of OTT within India. These factors empower OTT platforms to directly deliver content to viewers, bypassing the need for traditional distribution and media networks.
During the Covid-19 pandemic, when individuals were confined to their homes, the acceptance and demand for OTT platforms surged. These platforms emerged as a source of entertainment, helping people alleviate boredom.
Beyond just the convenience of on-the-go media streaming, OTT platforms provide the advantage of ad-free content consumption at an affordable cost. Additionally, users can download videos in various languages to watch offline on their devices.
Streaming platforms frequently offer television shows and films well before their television broadcast, making them an appealing choice for newcomers to the world of cinema films and web series, allowing them to amplify their excitement.
Seamless viewing experiences across multiple devices have become a crucial feature for OTT providers aiming to cultivate both a devoted fan base and a growing subscriber count. The multi-screen OTT experience has further contributed to the continuous expansion of the streaming industry’s user base.
The allure of OTT platforms lies in their requirement for quality and fresh content, in stark contrast to the seemingly endless conventional Indian TV serials that viewers have grown tired of. Many have regained their reputation in the limelight through these platforms.
Nowadays Free Movies Platforms are quite popular. Free movie websites have had a significant impact on the way people access and consume movies, and their influence can be seen in several ways:
Access to Entertainment: Free movie websites like fmovies provide easy and convenient access to a wide range of movies, including those that might not be available through traditional streaming services or in certain regions. This democratizes entertainment by making films accessible to people who might not have the means to pay for subscription services or purchase movies individually.
Cost Savings: One of the most obvious ways free movie websites are changing the world is by reducing the financial barrier to enjoying movies. Many people around the world cannot afford costly movie tickets or subscription services, but free movie websites allow them to enjoy their favorite films without incurring any cost.
Global Reach: Free movie websites enable global access to movies, transcending geographical boundaries. This is particularly important for people in regions where certain films might not be available in theaters or on mainstream streaming platforms due to distribution limitations or censorship. It allows individuals to experience a diverse array of cinematic content.
Cultural Exchange: With free movie websites, people from different cultures and backgrounds can explore films from around the world. This promotes cultural exchange and understanding, allowing individuals to gain insights into other societies, languages, and perspectives that they might not have encountered otherwise.
Independent Filmmakers: Free movie websites like Gomovies can serve as a platform for independent filmmakers to showcase their work to a broader audience. These platforms give smaller, less mainstream films a chance to gain visibility and recognition, helping to democratize the film industry and give a voice to diverse storytelling.
Challenging Industry Norms: The availability of movies for free challenges the traditional distribution and monetization models of the film industry. It encourages industry to innovate and adapt to changing consumer behaviors. Streaming services, for instance, have had to compete by improving their libraries, user experiences, and pricing models.
Piracy and Copyright Concerns: While free movie websites offer various benefits, they also raise concerns about copyright infringement and piracy. Filmmakers and studios might suffer financial losses due to unauthorized distribution of their content. This tension has led to increased efforts to enforce copyright protection and intellectual property rights.
Shift in Consumption Patterns: The availability of free movies online has contributed to a shift in how people consume content. Viewers are more likely to choose movies based on personal preferences rather than what’s popular or widely advertised. This shift challenges the dominance of major studios and mainstream productions.
It’s important to note that the impact of free movie websites is not universally positive, as they can also have negative implications for the film industry and content creators. Balancing accessibility with the rights and livelihoods of those involved in movie production remains an ongoing challenge in the digital age.
Challenges Faced by OTT Platforms
Security and privacy rank among the foremost concerns afflicting OTT platforms. It is imperative that user data stored on these platforms, including sign-in information and search history, remains safeguarded against unlawful exploitation.
A noticeable issue with OTT services is the absence of censorship. This loophole can inadvertently expose children to an array of unsuitable content.
For individuals with weak internet connections, the luxury of a seamless viewing experience remains out of reach.
OTT platforms present an extensive array of content, which, while advantageous, can lead to excessive dependence, potentially diminishing one’s social interactions. The issue of password sharing further compounds the problem by eroding the revenue streams of OTT platforms.
As more users turn to digital channels to stream content, piracy has emerged as a substantial drain on OTT platforms’ earnings. These illicit websites promptly offer all forms of digital content immediately upon its release on OTT platforms.
OTT platforms have long been favored for their ad-free content. However, a notable change is underway as Netflix, for instance, contemplates incorporating ads to bolster revenue. This prospect raises concerns among subscribers, who pay for premium services and would be denied the option to skip advertisements.
Summary
The rapid increase of OTT (Over-the-Top) platforms in India has been propelled by factors such as the surge in internet infrastructure and the shifting entertainment landscape. These platforms have revolutionized content consumption, offering viewers a direct and diverse range of media through the internet. From the pioneering efforts of BIGFlix to the mobile app nexGTv’s innovative live streaming of Indian Premier League matches, the journey of Indian OTT has been marked by milestones.
The emergence of platforms like Hotstar, DittoTV, and SonyLiv further diversified the content available to viewers. With over 46 OTT providers in India and millions of subscribers, the industry continues to grow, projecting a ₹12,000-crore market by 2023. However, the impact isn’t without challenges. While offering convenience and original content, OTT platforms also raise concerns about privacy, censorship, addiction, and piracy. As the landscape evolves, OTT’s influence on India’s entertainment ecosystem remains dynamic and transformative.
