With the emergence and rising popularity of multiple digital platforms, OTT entertainment is challenging traditional television’s dominance in India. According to a survey by the Indian Communications Institute, digital platforms are freeing the world’s second-largest population, making them more accessible to the public than ever before (ICI).

The audience has experienced a seismic shift in terms of material quality and quantity from Ramanand Sagar’s Ramayana (1987) to Hwang Dong-hyuk’s Squid Game (2021). Brand marketers are even leveraging in-demand OTT content to drive interaction on digital media, demonstrating the influence on various levels of society.

According to Consultancy., the OTT industry in India has grown from 181 billion minutes in 2016 to 204 billion minutes in 2021. There is no disputing that OTT is gaining ground. But what prompted this expansion, and how will it affect India’s varied audience? Betway’s Satta Matka crew is on the hunt for answers.

Viewership of OTT Platforms in India

In the last several years, digitalisation has advanced at a breakneck pace. The epidemic alone resulted in a massive increase in OTT platform viewing in India, with the 15-35 age group consuming the most OTT material. MICA’s Centre for Media and Entertainment Studies (CMES) produced a paper that stated:

• By 2023, India will see massive growth in OTT subscribers. There are currently 350 million users, but this number is expected to rise to 500 million by 2020.

• With 43 million users, Disney+ Hotstar is India’s most popular OTT platform, followed by Amazon Prime (17 million subscribers) and Netflix (5 million subscribers).

• Hotstar has a monopoly on the OTT market, with 29% of total viewing. In 2020, the platform’s income was estimated to be over 16 billion Indian rupees.

• By the end of 2023, 85% of Indian customers will be internet-ready. The average age of paying OTT customers is 35-44 years old.

• Many venture capitalists and business tycoons are now investing a total of $1 billion in the OTT market.

• In recent years, the male viewership has grown by double when compared to females.

• The younger generation has the largest use of OTT platforms. Men between the ages of 15 and 30 consume the most OTT material.

• The 25-35 age bracket is the most likely to consume OTT material among women, and this figure has risen during the epidemic. When compared to males, however, they generated less than half of total consumption.

The Expansion

The ease of use of OTT is one of the main reasons for its global spread. All you need is a compatible device and a high-speed internet connection. However, India’s extraordinary road to five million Netflix customers was a little rough. While metropolitan regions were well-versed in the digital world, rural communities were still in desperate need of it.

So, how did things go with the expansion? The following were the primary contributors:

Smartphones are becoming increasingly popular, and their use for digital consumption is on the rise.

The introduction of low-cost high-speed internet from companies like Reliance Jio The popularity of OTT grew increasingly obvious when cellphones reached rural areas of the country. As a result of the effect, the Indian audience now has access to high-quality, diversified material that is cross-platform compatible. Platform creators and producers, on the other side, began to see the potential of the populace. Domestic platforms like SonyLiv and Hotstar captivated the public with localised programming and live sports streaming long before Netflix arrived in India.

The Impact on Age Groups

In India, the youth make up the majority of the OTT audience. OTT has become a part of the everyday routine for both entrepreneurs and professionals. The ‘Netflix and Chill’ notion has made its way into the urban lifestyle. While couples can enjoy the highlights of their time together, people who are alone have access to a wealth of spiritual and religious information.

Urban vs Rural

In India, rural areas account for 65 per cent of OTT content consumption. This demonstrates the population’s reliance on regional language material. Channel providers such as KPMG Eros Now, Zee TV, and Sun TV have developed their own OTT platforms in response to the high demand for regional programming.

Conclusion

In the average Indian household, the lack of regulation on OTT remains a major concern. It is frowned upon when parents are unable to keep their children away from 18+ content. OTT will continue to revolutionise society, and in the next few years, it will have an even greater influence.