As cinema halls take a back seat, there is an unprecedented boom in the OTT Market across the globe due to the pandemic situation. Just like it is with the rest of the world, OTT viewership in India is at an all-time high now. While OTT platforms were making a mark for themselves in the Indian market, the COVID crisis accelerated the process. From just two OTT platform provider in 2012 to about 40 players now, the OTT revolution has come a long way in India.
Assuming the crisis is not going to get over anytime soon, here is a brief outlook on what could be the future of OTT in India:
Especially around the younger population and the conducive environment, gaming could emerge to be a major beneficiary of the overall digital ecosystem. Media companies and OTT providers especially can look at adding gaming as a potent extension to their ecosystem offerings.
OTT platforms have helped keep the sanity intact in these difficult times by being a major source of entertainment. Almost every streaming service under the sun is offering free trials and consumers are lapping up the trials. However, the real test is customer retention achieved not just with great content but also great technology. To provide a seamless experience for content viewing, OTT providers need to adopt technology in all the phases of the OTT subscriber’s lifecycle, and it starts with content discovery. Application of AI & ML will help personalize the search experience by understanding the customer psyche and offering the right content at the right time.
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