Trends and Predictions for the OTT Industry in India

OTT Trends : Nagin, Kulsthree, and Dayan swag no more stir excitement in Indian TV audience who are now getting attracted towards original and more realistic content like Living Edge on OTT Platforms in India. According to a report by Broadcast Audience Research Council India (BARC) India, many OTT platforms in India have registered 5% growth in viewership in a week between March 13 & 19 2020 when coronavirus has been declared as a pandemic. A report by Redseer states the OTT content consumption grew by 35% growth during the lockdown in India. As of June 2020, currently, there are 95 leading OTT platforms in India focusing on music, audio streaming, video, and other categories. Various reports suggest that in a few years, OTT industry in India will claim a huge market share of entertainment revenues. Are you eager to know the current OTT  (Over The Top) trends and predictions for the OTT industry in India? If yes, stay tuned to know more.

Increasing Demand for Good and Unique Content

All these years, the television industry in India has been focused on churning the content that picked viewers interest. Fantasy, epic, family dramas, where the popular genres. However, with the emergence of OTT Video Solutions, there has been a paradigm shift in viewers interests. Today, content creators are experimenting with content genres that were earlier considered risky. Then there are multidimensional OTT platforms that cater to all types of the audience by offering original and syndicated content in various genres like romance, action, family entertainment, and so on. It doesn’t matter whether the platform is local or international, people equally love good and unique content.

The Demand for Vernacular Content Is High

A report by KPMG says that the demand for vernacular content is on the rise. The regional markets will continue to grow in the coming years. The OTT Video Solutions in India is one of the complex ones due to various regional languages and cultures. Nowadays, global players targeting the OTT industry in India are focusing on localization of content because it would allow them to connect with regional users and expand their viewership. According to a study, there will be 2.5 times more vernacular viewers than English viewers in India by 2021. In 2018, the viewership for regional content was 40%. Taking a cue from reports on OTT trends in India nowadays OTT players are hiring writers who can write, translate, and dub content from English to regional languages Hindi, Bengali, Tamil, Gujarati, and Telugu. Many such Platforms are a few leading vernacular OTT platforms in India adding to these,21 other OTT players are shifting their focus to this sector.

Binge-Watching Will Increase in Future

Do you know the OTT platforms in India have become new influencer marketing platforms, too? How? As many new low and mid-budget movies have been released on Over The Top platforms. They have been widely discussed across social media platforms. Nowadays, people are watching reviews on social media platforms before watching the

movie on platforms. Similarly, they are also discussing the new series that have been released. A study by KalaGato says that platforms has reported up to 80% growth in content consumption, as well as 200% growth in subscriptions, within a span of a few weeks. Similarly, channels has confirmed that Indian viewers form the major portion of its 50 million-plus viewer base across the globe. Many industry experts predict that binge- watching will continue to grow in India and will remain as one of the hottest OTT trends even after the pandemic situation normalizes.The OTT Platforms in India currently looks growth-driven due to increased content consumption and internet penetration. Both international and local players are competing for increasing their market share. However, along with good content, these platforms also require good technology investments. If you are a regional or global player looking to expand in India, you must partner with a trusted OTT services company like RGB Broadcasting. The company offers OTT solutions and help its clients set up a scalable infrastructure that can manage the increasing load. The company provides customized business solutions to its clients. You can get in touch with the team at RGB Broadcasting to know more about their OTT capabilities and other broadcasting services.