Diverse digital platforms are gaining popularity in India, undermining conventional television’s dominance. Even brand marketers use popular OTT content to get people to watch their digital media content more. OTT platforms have a dynamic evolution in India, opening a variety of marketing strategies for people.
OTT Platforms Viewership in India
Digitalization has advanced significantly in recent years. The epidemic alone increased OTT platform viewing in India, where the 15-35 age group streams the most OTT material. The Centre for Media and Entertainment Studies (CMES) at MICA predicts massive growth in OTT customers by 2023. Currently, 350 million people use it, but it might rise to 500 million.
Disney+ Hotstar has 43 million users, followed by Amazon Prime (17 million) and Netflix (5 million).
The typical OTT paying user is 35-44 years old. The male audience has doubled in recent years.
OTT platforms are very popular among the younger generation. Even businessmen are investing in these platforms.
The Expansion
A major reason OTT is so popular worldwide is that it’s so easy to use. Rural areas didn’t have access to the digital world, but cities did.
Two important things that made a big impact:
Smartphone use and the cost of services will rise. Reliance As more people had cell phones in rural areas, Jio’s high-speed internet OTT adoption grew. Indians could choose from a wide range of high-quality materials that could be bought. Then, platform creators and producers began to see the demographic potential of their products. It was very popular in India before Netflix came. Sony Liv and Hot Star were popular before Netflix came.
The sheer amount of information that kids can get their hands on has been very important. Kids can now learn and have fun online with the rise of edutainment and free content on major OTT apps.
Entrepreneurs and professionals alike use OTT for their business and marketing every day.
Urban vs. Rural
OTT’s influence on rural and urban populations has been diverse. It turns out that rural Indians watch about 65% of OTT content.
New shows in Hindi, Bangla, Tamil, Telugu, and more have been produced. Companies in the same region as KPMG Eros Now, Zee TV, and Sun TV have built their own OTT platforms for their content.
In the country’s popular cities, people who love parallel cinema can now see exclusive films from all over the world that aren’t in the main western or Indian movies.
The rise in OTT Platforms in India gives rise to various career opportunities in this huge and diverse market. Both rural and Urban sectors are looking forward to Digital Marketing and Online Work from Home Jobs.
Summing Up
OTT’s move into infotainment, education, health, and fitness has ensured that it will influence career opportunities and lifestyle. It has brought new and unique marketing, entertainment, education, and health ideas. India is moving one step closer towards a Developed Nation after gaining a rise in OTT Platforms.
