Over The Top Media services which are popularly known as OTT platforms have been gaining worldwide popularity because of their provision of direct streaming services. Some of them like Amazon Prime and Netflix have been the frontrunners all around the world in the past few years. When it comes to India, the story is a little bit different as of now. Counterpoint Research had revealed a report back in 2018 that Hotstar happens to be the most popular OTT platform in India followed by Amazon Prime and SonyLIV. Well, the strange part here is that Netflix ranks fourth in this category.
No one can, in fact, deny this fact that local OTT platforms in India like Alt Balaji, SonyLIV, Voot, etc. are giving tough competition to the foreign ones like Netflix. The reason behind the rise of these services in the country is quite obvious – the increasing amount profit generated in the Indian market. Now that the competition is increasing day by day, most of these platforms are focusing on dishing out originals for the viewers instead of hosting foreign content. We all know how the Netflix original Sacred Games and Hotstar’s Sarabhai vs Sarabhai gained immense popularity among the audiences.
Now, there is another reason behind the popularity of the local OTT platforms which is – they are free of cost! Well, a viewer will definitely be inclined towards free streaming services rather than wasting money on the subscriptions that are required for foreign platforms like Prime Video and Netflix. It’s actually a good thing that the consumption of digital media in India has increased over the years and will continue to do so in the future. This is the reason why many of these OTT platforms have been very strategic about their approach to the consumers.
According to some of the latest studies, the consumption of digital media has increased immensely in the smaller towns of the country. OTT platforms like Zee5, Voot and Hotstar have witnessed a rise in the number of viewers from tier 2 and tier 3 cities in the country. The reason behind this is quite obvious that consumers love the idea of free content. Moreover, many of these platforms also host regional programmes including web series that pique the interest of the audiences. On the other hand, the demand for foreign OTT platforms like Prime Video and Netflix is still prevalent in the bigger cities and metros in India.