Pricing and navigation key challenges for users as OTTs merge

The merger of video streaming platforms such as Disney+ Hotstar and JioCinema, MX Player and Amazon miniTV, and Warner Bros and Discovery may have bolstered content diversity, but offering viewers a seamless user experience while they transition to a new app could prove to be a challenge.

- Lata Jha

Sure, the content variety and improved offerings are a plus, but post-merger price points can spring a surprise, as content sometimes moves to higher paywalls.

"Every merger comes with growing pains. Pricing is the first big challenge—while bundling services can be great, there's always the risk of price increases or content moving behind higher paywalls. Consumers who were used to watching a show on one platform might suddenly find it moved to a premium tier elsewhere," said Kaushik Das, founder and chief executive of AAONXT, a platform specialising in Odia content.

Then there's content segregation—whether all the content will merge, or there will be restrictions based on plans. Lastly, there's awareness. Users need to re-learn where their favourite content is and adapt to new interfaces. These challenges, if not handled well, can frustrate loyal subscribers rather than enhance their experience, Das pointed out.