Powering on-demand-video

While hyper-scale data centers are already changing the way OTT players operate, the adoption of Blockchain will be a real game-changer for the sector

- NITIN JADHAV

Coronavirus is one word that took the world by storm. Literally, panic is in abundance; public transport is shut, and work from home is a norm these days. However, there is something else that is gaining popularity amongst those stuck at home in these times of crisis – OTT media platforms like Netflix, Amazon, Disney TV, Hotstar, etc. The OTT trend has picked up so much during the pandemic times that Nielsen has predicted a 60% increase in that online streaming making it necessary for players like Netflix and Amazon Prime, amongst others, to adjust their business strategies.

Thanks to deep internet penetration, cheap data, and exciting content, video consumption has been on a growth trajectory in India for some time now. The latest BCG-CII report indicates that the average digital video consumption in India has increased more than double to 24 minutes per day from 11 minutes over the past two years. As the report rightly points out, the rise in these numbers are also because of the increase of the OTT players in the country.

Over-the-top world view

There is no doubt about the fact that OTT technologies have disrupted the Indian entertainment landscape. Subscription-based, on-demand OTT platforms like Netflix, Hotstar, and Amazon Prime are slowly and steadily becoming the preferred medium of entertainment for modern Indians.