INDIA'S TOP OTT PLATFORMS

The first-ever comprehensive research in India by Voice&Data-Mozark-CMR ranks the country’s OTT platforms on their functional experience and emotional quotient

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An over-the-top (OTT) media service is a streaming media service offered on to viewers via the net. The OTT bypasses cable, broadcast, and satellite television platforms, the businesses that historically act as a controller or distributor of such content. OTT platforms were widely popular in 2020 as it promised to entertain the customers when they needed it during lockdown, which had restrained the people movement and most of the other entertainment channels were facing the hardship due to lockdown. These time most of the apps plunged into the wagon but some gained more and some a little less.

Riding on top of the massive surge in demand during the lockdown and growing mobile internet connectivity, India has emerged as the world’ fastest growing OTT market; it is expected to grow at nearly 30% CAGR over next five years. In terms of revenue it is likely to exceed USD 3 billion during the period.

No-doubt the content in OTT is the biggest driver for attracting customers. At the same time user experience is equally important. User experience ensures the loyalty of the customers towards a particular platform so that they can come again and again to the same platform for viewing their favourite show, movies and other content.

With the rise in OTT popularity, there are many who believe that digital TV may replace satellite TV completely. In order for that to happen, user experience on OTT platforms will need to match that of the satellite TV. Users will need seamless streaming experience and the OTT players will need to be more responsive. Besides, all these features will need to translate into customer satisfaction, which will lead to high recommendation (advocacy) and disposition.