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.
This story is from the February 2021 edition of Voice and Data.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the February 2021 edition of Voice and Data.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
Navigating Social Media Risks With AI
Amidst the complexities of social media, harness the power of Al to protect privacy, enhance mental health, and combat misinformation effectively
V&D leadership forum explores the future of a connected world
The TLF was attended by 250+ technology and business decision-makers and policymakers across the communication and broadcasting sector
Data, chips, and India's AI mission
The Rs-10,372-crore initiative seeks to position the country as a global Al powerhouse, enhancing its capacity for research and innovation
Where jellyfishes work better than whales
Edge Distributed Computing is revolutionising Supercomputing, offering agility, cost-effectiveness, and real-time decision-making
The unexpected shift
Disillusioned from the Cloud, more organisations are now looking at cost-effective, secure prefab containerised Edge Data Centres for business agility
The Silicon game: Reaping 5G gold
In-built hardware can be a big amplifier for 5G adoption, reshaping connectivity paradigms and fuelling innovations in telecom, IoT, and beyond
New video streaming to shake up the data market
D2M technology paves the way for data-free video streaming, offering broader content access while potentially unsettling the telecom sector
Pathbreakers of the Year (2023)
The vision, determination, and groundbreaking initiatives of three discerning telecom industry leaders have been pivotal in laying the foundation for the seamless deployment of the world's largest 5G networks within record time.
Lifetime Achievement (2023)
Aluminary in India's telecommunications landscape, Mukesh D Ambani stands as a beacon of transformative leadership.
Telecom Person of the Year (2023)
A bureaucrat par excellence, K Rajaraman's visionary leadership has been instrumental in driving domestic telecom equipment manufacturing and streamlining decision-making processes within the DoT.
