Time for OTT to go exclusive
Voice and Data|Seotember 2021
Better mobile network, low-cost bandwidth, and pocket-friendly handsets are driving the demand for OTT. Next on block is all-in-one personalized content package
RAMAN ABROL

Consumer tastes are dynamic and ever evolving. Nowhere else is this more obvious than in the content they consume. India as a media and entertainment market has been undergoing evolution with viewers’ tastes maturing. This, in turn, is leading to rising demand for original and varied content.

The COVID-19 pandemic has only accelerated the pace of change. Lockdowns and restrictions on mobility and socializing have confined people within their homes. In addition, lockdowns also necessitated closing down of cinema theatres and multiplexes. In order to address boredom and find new ways of keeping themselves engaged, people have naturally turned to OTT platforms for consuming good content. Film makers have also pivoted on OTT platforms for launching their new releases.

Other factors supporting the rising popularity of OTT amongst Indian consumers include factors such as better network bandwidth and connectivity as well as emergence of a range of pocket-friendly devices capable of streaming multimedia. A recent KPMG India report estimates that Indian online video subscribers will grow over 500 million by 2023 primarily due to these factors. This is also a reason why tier 1 and tier 2 cities are seeing a growth in the number of new OTT subscribers. This has led the media and entertainment industry to keep a sharp eye on the possibilities represented by OTT. Kenneth Research’s OTT (Over-The-Top) Market report for 2021 estimates that the Indian OTT market is set to reach Rs 237.86 billion (USD3.22 billion) by financial year 2025, from Rs 42.50 billion (USD576.73 million) in 2019.

Which content is capturing eyeballs?

Continue reading your story on the app

Continue reading your story in the magazine

MORE STORIES FROM VOICE AND DATAView All

"How Telcos can leverage the Metaverse Continuum Opportunity"

In an Email Q&A with Voice & Data, Saurabh Kumar Sahu, MD & Lead Communications, Media and Technology, Accenture in India, discusses the opportunities, trends that Metaverse presents, and how Telcos can leverage the Metaverse Continuum Opportunity.

5 mins read
Voice and Data
November,2022

Network Automation: Driving The Future Of Connectivity

Driven by the need to deliver more capacity and bandwidth, the networking industry is well on the way with network automation. Here is a look at how it is shaping up

7 mins read
Voice and Data
Seotember 2021

AI-Chips: The New Mobility-Chops

We know what AI is synonymous with. Here is how its core advantage of speeding up a process and adding precision to it translates into the realm of mobility.

8 mins read
Voice and Data
September 2021

Test-drive your internet of medical things

Effective manufacturing test has an important role to play in ensuring quality of connected medical devices. Here is how it can help

7 mins read
Voice and Data
Seotember 2021

Scale it with software

While a carrier network is confined by device, phone numbers, and the coverage area, software-driven real time network can enable better content delivery

5 mins read
Voice and Data
Seotember 2021

Beginning of the value+ era

As COVID-19 enters endemic phase and in-person entertainment makes a comeback, OTT players must offer more value and personalized service to retain viewers

3 mins read
Voice and Data
Seotember 2021

Time for OTT to go exclusive

Better mobile network, low-cost bandwidth, and pocket-friendly handsets are driving the demand for OTT. Next on block is all-in-one personalized content package

4 mins read
Voice and Data
Seotember 2021

Entertain, but analyze the risks too

There are multiple factors that make OTT platforms vulnerable to cyber risks. Similarly, there are multiple possible ways to manage these risks

4 mins read
Voice and Data
Seotember 2021

Let the (online) games begin – at the Edge

As consumers play to win, edge cloud helps to deliver gaming experiences faster and with higher performance to ensure lively and fulfilling digital experiences

4 mins read
Voice and Data
Seotember 2021

A booster Dose For OTT

5G can move the processing ability of handsets to cloud, increasing battery life, and thereby driving OTT audio and video consumption on mobile devices

3 mins read
Voice and Data
Seotember 2021
RELATED STORIES

A Reporter at Large: Second Nature

How rewilders in India are working to reverse environmental destruction.

10+ mins read
The New Yorker
December 19, 2022

PATHS HIDDEN IN PLAIN VIEW

If you've ever seen a makeshift dirt path connecting two sidewalks, that's a \"desire path,\" also known as a desire line or game trail.

1 min read
Popular Mechanics US
January - February 2023

After Affirmative Action

The Supreme Court is expected to rule racial preferences in college admissions are unconstitutional. How will that change american schools and society?

10+ mins read
Newsweek US
November 25, 2022

INCREDIBLE INDIA

FIRST TRIP TO INDIA NEW DELHI

6 mins read
Lens Magazine
October 2022

The Holi Festival

The Holi Festival of Colors in India is a celebration of the victory of good over evil, the destruction of the demoness Holika.

3 mins read
Lens Magazine
October 2022

The New Asian America

It wasn't always this way. We were not so often the headline. Our elders' safety was not a cause célèbre. We weren't even sure that we were a "we"-can so many people with so little in common say that? Still, there were a few shared things. Cooking ingredients, tropes we were sick of. And when the attacks first started in early 2020, we found we shared another: a terrible feeling of dread.

10+ mins read
New York magazine
September 26 - October 09, 2022

Gajan Festival India

This photo project is based on the theme "People & Culture" of India.

2 mins read
Lens Magazine
September 2022

India Chops Away At Internet Freedom

Modi’s campaign against fake news and security threats is cutting off political opposition online

3 mins read
Bloomberg Businessweek US
August 01, 2022

Lego Star Wars: The Skywalker Saga

A chip off the old block

5 mins read
Maximum PC
July 2022

A HIGHER CALIBER

With Over 20 Years as a USMC Sniper and Police Officer in Los Angeles, Victor Lopez is in His Element Educating Others to Be More Effective in Austere Environments

10+ mins read
OFFGRID
Issue 50