OTT platforms or Over-The-Top platforms have gained popularity across the globe, especially since the pandemic. OTT services allow access to all the contents including movies, TV shows and other forms of entertainment through the help of the internet.
The advent of OTT platforms has bypassed the requirement of cable and satellite systems for streaming. Today these services can be accessed through any electronic devices that are connected to the internet including computers, set-top boxes, smart TVs etc.
For a long period of time, content creation through OTT platforms has been largely out of the ambit of any form of censorship. Therefore these platforms have been able to showcase content that was controversial and groundbreaking.
As the popularity of these OTT platforms increased and the inflow of content in them increased, the government decided to step in. In February 2021, the government of India notified the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules 2021 so as to control the contents of these online platforms.
The regulations have a self-regulatory architecture with a three-tier grievance redressal system. In the first level, it is their self-regulation by their expected entities followed by the self-regulation that is exercised by the regulating bodies of these entities and then an oversight mechanism carried out by the central government.
One of the main reasons why the IT rules were introduced was because of the immense impact that various OTT platforms and social media had on the citizens of India. According to the government, these regulations are to keep an accountable control over the spread of dissent material, pornographic and other immoral and illegal activities as represented through these platforms. Moreover, it is also an attempt to reduce the menace of fake news.
As far as the OTT platforms in the light of the new IT rules are concerned, they were supposed to bring in a lot of changes including self-regulation into their ambit.
One of the changes that they ought to bring is the age verification mechanism that has to be done for content that is classified as ‘A’. These platforms have to follow a prescribed code of ethics, classify their content as universal, adult et cetera and develop an oversight mechanism that functions under the supervision of the information and broadcasting ministry.
One of the major reasons that OTT platforms and social media have got popular in the last few years is because of the fearless, safe space for the consumers. It has become a site for prolific content creation and self-expression. It cannot be denied that such freedom has had its own negative impact on the consumers of this content. However, blanket control over these mediums in itself cannot be healthy.
When there is government supervision over what is being done, it was only inevitable that there will be an ideological bias at different levels. It can have an adverse impact on the creative freedom of the respective creators directly and indirectly.
Subsequently, those daring contents that used to reflect the realities of society will have to take a back seat. One cannot ignore the extent of control that these regulations exercise the right to dissent.
Although the government has deemed these rules as progress and liberal, the rules also insist that the Significant Social Media (SSM) should remove the ‘unlawful’ contents within 36 hours of raising the issue. These rules are not only applicable to social media like WhatsApp and Twitter but also the OTT platforms.
Decreasing Charm of OTT Platforms
As far as the OTT platforms are concerned, one needs to look at the future of their USP. A thing that made these platforms stand apart was the variety and nature of the contents. They were not available through the general cable TV channels nor in theatres.
These platforms have become conduits of bringing quality content into the living rooms of interested audiences. They were developing as a democratic platform wherein people without a well-established fan base can pitch in their content in an efficient manner. However, with the imposition of ethical moral codes on the OTT platforms, these distinct features are going to be blurred.
A Popular Web series on Netflix – Sacred Games
There will be only one-sided, supervised and biased content that won’t have anything much to offer. Over time, we can witness the OTT platforms becoming just another replica of all the censored contents that were available before the advent of these platforms.
According to Sidharth Anand Kumar, the Vice President of Saregama Films and Events, “OTT is getting more popular and becoming a mass medium, there needs to be an onus placed upon makers and businesses to adhere to certain norms of civility but it is a slippery slope. Stories are a reflection of our life and times, and excessive censorship makes them seem fake and unreal, which drives audiences away due to a lack of authenticity. I’ve always felt that proper certification and even “trigger warnings” are a much better way to protect the interests of the business as well as the creative community and audiences”. However, these opinions become a feeble cry as long as the word ‘censorship’ is loosely defined.
Revenue generation is the most important part of a company’s sustenance, the OTT platforms will have to rely more on the advertisements than on content curation in itself.
Censorship v\s Quelling Dissent
The Information and Broadcasting ministry has made their rationale very clear to the citizens/ They believe that “All media must have the same justice system”.
It was when the idea of self-regulation by digital platforms failed that the government decided to step in to develop an institutional mechanism for the newly sprouted media. However, the ways in which the authenticity and freedom of content creation will be put in a tough spot is very evident with the extent of banned shows and series that had good viewership earlier.
One of the major examples is the pulling down of the popular series called ‘Bad Boy Billionaires’ from Netflix. The idea of censorship should be differentiated from the right to dissent. If not used categorically the OTT regulations can be misused as a way to water down opposing opinions in the name of censorship.
It is true that all media platforms should be under some control and oversight mechanism to prevent the spread of xenophobic and anti-national content. However, it should be clearly negotiated through very relevant aspects like freedom of expression and creative independence.
FAQs
What are OTT rules?
OTT rules are IT Rules introduced by the Indian government to regulate the content on ott platfomrs.
Is there any censorship on the OTT platform in India?
Yes, IT rules were introduced in 2021 to regulate OTT platforms.
Why should OTT not be censored?
OTT platfomrs should not be censored as it will end the creative freedom of ott platfomrs and will interfere with the content that viewers will consume.
Gone are the days when only the English language can be used by social media users to communicate. Thanks to various social media apps and the development of technology, people are now able to use their regional language while handling social media. Communication is possible for everyone and they are able to use the language they prefer without any problem.
When it comes to India, with a population of over 1.3 Billion people, the country is known for its diversity. As per the constitution of India, it has 22 scheduled languages and in total it has 121 languages.
Time has changed and the people of India are avid users of the internet, especially social media and they can do this in their native languages. In this article, we will talk about the report that is being released by ShareChat and GroupM called ‘Bharat- The Neo India’ and how businesses can benefit from it.
“Our native language is like a second skin, so much a part of us we resist the idea that it is constantly changing, constantly being renewed.” -Casey Miller
Bharat – The Neo India is a report comprised of ShareChat and GroupM both of them jointly conducted research to find out about the situation of the people who use the internet in their native language.
This report will help brands and businesses to understand online behaviour, the trends of internet consumption, and the way people use social media. People who are using Indic languages are called Bharat and people who prefer using the English language are referred to as India.
Why the Report is Important?
The report made after the thorough research is important because of the reasons below:
This will help the businesses to understand the behaviour of the people who uses the internet in their native language.
It will help the businesses to form a proper marketing strategy to grab the attention of Bharat and engage them in their business.
It will expose all the common misconceptions regarding the people who prefer the Indic languages while using the internet.
Bharat vs India: Which One is More Tech Savvy?
The report stated all the information of internet users of Bharat and India, their media behaviour, choice of content, lifestyle, interest, and others. Some of the findings from the report are stated below.
Bharat or the people who prefer Indic languages can be found throughout the country, in fact, 39% of them are from the metro cities and 53% are from the non-metro cities. The survey was conducted by YouGov on 3432 people from 17 Indian states who are active internet users who put their input into it.
Financial Activities
Bharat users are quite aware and in the same range as the Indian users in terms of completing any financial activities online. In fact, people who prefer Bharat are using online payment mode more than Indian users. 56% of Bharat users complete their monetary transactions through net banking and online debit card transactions.
Not only that, 49% of them use mobile wallets. Bharat users are quite aware of mutual funds, cryptocurrency, stocks, and other new-age investments and are naturally investing in them as well.
Social Media
When it comes to social media, Bharat users seem more occupied with it than Indian users. 29% of Bharat users post daily on social media, instead of 22% of Indian users. 39% Bharat uses Social media for consuming News as its primary source.
Streaming
The online video streaming platform is a prime source of entertainment nowadays. Streaming videos are more popular amongst Bharat users than watching TV. 50% of Bharat users love to watch free videos while 47% indulge in watching TV.
Food
In the case of ordering food online, 42% of Indian users indulge themselves in it compared to 24% Bharat users.
Voice Search
When it comes to using the technology of Voice search, 26% of Bharat users seem to use it compared to just 15% of Indian users.
Online Shopping
Online shopping by Bharat users has increased and in 2021, 46% of them purchased gadgets online. Apart from that, apparel, beauty products, skincare products, and any kind of booking related to travelling.
All these findings state, that the native language users are not far away from English language users and are maintaining their digital presence quite well. They are technologically aware and are using different platforms and are enjoy the digitalization of everything.
Some Other Facts of Bharat Users
Every one in five-person who uses social media in their preferred Indic language is investing in Cryptocurrency. 27% of Bharat users pay for using video streaming platform services and 37% of them use the internet for listening to music.
The article concludes that an internet user who prefers their native language is not at all far away from English language users. They have adapted themselves and some Bharat users are even more comfortable in using the digital facilities than the Indian users. They are educated and digitally aware.
As per the report, it seems Bharat is much more Tech-savvy than India. Businesses can now easily form their market strategy and can touch the market that they were not able to in the past.
FAQ
What is Bharat – The Neo India?
The Neo India is a report comprised of ShareChat and GroupM, both of them jointly conducted research to find out about the situation of the people who use the internet in their native language.
How many languages are there in India?
India has 121 languages and 22 scheduled languages.
What is the difference between Bharat and India?
People who use Indic languages are called Bharat and people who prefer using the English language are referred to as India.
You would be living under a rock if you don’t know what Netflix is. It is the world’s most popular subscription based video streaming service. Founded in 1977 and was originally a DVD rental service. In 2007 it began streaming cinema online (OTT Service) and became the Netflix that we know today.
Streaming services such as Netflix have changed the way we consume media in the world today. With the emergence of “binge watching” we now have access to and can consume more entertainment than ever before. But how are these new opportunities affecting our culture as a whole? As of July 2021, Netflix has 209 million subscribers. That is a huge number and It grows around ten percent every year. With this number of viewers watching everything that Netflix produces, there are some “after effects” too. Effects that continue even when your favourite movie or series come to end. So what are these Effects and how are they relevant to us and the Environment/Economy around?
We are talking about the Netflix Effect. This term can be used to describe several events that are the consequences of the culture that borns out of Netflix’s shows and movies. For instance Actors that became a sensation overnight or certain products after being used in a film or show getting huge demand from everywhere. With a huge audience waiting eagerly for the next season of shows or sequels, this effect is obvious and inevitable in all senses. To get more clear let us take an example.
The Queen’s Gambit is a TV series, released on Netflix in October last year. The plot was about an orphan chess prodigy who dreams of becoming a chess grandmaster someday. The show soon became one of the most popular shows on Netflix. Before its release, if you’d asked the general public whether a show about chess could bring in millions of viewers and break Netflix records, chances are most wouldn’t have believed you. YES, A record-setting 62 million households chose to watch The Queen’s Gambit in its first 28 day.
With this rising viewership, the show created a cult, a culture that interested a lot of people. The after effects of this huge Fandom were many. To count a few, the show soared sales of chess boards, people all of a sudden began learning how to play chess, The original novel became a bestseller and Chess-dot-com (Online Chess platform) saw huge sign ups, Chess apps downloads went up by many folds. This is what happens when a show becomes immensely popular, People start copying and imitating their favourite characters in the show.
Google Trends showing splurge in “Chess” term in UK
Squid Games in Real
The most recent Netflix blockbuster “Squid Games” has become a pop culture phenomenon. Released in September, It is a Korean Horror-Survival series. Striking a chord with the audience, The show has produced massive ripple effects in trends. From Squid games themed fashion lines to viral challenges on Tik-Tok.
Squid Game Costume
All of a sudden everyone is mentioning a reference from the show. People are cosplaying the characters, Learning korean, Not to mention Dalgona candy sales are at an all time high, and oh my gosh !! White sneakers are generating 7800 percent more sales than before. Vans(Shoe store) is having a good boom after this. Duolingo’s Korean learners increased by around 40% and everyone just wants to jump into the fashion.
A character from the show “HoYeon Jung” became an overnight sensation when her IG followers jumped to the sky, was roped in by Louis Vuitton and was made the face of the luxury brand.
HoYeon Jung Instagram
Squid Game is still producing viral benefits for brands.
The show was viewed by over 142M households worldwide and generated an estimated $900M in value for Netflix. (The series cost Netflix only a little over $21M.)
As google is synonymous and an official “Verb” for searching, Netflixing has become a synonym to “binge watching”. Ask for binge recommendations and most and all you get is Netflix produced stuff. It has changed how we consume media for entertainment. Online streaming is not killing cinephilia, but rather it is changing the way we view movies and interact with that particular medium. I would also say that cinephilia is not dying and, in some ways, I would say it is stronger than ever.
The reason why I have named this para as ‘Imitation Game’ is that people imitate what they find superior or heroic or just greater-than-life. There is a quote that goes here very smoothly
– “Whoever controls the media, controls the mind” – Jim Morrison.
When people watch their favourite characters doing something, they seek to imitate them. Like the prodigy that plays chess in “Queen’s Gambit”, Made people like chess, play it more and speak about it more. “Squid games” made people hop into themed jumpsuits and play challenges and imitate the show. The behaviour of liking and copying people’s favourite, can or maybe has already become a business marketing technique. How far it can go and how dynamic it can be, we will witness.
The Future of Advertising
The instances of Netflix’s rocketing sales of on screen products proves the point that it can be a marvellous advertising powerhouse. Brands can take note of these effects and market their products as a story, or woven as a story, a series, show or any piece of cinema to lure cinephiles.
Netflix Is Ad Free, but It Isn’t Brand Free – A Tribune Article
In another recent cross-promotion, Netflix charged the clothing company Diesel a license fee to make outfits inspired by “La Casa de Papel,” one of Netflix’s most popular shows. Online ads from Diesel hammered home the connection by showing the Netflix name, mentioning “La Casa de Papel” and featuring characters in the distinctive red jumpsuits worn by the show’s protagonists.
Netflix Effect on Diesel Clothing Company ad
Conclusion
Netflix doesn’t run ads on its platform but has somehow magically has become a coveted marketing platform in the world. The top streaming service provider restrains commercials but is trying to figure out a way on how it can work with brands to direct the crowd. Netflix is highly cautious about his brand image too and even continues to refute the idea of introducing an advertising model similar to the majority of other streaming services have adopted.
Nevertheless as per studies and reports and as per viewers’ own discretion we can discuss and establish that sooner or later Netflix can approach brand advertising and product placement in maybe a different manner than the rest. This expansion in this scope is going to give a strong back support to the company, providing them with more options and more stability. If this happens then the world of advertising will surely see a splurge. The advertising will be more specific and widespread, the characters more colourful and the Fandom more wholesome. In the meantime, marketers should pay attention to what’s taking the streaming world by storm – it may help them to boost sales.
FAQs
How many customers does Netflix have?
Netflix has about 209 million paying customers globally.
Which country uses Netflix the most?
Netflix is most watched in South America.
How much money does Netflix make?
Netflix generated total revenue of over 7.3 billion U.S. dollars in the second quarter of 2021.
Which Netflix series has the most views?
Netflix top 5 series by total view in 1st month of release are:
Gone are the days when TV or movie theatres were the only way to absorb video content. India has seen a tremendous rise in the consumption of video content on various online platforms in the last couple of years. The major reason behind this exponential growth is often attested to deeper internet penetration and ever-increasing smartphone usage. Today, there are many articles onOTT platforms which justify why such mediums are better than cable TV. OTT (over-the-top) platform subscription is pocket-friendly, and then there’s the comfort of using such platforms anytime, anywhere.
Low cost and efficient mobile recharge packages along with good internet connectivity have permitted both rural and urban populations to consume video content at an alarming rate.
OTT platforms provide online content in different genres. Netflix, Amazon Prime, and ALT Balaji are some extremely popular OTTs.
With so many streaming platforms to choose from these days, it can be difficult and tedious to choose the appropriate one. The one that not only broadcasts all of your favorite series and movies, but also all of the documentaries that are currently trending. However, with so many alternatives to pick from, it might become a little daunting.
Hundreds of streaming platforms flooded the Indian market during the pandemic. The market is becoming increasingly saturated as every corporation develops its own streaming platform. But which streaming services are most popular in India? What companies have unlocked the streaming market’s code of dominance? Now that you’re interested, we’ve compiled a list of the Top 10 Streaming Platforms in India, which are both popular and well-liked.
Reasons For Tremendous Growth In OTT Platform Usage
Freshly Brewed Content
OTT platforms provide brand new and freshly brewed content in different genres and languages. These OTT platforms consider unique and risky concepts to create video content. The topics are a breeze of fresh air for Indians and deviate significantly from the video content people are used to. And such content doesn’t fail to entice the audience. Language is no longer a barrier as there is video content for almost every language, making OTTs universally accessible.
Affordable And Cheap
Providers charge nominal rates thereby making video streaming affordable for most of the economic sections in India.
Screening Movies Before Television Screening
Movies are now being released on these platforms way before their television screening. Hence, people don’t need to wait for movie ticket bookings and stand in long queues. Moreover, the concept of first-day, first-show is slowly losing its charm due to OTT platforms.
Free Subscriptions on OTT Platforms
Top OTT platforms lure the audience through the freemium subscription policy or by providing a free trial for a month. For example, Disney+ Hotstar allows users to access some shows for free whereas the premium shows are paid. On the other hand, APV and Netflix allow users to try their services for free during the initial months of subscription.
No Interruptions
The shows on such platforms are usually ad-free, making it a pleasant experience for the viewers. Users don’t have to see the same advertisement again and again and can enjoy the show without any interruption.
Video On Demand
Unlike TV, you don’t have to carry a remote and set-top box to enjoy your favorite video content. With the help of these OTT services, you can watch your favorite shows anytime and anywhere.
Limited And Quality Video Content
Unlike the Indian video content, these OTT platform services have shows restricted to a limited number of episodes rather than going on for several years. The content keeps the youth addicted to such platforms. Also, the content is not based on cliche storylines and abstains from the repetition of themes, something that’s often witnessed in TV-based video content.
Download And Watch Later
OTT services don’t maintain any particular time slot for shows and series, unlike TV. This permits people to have their own schedule for watching on such platforms. The option of downloading from OTT providers allows the audience to not sit idle in case of poor internet connectivity.
Other smaller (yet expanding) OTT platforms in Indiaare Voot and TVF Play. YouTube is also planning to launch an original content platform.
Growth And Future Of OTT Platforms In India
OTT subscriber base in India
According to a recent PWC report, smartphone penetration in India is expected to reach around 99% by 2022. And at the same time, OTT platforms are expected to grow at a CAGR of 22% by 2022 to around INR 6000 crores. With such a huge user base comprising a large number of smartphone consumers under the age of 35, OTT platforms will focus more on youth-friendly content. Another factor helping in the tremendous growth of OTT platforms in India is the rising level of disposable incomes, i.e., an average Indian consumer can spend more amount on his enjoyment today as compared to a few years back. Shows and movies in local languages (Tamil and Telugu are some examples) have attracted people from various fronts to these platforms; the reason being unlimited movies and shows in their mother tongue at dirt cheap rates.
It’s not that such platforms have content only for the youth; they offer something for the kids, the elderly, and every other age group.
Internet data consumption per minute has also come down. Sometime back, streaming a two and a half hour movie required 1GB of data for 360p quality. Nowadays 800MB is sufficient for the same movie in 480p quality. Thus, the streaming quality has improved with the decrease in data consumption. People can now watch two movies by consuming just 1 GB or 1.5 GB of data.
Price also plays a dominant factor; Amazon Prime saw a larger user base than Netflix in 2016 because of this factor. Amazon Prime charges INR 129 per month for unlimited access while Netflix charges INR 800 for its premium quality content. So, OTT platforms must work on a framework to provide maximum benefits at minimum cost, a tough nut to crack but a necessary one to lure the Indian audience.
Top OTT Platforms In India
Disney+ Hotstar
Users Worldwide: 103.6 Million Users In India: 25 Million Price: Starts at Rs 399/Year
Disney Hotstar – Top OTT Platform In India
Disney+ Hotstar launched in India in April 2020. It’s a partnership between Disney and Hotstar, Star India’s streaming service. As a result, it includes all of the Disney+ content as well as the original Hotstar content. In India, it presently has 28.5 million members, making it the most popular streaming service. The exclusive Disney material and inexpensive pricing of Rs 399/year for the lower-tier subscription plan appeal to younger people looking for a less expensive source of entertainment, especially during the pandemic.
Disney+ Hotstar is another over-the-top media service in India. It is a Star Network product that was launched in February 2015. Disney+ Hotstar has swiftly become one of the largest video-on-demand platforms in the country. Disney+ Hotstar is the only platform where the best TV shows from around the world, movie premieres, live sports, and events are consolidated. It has several user-friendly features such as an adaptive video playback experience which automatically adjusts according to the available bandwidth, the creation of playlists, and the availability of content for download. Users can consume Disney+ Hotstar content on the go with the best viewing experience.
Amazon Prime
Users Worldwide: 200 Million Users In India: 38 Million Price: Starts at Rs 329 for Three Months
Amazon Prime Video – Top OTT Platform In India
Amazon Prime Video was first introduced in India in 2016. It now has over 38 million unique users in India, demonstrating its widespread popularity. The streaming service has a lot of great shows and movies, like The Boys, Mirzapur, The Family Man and so on. Around 200 million people use Amazon Prime Video worldwide, and the figure is growing every day. What makes it even better received is the low pricing of Rs 329 for a three-month subscription and Rs 164 for those aged 18 to 24.
A year after the launch of Netflix in India, Amazon Prime Video also made its entry in the country. According to the director of content at Amazon Prime Video (India), India accounts for the highest number of Prime members in the debut year, growing fastest among the 16 countries that the platform is present in. India is a price-sensitive country and at Amazon Prime’s low-priced subscription fee, it gives the users great value for money.
Users Worldwide: 203.66 Million Users In India: 3 Million Price: Starts at Rs 199/Month
Netflix – Top OTT Platform In India
When it comes to Netflix, there isn’t much that has to be said. It’s something that everyone has heard about. With over 203.66 million customers globally, it is one of the largest streaming platforms in the world. Netflix first arrived in India in 2016 and has since released several of the ‘Netflix India Originals.’ Sacred Games, Mismatched, Masaba Masaba, and many others are among the most popular. In India, Netflix now has over 3 million members, and this figure is steadily increasing.
It is a US-based video streaming company that is now available in India at a starting subscription price of INR 199 per month (goes up to INR 800 per month) after a free month of trial. While most of the OTT service platforms follow a mix of advertising-led and subscription fee-based business models, Netflix, in keeping with its global strategy, is free of advertising in India.
Voot
Users In India: 100 Million Price: Starts at Rs 99/Month
Voot – Top OTT Platform In India
Voot was introduced by Viacom 18 in 2016 to showcase all of its TV series as well as the most latest episodes. It was totally free, and there was no need to subscribe or pay to view the content. In March of last year, Viacom 18 launched Voot Select, an online service that, unlike the previous platform, Voot, required a membership. Some episodes and movies are still available for free, but some exclusive series and movies are only available to subscribers. Voot Select has around 1 million paying subscribers. It charges Rs 99 for a one-month subscription and Rs 999 for an annual subscription.
Voot is a video-on-demand platform that is a part of the digital arm of Viacom18. Viacom18 is one of India’s largest growing media networks. The platform provides its audience with a vast range of content choices and preferences. It has a pool of 45,000 hours of content which includes COLORS (Hindi), Viacom18 Motion Pictures, MTV, Nickelodeon, and MTV Indies. It offers the biggest TV Shows, Blockbuster movies, Toons, and VOOT originals.
Voot’s aim is to capture the digital video landscape with its fresh and new-age content without any premium cost. One of the major attractions of the platform is its original content while it covers a plethora of categories like dramas, comedies, spoofs, and everything else.
ZEE5
Users Worldwide: 310 Million Users In India: 100 Million Price: Starts at Rs 42/month
ZEE5 – Top OTT Platform In India
ZEE5 is an online streaming service owned by Zee Entertainment Enterprises. It went into effect in February 2018. Although it is a free service, there is now a ZEE5 Premium option that allows you to watch many exclusive movies and series for Rs 299 for three months. ZEE5 has content in 12 different languages that make it worth the money. And it claims to have 32 million paid subscribers and around 100 million active users. ZEE5 has recently partnered with TVF for streaming movies and shows.
Users Worldwide: 98 Million Users In India: 80 Million Price: Starts at Rs 99/Month
SonyLIV- Top OTT Platform In India
Sony Pictures Networks India launched SonyLiv in January 2013. It is a free service but also has a premium version and the subscription starts at Rs 99 per month. It has a ton of shows and movies to choose from with no disturbance from ads. SonyLIV currently has around 5.5 million subscribers. It offers many popular shows, like Girls Hostel, Welcome Home, Maharani, and many others.
SonyLIV is bound to be present in the list of the top OTT media services. It has been developed by Multi-Screen Media. It has a mix of both free and premium content and has partnered with SPI International to showcase seven more international television channels across different genres (in addition to the existing five channels). SonyLIV’s premium content comes at a subscription cost of INR 99 per month. It offers viewers shows from the Sony stable – SONY, MAX, and SAB. Apart from enabling viewers to watch the latest shows, Sony LIV also allows subscribers to watch the re-runs of old episodes, movies, and special events.
ALTBalaji
Users In India: 76 Million Price: Starts at Rs 100 for Three Months
ALTBalaji – Top OTT Platform In India
ALTBalaji was launched in April 2017 and is owned by Balaji Telefilms Ltd. It is well-known for catering to an Indian audience in particular, with daily soaps and exclusive movies and series. It has around 76 million active monthly users and around 5 million paid subscribers. It is a paid service, but you can get a free trial of seven days and can watch all the content on the platform. And the subscription starts at Rs 100 for three months. That’s a great price if you are looking for a cheap service platform.
ALT Balaji is an ad-free subscription-based service which is the product of film and television production house, Balaji Telefilms Ltd. It provides 32 original shows in Hindi, Bengali, Tamil, and Gujarati at a subscription price of INR 300 per year. With this platform, Balaji wants to venture into clutter-breaking content and offer something for everyone. It is offering entertaining video content to both Indian residents and those living abroad.
Top OTT Platforms in India
MX Player
Users Worldwide: 280 Million Users In India: 148.8 Million Price: Rs 370
MX Player- Top OTT Platform In India
The MX Player started in India as a video player. It was launched in 2011 but was re-launched in 2019 as the streaming platform. It began in India, but in 2020, it expanded its service and is now available in many countries, including New Zealand, Nepal, the United States, the United Kingdom, Bangladesh, Canada, Australia, and Pakistan. It has around 280 million users worldwide. And it contains shows like Aashram, Bullets, Dangerous, and many others. It is a free service, but MX Player Pro is a paid version that offers exclusive content without any ads and is priced at Rs 370.
JioCinema
Users In India: 100 Million Price: Free
JioCinema- Top OTT Platform In India
JioCinema is a streaming service from Jio Platforms, which was launched in 2016. It is free for Jio sim users and contains a great number of shows, films, web series, and documentaries. It has about 100 million users in India and the number keeps growing every day.
Eros Now
Users Worldwide: 221.5 Million Users In India: 148 Million Price: Starts at Rs 49
EROS Now- Top OTT Platform In India
Eros Now is a streaming platform launched in 2012 and is owned by Eros Digital. It has plenty of Indian movies and web series for its viewers. And the best thing is that the streaming service begins at Rs 49 in India. Eros has about 180 million users worldwide and 30 million paid viewers.
Airtel Xstream
Users in India: Price: Rs 49/Month
Airtel- Xstream- Top OTT Platform In India
It is a streaming service provided by Bharti Airtel. It was released in September of 2020. It’s a free service for Airtel Sim users, but you need to sign up for a plan if you want to watch the content as a non-Airtel user. The price is Rs 49 per month for non-Airtel users.
Users Worldwide: 36 Million Users In India: 5 Million Price: Starts at Rs 99/Month
VIu- Top OTT Platform In India
Viu is a streaming service provided by Hong Kong-based Viu International Ltd. It features many films, shows, and series, mostly Korean and Indian. It is offered throughout Asia, Africa, and the Middle East. It has about 36 million users worldwide and 5 million users in India. The price starts at Rs 99 a month and is quite popular among the Indian audience.
TVFPlay
Users In India: 9.8 Million Price: Free
TVF- Top OTT Platform In India
‘The Viral Fever’ also known as TVF is an online streaming platform that provides tons of original content for free. Its shows like ‘Permanent Roommates’ and ‘TVF Pitchers’ have pushed a lot of fans towards the platform and are a big hit among the fans. And the best part is that it’s free.
In India, there is no scarcity of streaming options these days. There is something for everyone as more and more companies develop their streaming platforms. You can make your selection based on price and the type of series and movies you wish to watch.
Conclusion
India is a huge market for OTT platforms, so offering different plans to satisfy a diverse user base with different income levels is the only solution for faster absorption and growth. Focusing more on Indian-friendly content would be another plus point for OTT providers. For now, it can be said that Indians will continue to drift towards these platforms, though television would still remain an important commodity in India. There still exists a section of the population that doesn’t have access to smartphones and internet. Moreover, the older generation prefers the television over OTT platforms for entertainment.
FAQs
What is a Streaming Platform?
A streaming platform is an online entertainment service that provides on-demand access to TV series, movies, and other streaming material.
What is the meaning of OTT?
OTT stand for over-the-top. It is a means of providing television and film content over the internet on request.
What is an OTT Service?
Over the top, or OTT, refers to any streaming service that transmits content over the internet.
Is Netflix an OTT?
Netflix is a popular OTT (over-the-top) service that provides users with content such as movies and TV series.
How many streaming platforms are there in India?
In India, there are around 40 suppliers of over–the–top media services (OTT).
What is the future of OTT in India?
Future of OTT in India: A rise of OTT platforms in India is expected to grow at a CAGR of 22% by 2022 to around INR 6000 crores. With such a huge user base comprising a large number of smartphone consumers under the age of 35, OTT platforms will focus more on youth-friendly content.
From the iconic and path-breaking ‘Mother India’ to the flashy and entertaining ‘Four More Shots Please’, entertainment industry in India has come a long way and along with that came the entirely new and engaging era of OTT platforms such as Netflix, Prime Video, Disney+ Hotstar and many more.
However, this article is not about the success or the net profit generated by these streaming platforms every year. India’s entertainment industry is one of the most profitable industries with a revenue of over $34 billion, and recently, a fundamental shift has been witnessed in the industry as streaming giants like Netflix and Prime Video are targeting and expanding female audience.
Women represent a key demographic for the Indian entertainment industry and thus the need of the hour is to have diverse cinematographers, storytellers, writers, directors, and actors share their unique perspectives in raising the bar of the entertainment industry by the increased inclusion of women-centric roles.
Streaming Platforms Are Focusing on Women Centric Movies
Four More Shots Please! | Amazon Prime Video
“More than half of Netflix films released in India this year have a female producer or director, according to Monika Shergill, Netflix India’s vice president of content. Netflix saw unique women visitors jump to 40% last year from 26% in 2018, according to Comscore data. The Los Gatos, California-based company is working with 30 women producers and directors besides a dozen women writers this year, Shergill said.”
The fundamental shift in the industry has been viewed as a consequence that all of Amazon Prime Video’s six originals released in India this year had women in key roles while more than half of Netflix films had a female producer or director.
Also, OTT players were keen enough to target female viewers as soon as the movie theatres were shut to the coronavirus induced nationwide lockdown. We witnessed a surge in women-centric content such as ‘Masaba Masaba’ and ‘Bulbbul’ on Netflix to ‘Pushpavalli’ on Amazon Prime.
Still from Masaba Masaba | Netflix
Bollywood industry which earlier relied on an A-list male superstar in lead to top the charts and become a blockbuster is now focusing on the push for equality by giving females leads the chance and choice related to the content targeted on them. According to data from Statista, as incomes rise in the $2.9 trillion economy, per capita spending on media and entertainment is expected to almost double to $35 in India by 2021 from five years earlier.
Traditionally, watching movies and shows were considered as a group activity, however, with the surge in the use of smartphones and streaming platforms, people can watch what they want, where they want, and by themselves on their personal devices. Thus, content creators and streaming platforms are now able to provide target based stories and cater to niches.
A 2016 study by Google and A.T. Kearney estimated that Indian women’s share in overall online spending will jump to 42% by 2020 from 20% in 2015 whereas, a 2019 study by the Boston Consulting Group said Indian women are increasingly having a say in household purchase decisions.
Creative Freedom
Scene from Bulbbul | Netflix
One additional benefit of streaming platforms is the prospect of less financial risk compared to contemporary ways. Thus, producers are also ready to take the liberty of creative freedom and experimenting with characters. Prominent examples of this, Netflix film Bulbbul, a supernatural film in which a woman is mistaken for a witch, Gunjan Saxena, a biopic about India’s first woman combat pilot who went to the Kargil war and Amazon Prime’s series Four More Shots Please, which openly addressed taboo issues such as female sexuality and homosexuality. Thus, better access to the Internet is motivating creators to pitch stories that resonates with females.
Also, India’s experience throws light on the worldwide trend in which more women are involved in the creation of streaming content directed toward women. Netflix had women helming 20% of its 53 original U.S. films last year, nearly double the rate of representation for women directors across the 100 top-grossing U.S. films of 2019.
Mahenoor Mansuri
