Over the years, people became more and more private, and quite choosy. When technology pampered the world with options, we as customers, didn\u2019t leave anything to chance. We took all that we could and OTT was one such platform that didn\u2019t cease to amaze us. One of the reasons they are called \u201cOver-The-Top\u201d is also because they dodged all the middlemen like media distribution channels, telecom networks and digital TV vendors\/suppliers. However, the only way to connect with OTT was through connecting through a device.<\/p>\n\n\n\n
These days, every major media channel is coming up with its own OTT platform to beat Netflix & Amazon Prime. Be it for HBO Max, Zee5, SONY Liv, or Hotstar, the competition is cutthroat. The war is ON!<\/p>\n\n\n\n
Streaming Wars \u2013 The Number Game<\/strong><\/p>\n\n\n\n The streaming services in India picked up momentum by leveraging on the juggernaut of TV consumers. Within the period of just 4 months from March to July last year in 2020, the OTT subscriber base crossed 29 million. Guess why? If you said \u201cLOCKDOWN\u201d out loud, you can go ahead and bang some plates!<\/p>\n\n\n\n Furthermore, research has predicted that these numbers will spike significantly making India the world\u2019s second-biggest online video content consumer after China. OTT platforms won\u2019t just be a place where you get to binge-watch your favourite movie or web-series anymore. This is where the marketers and advertisers want to be to craft and create engaging, unique content.<\/p>\n\n\n\n Another study demonstrates that the streaming war would intensify in India with more competitors and new platforms offering attractive data packs. The biggies better watch out for them.<\/p>\n\n\n\n <\/p>\n\n\n\n After-effects of OTT on the advertising industry<\/strong><\/p>\n\n\n\n It is quite evident that we\u2019ve moved on from watching daily soaps on TV to watching them on our laptops and smartphones. The difference is, we don\u2019t call them daily soaps anymore \u2013 we call it binge-watch.<\/p>\n\n\n\n Based on the PwC\u2019s Global Entertainment and Media Outlook 2019\u20132023 report, the OTT market in India is projected to grow at 21.8% CAGR from `4,464 crore in 2018 to `11,976 crore in 2023.<\/p>\n\n\n\n The streaming platforms are a blessing in disguise for regional brands as the ads can be targeted and customized based on the individual data consumption pattern. That\u2019s why the Spotify algorithm is so good at suggesting music based on the ones you\u2019ve recently heard. OTT platforms provide that flexibility to modify creatives in regional languages and help advertisers allocate budgets according to the ad performance.<\/p>\n\n\n\n![\"\"](\"https:\/\/www.3dotsdesign.in\/blog\/wp-content\/uploads\/2021\/08\/infographics-1024x941.png\")
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