Mainstream OTT platforms are supposed to host a diverse set of content so that they may satisfy as many people as they possibly can. But there is no doubt about the fact that there has been an increase in the demand for regional or, let’s say niche based OTT platforms.
Take the case of Hari Om. It is a devotional content-based OTT platform by the same people who are behind the soft porn-based OTT platform Ullu.
Similarly, the classic Bollywood films have a separate fan base. The films enjoy popularity, more than any specific film. Some people like to study and enjoy films from the classical era, and there is good news for them.
Ultra Media and Entertainment Group is bringing two new OTT platforms with a massive investment of ₹500 crores to serve the fans of the classic Bollywood cinema.
Ultra Play, with over 2000 films, and Ultra Gaane, with several thousand tracks, will offer their treasure for only ₹199 per year.
However, Shemaroo is a major competitor and Ultra will never be able to enjoy a powerful position in the OTT industry game. Without new and contemporary content, they will limit themselves to niche audiences.
It is not a bad thing, but they can certainly do better.