If you compare the pre-pandemic and post pandemic worlds then they seem like two different worlds altogether. And the OTT industry is no exception to the same. There is a very clear and steep odyssey that the Indian OTT journeyed throughout these few years.
In the pre-pandemic world, Indian OTT was trying to fit in and even persuade viewers for purchasing the subscription. Shows like Asur, Mirzapur, Special Ops, and Sacred Games were the triggering factors that OTT promised.
When people were locked inside homes during the pandemic then they had only OTT for entertainment. During that time, people purchased a subscription and explored the wide slate of English shows available on various platforms.
This opened a sort of pandora box which Indians are loving since then. According to a report, the number of people watching English shows boomed from 19.1 million to 85.2 million. It is an increase of a massive 124%.
Interestingly, the consumption of English content is not limited to the urban regions only. It has spread fast in rural areas and the percentage of people consuming content in English audio is increasing day by day.
So more people are preferring to watch any content in original audio with English subtitles than wait for a dubbed version. This data is extremely important for OTT platforms to strategize the way they work in India.