Just think about what really has happened in the world of Indian OTT for the last 4 months. The merger of Disney and Reliance is a massive deal. Last year Voot and JioCinema merged. Although Sony and Zee could not become one they tried to. Even Prime Video and MX Player came closer.
Do you see a pattern over there?
Power is attracting power. Big OTT platforms are clustering to make themselves bigger than the others. In such a situation, do you even see a space for regional OTT platforms?
Umm, we have tried to analyze it.
The situation says that Netflix, Disney, Prime Video and more dominate the scene. And in this scene delivering average content just won’t cut it anymore. OTT platforms, big or small, must step up their game to survive and thrive in this fiercely competitive landscape.
Why is this so important? Well, for starters, audiences have become pickier than ever. With so many options available, they want content that stands out, grabs their attention, and keeps them coming back for more. Mediocre content simply doesn’t cut it anymore.
The big players in the industry, like Disney and Reliance, have huge resources and vast content libraries. To compete with them, smaller platforms need to offer something different. They need to deliver content that is raw, rooted in authenticity, and brilliantly executed.
But what does that mean exactly? Raw content is honest and genuine. It doesn’t try to be something it’s not. It tells stories that are real and relatable.
Rooted content is deeply connected to its cultural roots. For instance, let’s talk about the Hoichoi series Indubala Bhaater Hotel. It is so rooted in the culture of Bengal that the Bengali people can’t help but fall in love with it. Is it possible on platforms like Netflix or Prime Video? Hell no.
And finally, brilliant content is just that – brilliant. It’s not just entertaining; it’s intellectually stimulating, emotionally engaging, and visually stunning.
But what are Regional OTTs doing to escape this? Let’s try to explore this soon in another article. We promise to bring it soon.