We live in a world where nothing can be prognosticated. These are times when we are bound to suppress the social animal within us and be a captive held in the confines of our homes. Something that does help us keep going through this is the huge array of content available on the OTT platforms. These platforms which were doing well otherwise too have gained much more significance during the pandemic.
Coign of vantage –
The vantage points of direct release on such platforms are many. They provide a plethora of options and thus a larger audience reach with content for people from all walks of life. Even the youth tilt of our county’s democracy helps them with their huge appeal to younger audience. With powerful analytics and quality content their targeting opportunities are strong. The algorithms are well designed to capture behavioural pattern of viewers and show preferable content.
These platforms do not require hefty budgets, making them favourable for content providers minimising their print/publicity costs. The no advertisements feature is highly attractive for a viewership with less tolerance for long stretch of ads. Moreover, the content available on these platforms can be streamed on multiple devices giving the flexibility to on-the-go users. The affordability and convenience are major factors for the growth of this sector. The ubiquitous and affordable internet has brought the masses on these platforms and thus bringing a larger range of audience within reach.
Coup de grace for theatrical experience?
In the past it has been quite conspicuous that the movies launched on such platforms do not perform as well as the series, documentaries and other such content. One can ignore such facts but cannot deny them. The question arises why is this happening? Maybe going to theatres is a form of escapism from the mundane life. Certain extravagant films with state-of-the-art technology makes people go and watch them in theatres. This being said, going to movies isn’t that flexible and affordable as watching something from the comfort of one’s home. There is a possibility for the theatres and OTT platforms to co-exist but with technological revolutions always around the corner one cannot predict what might happen.
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