There has been a drastic shift in the way that the consumers view their content with many OTT platforms also coming up with their own originals that have taken this market by storm and have certainly disrupted the traditional entertainment industry.
Big stalwarts like Amazon and Netflix have spent big bucks to virtually pull out every trick in the bag so that they can get as many subscribers as possible. With this newfound love for OTT platforms, many different players have cropped up in an ecosystem that is becoming increasingly crowded and suffocating.
You can literally hear someone or the other announce a new platform every month, and while this may be good for the audience as they will get a more diverse array of stars and genres, it can be challenging for these players to survive.
Local OTT players such as ZEE5 and AltBalaji have heavy backing, and Disney+ Hotstar has a unique business model with some tried and tested content on their platform. Most of these platforms work on a subscription-based model with the customer paying a dedicated fee which is usually on a monthly or annual basis.
There are, however, a few players like MX Player and TvF who have found unique ways to survive as well as bring some fantastic shows and series to their audience. Both of these platforms are completely free and work on an ad-based model.
This is a unique way to not only gain substantial revenue but also create a big viewership cause let’s admit it, who doesn’t like free stuff. While MX Player plays adds before you start any show TvF earns some big bucks through indirect advertisements. (Sponsored by so and so or the times when the characters take the names of a product along with its brand. They aren’t very subtle with this if you have noticed.)
This may be a great way forward to establish yourself as the people are easily attracted, and over time the money earned via ads through impressions can add up to a considerable amount. It certainly looks like the path for the future, especially with so many subscription-based platforms that the viewers have almost become hesitant to pay a single penny more for any other subscription.
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