Normally, a venture is started by small local businesses and it gives birth to a large fish that ultimately destroys those local businesses by establishing its dominance through shiny advertisements and lucrative offers. However, the birth and rise of OTT platforms in India did not follow this track. Actually, quite the contrary.
The big players established the OTT industry. Disney+Hotstar, Zee5, Netflix, Amazon Prime Video, and more have proved that OTTs in India can be highly successful. But with a big name comes bigger chunks of masses and even bigger diversity. In situations like this, it becomes a game of majority appeasement.
For instance, it is extremely difficult for platforms like Netflix India to make content that appeals to the audience of Maharastra to a great extent. But, it becomes much easier for platforms like Planet Marathi OTT to do the same.
As a result, we are seeing a rise in niche OTT platforms. OTT Platforms like Chaupaal, Shemaroo Entertainment, ETV Win etc serve a very specific region or purpose. New OTT platforms are being launched on a regular basis and it again poses a question.
What about its survival?
There is no doubt that such OTT platforms find it extremely hard to survive as they are totally unequipped to fight against giants like Netflix in terms of technicalities and reach. That is why we have repeatedly said that mediocre content is no choice for regional OTT platforms. If Netflix India makes an average show then it is just a regular setback but if a regional OTT does then it hangs on their survival.
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