Indian OTT space has existed for years now. But it saw upliftment in the market on two incidents, one when Netflix India entered the game, the second when the lockdown started due to COVID.
When people were locked inside their homes and they had limited things to do then they switched to OTT for enjoying the insanely great content that exists there. They were amazed at the series and original movies but there was something bigger.
One of the first films to opt for a direct to OTT release was Amitabh Bachchan’s Gulabo Sitabo. Then a parade of movies switched to an OTT release that also included superstars such as Akshay Kumar and Ajay Devgn.
OTTs seemed to have replaced the theaters and the cinemas are still paying for the ill consequences of streaming platforms at the box office.
Those days, you would regularly hear reports on the “most watched film”. But now they are gone.
It is extremely clear that people are not giving as much importance to the OTTs as they used to. Boring and sub-standard content has snatched the charm of the streaming platforms.
These days, big stars don’t release their films directly on OTT and why would they?
But, most of them are getting rejected in the theaters too. Thus, we can see a crisis in both theaters and OTT.
Also, mediocre content is the main villain of the lack of viewership on OTT.
So, OTTs can most certainly stand without any A-Lister actor, all it needs is decent marketing and extraordinary content .
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