There was a time of clear demarcation between TVs and OTTs but not anymore. You see, the most prominent TV Serial channels already have a dedicated OTT platform.
For instance, the Zee group has ZEE5. Sony Group has SonyLIV and what not.
TV shows like Bigg Boss, Indian Idol, and Anupamaa are no longer just about sitting in front of the television. These popular shows are pulling in massive viewership, nearly 40-50% from digital platforms. Fans love the convenience of watching their favourite episodes whenever they want, often before they even air on TV and without those pesky ad breaks.
Experts say this extra digital content is a big draw. For example, behind-the-scenes clips or bonus moments that don’t make it to TV go viral online, pulling more viewers to platforms like ZEE5, SonyLIV, or Disney+ Hotstar. And with over 19 million smart TVs now connected to the internet weekly, more people are streaming these shows on their own terms.
This trend has also changed how networks do business. By offering ad-free, early-access episodes, networks are getting people to subscribe to their OTT platforms.
But what about good old television? It’s not going anywhere just yet. Rural areas still rely on traditional TV, and advertisers aren’t abandoning it either. In fact, networks see OTT as an add-on, not a replacement, for TV viewership.
The real challenge is balancing both worlds. While OTT platforms are booming, networks still face lower ad revenues and dropping TRPs for TV.
The dynamics are getting more and more interesting. Let’s see how it proceeds.
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