When OTT platforms started emerging as a prominent and reliable option for entertainment, there were several challenges. While metro cities welcomed it with open arms during the COVID era, the concerns of Tier 2 and Tier 3 cities were different.
There was a lot of skepticism, which is now being clarified. Thus, the growth of OTT is happening in Tier 2 and Tier 3 cities now.
But it also comes with a big challenge. The metros are now saturated. Almost everyone who could buy the subscription has already bought the subscription.
This means there is little to no room for the platforms to grow. In this situation, platforms are under immense pressure to continuously innovate and reinvent themselves in order to attract the remaining set of audiences.
So, the scenario is clear.
Focus on Tier 2 and Tier 3 cities. A lot of people from those areas depend upon piracy and other means to enjoy OTT content.
If the platforms crack the way to impress them in 2025, it would be the second wave of the OTT boom in India after the COVID era.
Let’s see if they are really successful in doing so, because as of now, things don’t look as promising.
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