As users have a variety of options to choose from on what to watch and consume, service providers are trying their level best to provide optimum services to viewers keeping in mind the technological advancements in the world AI and ML.
The consumption process has become faster over the years, thanks to several formats such as internet live streaming, content from influencers and many other formats which have prospered for the users.
India has caught up to the rest of the world by developing OTT platforms that support a variety of regional languages, therefore reaching a wider audience for OTT content. Speaking of OTT market, the rise initially took place during the pandemic when the world stopped but OTT market boomed.
Platforms like Disney+Hotstar, Prime Video, SonyLIV, and JioCinema have changed the landscape of Indian OTT scene since then and continue to dominate the market.
Over the years, the OTT industry has grown significantly, which has contributed to the expansion of the smart TV market and smart TV operating system. Shipments of Smart TVs in the INR 20,000–INR 30,000 price range accounted for 29% of the Indian market, a 40% rise over the previous year.
One would wonder why such growth is seen in the Smart TV market and how OTT is responsible for it. Operating systems for Smart TVs are now more advanced than ever before thanks to the development of artificial intelligence.
The OS’s use of AI capabilities has made the experience more individualized and customized for the user, which has increased audience resonance with the recommendations and improved content memory for future visits. With numerous OTT platforms on user’s fingertips, Smart TVs have made streaming accessibility more easier and faster.
As new advancements are coming in each month, the realm of OTT services are surely on the rise benefitting Smart TVs and its overall market.