What the Indian audience wants is well known by the OTT giants, and that too with a great strategy !
Not only, Indian OTT series are catering a huge number of audience but all they are providing the audience with the quality content they want.
Gathering 30-40 million impressive viewership, Indian OTT series like “Panchayat” and “Family Man” are drawing one third of the viewership. This growth shows that Indian Ott platforms are facing a new wave of popularity.
But with the vast expansion in the ott platforms, it is also important to notice that amidst the sea of these big streaming giants, the local ott platforms are still struggling with their subscription policy.
Although, big titles like “Family Man”, “Panchayat”, “Kota Factory” found their niche under big banners, and drew the attention of millions of people.
There are still a vast majority of people who still want to consume free content, and they aren’t opting to some subscription based platform, rather they are watching it with ads.
Industry experts argue that the cost-sensitive nature of the Indian audience makes it harder for OTT platforms to convert viewership into paid subscriptions.
As well as with the rise of regional content and a huge library of content in regional languages amidst the whole country, viewers often struggle with the choices they want to make. To solve this problem OTT platforms should have a better algorithm so that the viewers don’t feel lost alongside their entertainment needs.
Advanced algorithms that offer tailored content recommendations are critical in this content-heavy ecosystem. Platforms that invest in improving user experience through personalised content suggestions, intuitive interfaces, and clear categorization will likely have an edge.
The success of the OTT platforms will depend on striking a balance between delivering popular content and refining the user experience.