Evolution of the entertainment ecosystem in India and challenges ahead

Abstract

OTT platforms have been experiencing significant growth in last decade worldwide. OTT platforms have become a part of consumer life by replacing conventional entertainment sources. In recent years, India has become an integral part of this growing trend. On the backing of decreasing mobile data charges, increasing mobile phone penetration and availability of affordable devices to access OTT content, Indian OTT segment has been experiencing a consistent growth over the years. In 2020, usual trends and norms have been challenged from the roots. While it is true that OTT segment has witnessed inorganic growth due to COVID-19 pandemic, but it has also highlighted the change in consumer behaviour and the voids which need to be filled if niche OTT players need to stay relevant. Adoption of popular and affordable platforms like YouTube, Hotstar and Amazon Prime are on the rise, in contrast Netflix has not been a part of the same tide. Netflix, until recently, have been backing upon its exclusive high quality content to gain customer acquisition to demand premium from its users, but the norm has been challenged during the lockdown.