OTT offerings provided by the entertainment players have changed the streaming as well as casting scenario in India

Few of the OTT players that are dominant over the Indian viewers offering original content and have created an impact to give a tremendous impetus to amplify the growth across the arena

Apart from any other business that sees decline in sales, the online entertainment business in India is booming. OTT leads the pack due to lock-down and affordability it offers.The boost due to comfort and coziness that could be enjoyed by watching a watching at arms length or chromecasting it to your smart TV for the OTT platforms have led to huge mushrooming of the streaming players. The growth in terms of sales, viewership , royalties and allied revenue opportunities for all the stakeholders have been enormous, also more players are in pipeline, it envisages the scorching invasion of not only Indian drawing room but also the eyeballs of Movie lovers to keep them glued and expectant of what’s new every moment. The streaming platforms have surely and certainly created an impact in the traditional viewing pattern of the average Indian. And you also enjoy watching the new faces, new comers and other aspirants who toll to their sweat to deliver the best.

In broadcasting, over-the-top (OTT) content is the audio, video, and other media content delivered over the Internet, without the involvement of a multiple-system operator (MSO) in the control or distribution of the content. The Internet provider may be aware of the contents of the Internet Protocol (IP) packets but is not responsible for, nor able to control, the viewing abilities, copyrights, and/or other redistribution of the content. This model contrasts with the purchasing or rental of video or audio content from an Internet service provider (ISP), such as Pay Television, Video on Demand, and from internet protocol television (IPTV). OTT refers to content from a third party that is delivered to an end-user, with the ISP simply transporting IP packets.

An over-the-top (OTT) media service is a streaming media service offered directly to viewers via the Internet. OTT bypasses cable, broadcast, and satellite television platforms, the companies that traditionally act as a controller or distributor of such content. It has also been used to describe no-carrier cellphones, where all communications are charged as data, avoiding monopolistic competition, or apps for phones that transmit data in this manner, including both those that replace other call methods and those that update software. The term is most synonymous with subscription-based video-on-demand (SVoD) services that offer access to film and television content (including existing series acquired from other producers, as well as original content produced specifically for the service).

OTT also encompasses a wave of "skinny" television services that offer access to live streams of linear specialty channels, similar to a traditional satellite or cable TV provider, but streamed over the public Internet, rather than a closed, private network with proprietary equipment such as set-top boxes.Over-the-top services are typically accessed via websites on personal computers, as well as via apps on mobile devices (such as smartphones and tablets), digital media players(including video game consoles), or televisions with integrated Smart TV platforms.

The 2016 launch of the LTE-only wireless carrier Jio spurred the growth of mobile broadband in India, and was credited in turn for having bolstered the growth of streaming video in the country. While international services such as Prime Video and Netflix have seen some growth in the Indian market, Hotstar has remained the dominant streaming service. By the year end, Hotstar's apps had reached more than 300 million global downloads, and it was reported as being the top video streaming app in the country. If Disney+ Hotstar , Amazon Prime , Netflix, Zee5 and alike are offering their viewing content at a rate which is affordable to all , it is nothing short of a revolution in the domain of entertainment, but amidst the barrage of OTT platforms , it’s the quality of the content that remains the differentiating factor.

The spike in viewership of OTT is a ray of hope for filmmakers , skilled technicians and front screen performers to confidently bet on their life to make a prospective career in the Bollywood and Entertainment Industry.We list some of the key OTT platforms which has become the delight of and have brought in the change in the movie+video viewing scenario

List of some of the active OTT Platforms in India (listed in random order)

Youtube
Disney+ Hotstar
Amazon Prime Video.
SonyLIV.
Netflix
ALT Balaji
MX Player
TataSky
Erosnow
Zee5
Voot
Mubi
Ullu
Viu
TVF
Bigflix
YuppTV
JioTV
Airtel Xstream

Some known facts of the above listed OTT Platforms

Youtube is the earliest and undoubtedly the most popular video on the Internet and a free content provider till now, since they started streaming their own produced or collaborated original videos at the cost either owned or rented. The benefit of Youtube is myriad and enormous for all the age group right from the nursery to students to scholars and professors; also for interns, medical students, software programmers to developers for its easy availability of quality study material, mostly free. Being the most repositories of entertainment, movies and other enticing videos it has never failed to deliver the necessary content to its subscribers and searchers. It isn’t surprising to state the Indian contributes to 3.6% to 4.5 % of the total traffic across the globe.

Innovative and disruptive offerings from the OTT Platforms pertaining to the major Business , promotional , especially by the entertainment players have changed the streaming , employment of skilled professionals and as well as actors casting scenario in India

Disney+Hotstar has gained popular strides jumping to more than 400mn monthly active users and has grown enormously with the release of Dil Bechara starring late Sushant Singh Rajput’s last movie, creating a record of unprecedented opening. Also, the platform earlier this month revealed that they have over eight million paid subscribers in India – making it the highest subscribed paid OTT platform in India. Apart from the Dil Bechara release , the credit for the viewership also goes to its live sports programming and exclusive access to global superhit shows such as Game of Thrones. One of the biggest USP for Disney backed platform is the Indian Premier League (IPL). The platform also offers content that can be accessed without having its subscription service.

Prime Video, also marketed as Amazon Prime Video, is an American Internet video on demand service that is developed, owned, and operated by Amazon. It offers television shows and films for rent or purchase and Prime Video, a selection of Amazon Studios original content and licensed acquisitions included in the Amazon's Prime subscription. In the UK, US, Germany, and many other territories, access to Prime Video is also available through a video-only membership, which does not require a full Prime subscription.In France and Italy, and other countries like Australia, Canada, India, etc. Prime Video content is only accessible through a dedicated Prime Video website. In some countries Prime Video additionally offers Amazon Channels, which allows viewers to subscribe to other suppliers' content, including HBO in the United States.

There are currently about 40 providers of over–the–top media services (OTT) in India, which distribute streaming media over the Internet. India’s Over the top (OTT) industry has jumped to more than 200 percent in the last 3 year or could have been more taking over the traditional way of getting entertained. According to a KPMG report, the average time spent by Indian subscribers on various OTT platforms is 20–50 minutes.

The article cannot be short in mentioning the popular platforms which caters to mass audience through the regional content, the platforms which are active in this space are Aha , Hoichoi and alike which are also on the rise. Three years before, In June 2017, Sun TV Network launched their Sun NXT regional OTT service in four South Indian languages namely Tamil, Telugu, Malayalam and Kannada. In February 2020, Aha OTT platform was launched, which broadcasts exclusively Telugu content.

OTT platforms are keeping viewers engaged as they can now choose content across genres and categories depending on their mood and preferences. Now OTT platforms has become a preferred choice for the release of the freshly produced content which are easily available for the leisure, pleasure and entertainment of viewers, there would always be an expectation to crack a good deal for the business of content and growth as always will define a new parameter of success for the filmmakers.

Predictions for this sector is very optimistic, as it has created a very big market for entertainment, business, celebrity , sports , news, reruns , workforce, skilled professional for front and behind the screen. According to various reports in terms of Media, Entertainment, Sports and International releases, the Indian OTT market is expected to grow around 46% or could be more and is projected to be second biggest market after the USA. At this rate stakes and expectation have hit the sky with lot of opportunities and revenue in the offing. India is growing at a very faster rate and entertainment is the most valued sector and all the aspirants in this sector is definitely going to wade in the win-win situation.