{"id":4463,"date":"2022-01-05T19:34:27","date_gmt":"2022-01-05T14:04:27","guid":{"rendered":"http:\/\/blog.bedandchai.com\/?p=4463"},"modified":"2022-01-05T19:34:34","modified_gmt":"2022-01-05T14:04:34","slug":"rise-of-ott-platforms-in-the-indian-market","status":"publish","type":"post","link":"https:\/\/blog.bedandchai.com\/fr\/rise-of-ott-platforms-in-the-indian-market\/","title":{"rendered":"Rise of OTT platforms in the Indian market"},"content":{"rendered":"\n

<\/p>\n\n\n\n

There is a drastic change in the behavior of Indian consumers towards OTT platforms like Netflix, Amazon Prime, etc over the classic television dramas. The young Indians prefer to watch shows on OTT platforms because of more interesting and relatable content than television shows. However, there is still a long way to go for OTT platforms to completely take over television in terms of viewership, revenue, etc. According to researchers in Betway\u2019s Satta Matka<\/a> team, digitalization has evolved rapidly in the past few years. The pandemic alone caused an enormous surge in the viewership of OTT platforms in India, while consumption of OTT content is highest in India among the 15-35 age group. A major reason behind the popularity of the shows in India is that they essentially tell stories that are closer to the lives of the people and deep-rooted concerns of Indian society. For those who wish to see India and its spectrum of realities from an outsider’s perspective, the shows on Netflix offer the perfect window to do so<\/p>\n\n\n\n

What makes OTT platforms great over television –<\/strong><\/p>\n\n\n\n

1. More relatable content than television shows. The content available on NetFlix amazon prime is way more fresh and raw as compared to television dramas. The younger generation relates what they are watching over the phone rather than the same old dramas on TV<\/p>\n\n\n\n

2. More convenient than television, one can view as many times as he\/she wishes to at their comfort and schedule<\/p>\n\n\n\n

3. The membership subscription part of OTT is very competitive as compared to classic television, the average price of a Netflix subscription is Rs.149 for mobile which offers free cancellation and ad-free content. That makes it very easy for young Indian audiences to afford with limited pocket money.<\/p>\n\n\n\n

4. Around 54% of India’s population own a smartphone which makes it very convenient for smartphone users to own a NetFlix subscription or other as compared to buying a television then paying a subscription to favorite channels.<\/p>\n\n\n\n

Viewership in Indian Audience –<\/strong><\/p>\n\n\n\n

India will experience enormous growth in OTT subscribers by 2023. Nowadays, there are 350 million users, but it is estimated to attain up to 500 million users.<\/p>\n\n\n\n

\u25cf Disney+ Hotstar has 43 million subscribers, which makes it the most comprehensive OTT outlet in India, followed by Netflix with 5 million subscribers and Amazon Prime with 17 million subscribers.<\/p>\n\n\n\n

\u25cf Hotstar has captured the OTT market and accounts for 29 percent of the total viewership. The platform’s income in 2020 was around 16 billion Indian rupees.<\/p>\n\n\n\n

\u25cf By the end of 2023, 85 percent of Indian customers will be Internet-ready. The average age group of OTT paying customers is between 35-44 years.<\/p>\n\n\n\n

\u25cf USD 1 billion of capital is presently being sponsored in the OTT industry by several venture capitalists and business tycoons.<\/p>\n\n\n\n

Recently there has been a two-fold increase in male audiences as compared to females.<\/p>\n\n\n\n

\u25cf The majority of OTT outlets are highest among the younger generation. Men especially in the age group of 15-30 consume the most OTT content.<\/p>\n\n\n\n

\u25cf Among women, consumption of OTT content is most elevated in the 25-35 age group, and this digit has grown during the pandemic. Yet, they presented less than 50 percent of total consumption compared to men.<\/p>\n\n\n\n

Exposure to New content –<\/strong><\/p>\n\n\n\n

Over years in Indian television, the shows are based on only Indian culture, religions, comedy, etc. But with the increase in OTT platforms, the content has changed the mind of young viewers. The shows on OTT platforms gave a holistic view of different countries, cultures, and themes. The young minds can relate to the new age shows like Korean shows, Anime, documentaries, etc are gaining more and more views than a regular Indian drama. It widened the perspective of the viewers towards new-age Art, filmmaking, music creation, culture, etc.<\/p>\n\n\n\n

The rise of OTT has also created a positive impact on Indian society. The taboo topics like sex, mental illness, Divorce, LBGTQ, etc have also been raised by the OTT platforms. Shows like sex education, Atypical, 13 reasons why Insatiable on Netflix have thrown light on taboo topics. The younger generation watching the shows feel more powerful and mentally free talking about these topics with their elder brothers\/sisters or even parents. Moreover, these types of shows are never telecast on television.<\/p>\n\n\n\n

Some of the most-watched shows by the Indian audience –<\/p>\n\n\n\n

1. Sacred Games – The series revolves around an upright Mumbai cop, Sartaj Singh (Saif Ali Khan), who embarks on a quest to find a missing gangster, Ganesh Gaitonde (Nawazuddin Siddiqui), after a tip-off about a dangerous conspiracy threatening the country. In the process, he gathers clues that connect his past to that of Gaitonde’s<\/p>\n\n\n\n

2. Delhi crime- The fictionalized crime drama follows the Delhi Police investigation of the case amidst mounting pressure to find the perpetrators and bring them to justice. The lens is on DCP Vartika Chaturvedi (Shefali Shah) as the officer leading the probe and her team as they leave no stone unturned to find the culprits<\/p>\n\n\n\n

3. House of secrets- The sensational case was a headline grabber across India. Ten of the members of the Chundawat family, including two 15-year-olds, were found hanging while the body of one, an octogenarian grandmother, was found strangled in another room. The absolute perplexity of the case gave birth to conspiracy theories, including the involvement of the supernatural<\/p>\n\n\n\n

4. Kota factory – The series, which is marketed as India’s first ‘Black and White’ web series, follows the lives of young IIT-JEE aspirants at a coaching institute in Kota, Rajasthan. It is based on the real lives of teachers and students in the city, which is both famous and notorious for its coaching centers and produces candidates who crack the tough IIT-JEE examinations<\/p>\n\n\n\n

5. Masaba Masaba- Masaba Masaba<\/em>, which has been renewed for a second season, is directed by Sonam Nair and marks Masaba’s digital debut. The show is centered on her life and career as a fashion designer.<\/p>\n\n\n\n

Conclusion –<\/p>\n\n\n\n

The rise of OTT has impacted the Indian audience with new ideas, music, filmmaking, culture, and many more. They have created scope for new art in the existing market. We have high hopes for OTT platforms to rise in the Indian market.<\/p>\n","protected":false},"excerpt":{"rendered":"

There is a drastic change in the behavior of Indian consumers towards OTT platforms like Netflix, Amazon Prime, etc over the classic television dramas. The young Indians prefer to watch shows on OTT platforms because of more interesting and relatable content than television shows. However, there is still a long way to go for OTT […]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":true,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[4,749],"tags":[],"class_list":{"0":"post-4463","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-traveling-tips","7":"category-news","8":"czr-hentry"},"yoast_head":"\nRise of OTT platforms in the Indian market - Bed & Cha\u00ef Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.bedandchai.com\/rise-of-ott-platforms-in-the-indian-market\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rise of OTT platforms in the Indian market - Bed & Cha\u00ef Blog\" \/>\n<meta property=\"og:description\" content=\"There is a drastic change in the behavior of Indian consumers towards OTT platforms like Netflix, Amazon Prime, etc over the classic television dramas. 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Contrairement aux pr\u00e9visions malthusiennes pessimistes, en vogue dans les ann\u00e9es 1970 et\u2026","rel":"","context":"Dans "Conseils & Informations"","block_context":{"text":"Conseils & Informations","link":"https:\/\/blog.bedandchai.com\/fr\/category\/advice-information\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/blog.bedandchai.com\/wp-content\/uploads\/2015\/08\/Bebe-indien_max1024x768.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/blog.bedandchai.com\/wp-content\/uploads\/2015\/08\/Bebe-indien_max1024x768.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/blog.bedandchai.com\/wp-content\/uploads\/2015\/08\/Bebe-indien_max1024x768.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/blog.bedandchai.com\/wp-content\/uploads\/2015\/08\/Bebe-indien_max1024x768.jpg?resize=700%2C400&ssl=1 2x"},"classes":[]},{"id":3674,"url":"https:\/\/blog.bedandchai.com\/fr\/a-roadtrip-in-india-thanks-to-myles-services\/","url_meta":{"origin":4463,"position":2},"title":"Votre roadtrip en Inde avec Myles","author":"Meriam Ben Said","date":"mercredi 7 octobre 2015","format":false,"excerpt":"Avis aux chauffeurs exp\u00e9riment\u00e9s, adeptes des roadtrips en Asie, voici une nouvelle solution pour vous d\u00e9placer! Myles vous propose de louer votre v\u00e9hicule d\u00e8s votre arriv\u00e9e \u00e0 l'a\u00e9roport. Une fois r\u00e9serv\u00e9 en ligne, il ne vous reste plus qu'\u00e0 pr\u00e9senter votre permis international pour prendre le contr\u00f4le de votre voiture.\u2026","rel":"","context":"Dans "Conseils & Informations"","block_context":{"text":"Conseils & Informations","link":"https:\/\/blog.bedandchai.com\/fr\/category\/advice-information\/"},"img":{"alt_text":"Myles car","src":"https:\/\/i0.wp.com\/blog.bedandchai.com\/wp-content\/uploads\/2015\/10\/Capture-d%E2%80%99%C3%A9cran-2015-10-05-%C3%A0-20.13.48.png?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/blog.bedandchai.com\/wp-content\/uploads\/2015\/10\/Capture-d%E2%80%99%C3%A9cran-2015-10-05-%C3%A0-20.13.48.png?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/blog.bedandchai.com\/wp-content\/uploads\/2015\/10\/Capture-d%E2%80%99%C3%A9cran-2015-10-05-%C3%A0-20.13.48.png?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/blog.bedandchai.com\/wp-content\/uploads\/2015\/10\/Capture-d%E2%80%99%C3%A9cran-2015-10-05-%C3%A0-20.13.48.png?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/blog.bedandchai.com\/wp-content\/uploads\/2015\/10\/Capture-d%E2%80%99%C3%A9cran-2015-10-05-%C3%A0-20.13.48.png?resize=1050%2C600&ssl=1 3x"},"classes":[]},{"id":3806,"url":"https:\/\/blog.bedandchai.com\/fr\/great-indian-food-festival-2016\/","url_meta":{"origin":4463,"position":3},"title":"Great Indian Food Festival 2016","author":"Meriam Ben Said","date":"vendredi 22 janvier 2016","format":false,"excerpt":"The Great Indian Food Festival est un festival c\u00e9l\u00e9brant le meilleur de la street food indienne provenant des diff\u00e9rentes r\u00e9gions d'Inde. \u00a0 \u00a0 Pourquoi y aller ? C\u2019est le moment ou jamais de venir d\u00e9guster des plats authentiques du Rajasthan , Gujarat , \u00a0Kolkata , Hyderabad , Delhi, Chennai ,\u2026","rel":"","context":"Dans "Activit\u00e9s"","block_context":{"text":"Activit\u00e9s","link":"https:\/\/blog.bedandchai.com\/fr\/category\/activities\/"},"img":{"alt_text":"Hotel Delhi","src":"https:\/\/i0.wp.com\/blog.bedandchai.com\/wp-content\/uploads\/2016\/01\/Great-Indian-Food-Festival-in-New-Delhi-from-January-23-24-2016.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/blog.bedandchai.com\/wp-content\/uploads\/2016\/01\/Great-Indian-Food-Festival-in-New-Delhi-from-January-23-24-2016.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/blog.bedandchai.com\/wp-content\/uploads\/2016\/01\/Great-Indian-Food-Festival-in-New-Delhi-from-January-23-24-2016.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/blog.bedandchai.com\/wp-content\/uploads\/2016\/01\/Great-Indian-Food-Festival-in-New-Delhi-from-January-23-24-2016.jpg?resize=700%2C400&ssl=1 2x"},"classes":[]},{"id":3668,"url":"https:\/\/blog.bedandchai.com\/fr\/today-is-gandhis-birthday\/","url_meta":{"origin":4463,"position":4},"title":"Le 146 \u00e8me anniversaire de Gandhi","author":"Meriam Ben Said","date":"vendredi 2 octobre 2015","format":false,"excerpt":"Aujourd'hui l'Inde c\u00e9l\u00e8bre le\u00a0Gandhi Jayanati \u00e0 l'occasion du 146 \u00e8me anniversaire de Gandhi. N\u00e9 en 1869 dans l\u2019Etat actuel du Gujarat, Mohandas Karamchand Gandhi, appel\u00e9 aussi Mahatma Gandhi (\u00ab\u00a0mahatma\u00a0\u00bb signifiant \u00ab\u00a0grande \u00e2me\u00a0\u00bb), est un des principaux pionniers et th\u00e9oriciens de la r\u00e9sistance par la d\u00e9sob\u00e9issance civile. Son investissement dans la\u2026","rel":"","context":"Dans "Evenements & Festivals"","block_context":{"text":"Evenements & Festivals","link":"https:\/\/blog.bedandchai.com\/fr\/category\/events-festivals\/"},"img":{"alt_text":"old Gandhi","src":"https:\/\/i0.wp.com\/blog.bedandchai.com\/wp-content\/uploads\/2015\/10\/Gandhi-Old.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/blog.bedandchai.com\/wp-content\/uploads\/2015\/10\/Gandhi-Old.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/blog.bedandchai.com\/wp-content\/uploads\/2015\/10\/Gandhi-Old.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/blog.bedandchai.com\/wp-content\/uploads\/2015\/10\/Gandhi-Old.jpg?resize=700%2C400&ssl=1 2x"},"classes":[]},{"id":4094,"url":"https:\/\/blog.bedandchai.com\/fr\/contemporary-arts-week-15th-22nd-october-2016-delhi\/","url_meta":{"origin":4463,"position":5},"title":"Contemporary Arts Week – 15th to 22nd of October 2016 in Delhi","author":"Coraline","date":"vendredi 7 octobre 2016","format":false,"excerpt":"D\u00e9sol\u00e9, cet article est seulement disponible en English.","rel":"","context":"Dans "Culture"","block_context":{"text":"Culture","link":"https:\/\/blog.bedandchai.com\/fr\/category\/culture\/"},"img":{"alt_text":"Contemporary Arts Week 2016","src":"https:\/\/i0.wp.com\/blog.bedandchai.com\/wp-content\/uploads\/2016\/10\/Sangeeta-Banarjee.png?resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/blog.bedandchai.com\/wp-content\/uploads\/2016\/10\/Sangeeta-Banarjee.png?resize=350%2C200 1x, https:\/\/i0.wp.com\/blog.bedandchai.com\/wp-content\/uploads\/2016\/10\/Sangeeta-Banarjee.png?resize=525%2C300 1.5x, https:\/\/i0.wp.com\/blog.bedandchai.com\/wp-content\/uploads\/2016\/10\/Sangeeta-Banarjee.png?resize=700%2C400 2x"},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/blog.bedandchai.com\/fr\/wp-json\/wp\/v2\/posts\/4463","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.bedandchai.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.bedandchai.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.bedandchai.com\/fr\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.bedandchai.com\/fr\/wp-json\/wp\/v2\/comments?post=4463"}],"version-history":[{"count":1,"href":"https:\/\/blog.bedandchai.com\/fr\/wp-json\/wp\/v2\/posts\/4463\/revisions"}],"predecessor-version":[{"id":4464,"href":"https:\/\/blog.bedandchai.com\/fr\/wp-json\/wp\/v2\/posts\/4463\/revisions\/4464"}],"wp:attachment":[{"href":"https:\/\/blog.bedandchai.com\/fr\/wp-json\/wp\/v2\/media?parent=4463"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.bedandchai.com\/fr\/wp-json\/wp\/v2\/categories?post=4463"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.bedandchai.com\/fr\/wp-json\/wp\/v2\/tags?post=4463"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}