OTT platforms first became appealing to indians during the COVID-19 epidemic. The theater closures was one of the main causes. But then things shifted to the point where people stopped going to the theater, which made a lot of movies flop. Even now, the situation is unchanged.
 
However, everything are now the same in both realms. Perhaps nobody anticipated that OTT would have to face public outrage for so much bland programming. about Bollywood, 2024 was a letdown, but the same could be said about online series. Notably, Mirzapur Season 3, one of the most anticipated shows, fell short of the audience's expectations. In addition to this, the OTT platform owners are also dealing with another problem known as the churn rate. It speaks about subscribers who choose to terminate their contracts and are hesitant to sign up for new ones.
 
The term is being used more frequently now that some individuals have subscribed to OTT services in order to view their favorite shows. None of them, though, renewed their subscriptions, and some of them failed to make another payment for various reasons. Numerous individuals in this field have voiced their concerns since they worry about losing their clientele. Even though some users bought yearly memberships, their accounts remained inactive for longer than a month since they did not see any material.
 
The caliber of material that is offered on all platforms has also added to the rise in churn rate. Because Netflix, Disney+ Hotstar, and amazon Prime Video prioritize quantity over quality, viewers become disinterested in the first few episodes and opt not to watch the entire season. However, some consumers wish to see over-the-top material but are unable to buy it. The cost of the membership, which is out of reach for some people, is the same reason. Although jio Cinema has already begun offering a monthly membership service for the sum of Rs. 29, the other platforms have not yet introduced a comparable campaign aimed at drawing in additional users.
 
But according to karan Taurani, senior vice president of Elara Capital, platforms with international content might see reduced churn rates. This problem has a few known solutions. The content's quality is the first consideration; it must be interesting from start to finish. The subscriptions' reasonable prices are the next, making them accessible to anyone.
 
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G GOWTHAM

08/09/2024 09:46 AM