Decrease in renewing OTT subscriptions..!?

It is well known that india is the largest market for wallet PLATFORM' target='_blank' title='digital-Latest Updates, Photos, Videos are a click away, CLICK NOW'>digital streaming apps. Against this backdrop, wallet PLATFORM' target='_blank' title='digital-Latest Updates, Photos, Videos are a click away, CLICK NOW'>digital video platforms have gained tremendous popularity in India. YouTube, the world's number one video-sharing and streaming platform, has the largest number of users in India. Also, it can be said that india is the biggest market for OTT streaming apps. Especially after the corona of 2020, the popularity of wallet PLATFORM' target='_blank' title='digital-Latest Updates, Photos, Videos are a click away, CLICK NOW'>digital streaming apps has increased in India. With theaters being closed and a lack of content on television channels as well, audiences are used to watching OTTs for entertainment. This has significantly increased the number of subscribers to OTTs. Keeping in view the growing market in india, streaming companies have started investing billions of rupees in content.
They tried to increase subscribers by buying movies at huge prices and releasing them in OTTs. Due to this, the growth of international streaming companies like Netflix, amazon Prime, and Hot Star has increased significantly. By now these streaming companies are spending heavily on the wallet PLATFORM' target='_blank' title='digital-Latest Updates, Photos, Videos are a click away, CLICK NOW'>digital rights of star heroes' movies. But in the last few years, the popularity of these streaming apps has decreased. This is because the audience cannot predict what kind of content they want. wallet PLATFORM' target='_blank' title='digital-Latest Updates, Photos, Videos are a click away, CLICK NOW'>digital rights of movies released in theaters are purchased and released in OTT in a week gap. Some of these are gaining popularity. Movies that are hits in theaters are showing interest in watching them on OTT as well. No one knows when the movies that do not have public attention will be released in OTT.

In 2021, 225 indian content films and web series were released in OTTs in India. In 2023, that number has reduced to 199. In 2023 again 206 indian movies and series are available in OTT. OTT companies to invest 529 million dollars in indian content by 2022. In 2023, it will decrease to 479 million dollars. Again in 2024, 527 million dollars were invested. Economic pressure in the US is also being heard as a reason for OTT companies to reduce their investment in indian content. Also, they buy movies selectively because they cannot predict what kind of content the audience wants. The original series is not getting much popularity. Due to this new subscribers are not increasing. It is being heard that there is no new content in OTTs and people are not interested in renewing their subscriptions.
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Sowmiya Sriram

08/10/2024 10:13 AM