The craze of the OTT platform i.e Over the Top has rapidly increased among movie lovers in India. During last year’s lockdown, the number of paid OTT subscription users increased by 31 percent. The OTT industry is expected to grow 45 percent by 2023. Whereas before the Indian market was dominated by foreign OTT platforms such as Amazon Prime Video and Netflix, now Indian OTT platforms such as MX Player and Alt Balaji are giving them stiff competition. . The real competition between OTT platforms is all about original content. This is the reason why new content audiences are seeing new concepts with new concepts every day.
If we talk about the major OTT platforms, Disney + Hotstar, Voot, SonyLIV and ZEE5 have compiled a huge list of original content for this year. Everyone’s main goal on this is to increase the maximum subscriptions due to your original content. These include live sports content as well as movies and web shows on the two streaming platforms Disney + Hotstar and SonyLIV. Live sports content draws a lot of traffic to these platforms, but both platforms are trying to attract new audiences by experimenting with content from movies and web series.
Disney + Hotstar has launched a segment called ‘Quicks’, in which you can watch short web series.
According to a report by London-based technology research and consulting firm Omdia, the Indian OTT market is estimated to spend 4905 crore on original content by the end of this year alone. Among them, platforms such as Disney + Hotstar, Netflix and Amazon Prime Video are at the forefront of investment in content. The report also said that the original content on the three OTT platforms is estimated to spend Rs 2824.9 crore, while the national platform is expected to spend Rs 2080 crore. From this, one can estimate how much competition there is between OTT platforms in the Indian market for original content.
‘Quicks: short episodes, free every day’ from Hotstar
Amid competition for original content, Disney + Hotstar has launched a segment called ‘Quicks’, which shows short 8-15 minute web series. Hotstar has released a catchphrase for this, ‘Quix: Chhote Episodes, Free Har Roz’. The concept of this segment is very interesting. In this, a web series has been made about interesting little stories, in which the actors have taken it big. In other words, the trend of making short episode webseries with well-known artists has begun. You only have to spend 10-15 minutes to watch these episodes. You can see them on the way.
Hotstar can watch short web series on ‘Quicks’
The segment that has been started on Disney + Hotstar called ‘Quicks’, currently includes the web series Untold Unheard, Gumrah, Target, Dat, Kota Papers, Crime Next Door, Bhopal to Vegas, Murder Meri Jaan, Mukesh Jasoos, Emotional Atrocities, Teen Haz Paanch, The Hunt, Risky Ishq, Happy Hours and Bomani Boys. In these you will see prominent movie stars such as Poonam Dhillon, Shreyas Talpade, Mandira Bedi, Nauheed Sirusi and Dipannita Sharma. Disney + Hotstar launched ‘Quicks’ in May this year, with a plan to show one episode of a web series every day, so that the audience must visit the OTT platform every day.
Hotstar benefits from the Hindi language and drama genre
According to Siddharth Shakdher, EVP and CMO, Disney + Hotstar, Disney + Hotstar saw a 25 percent increase in GEC audience after IPL 2020. Not only this, the VIP subscription has increased rapidly due to the Hindi language and drama genre. . According to him, 67 percent of Hindi viewers come to watch the show on Hotstar every day. The regional and free movie program has more than 35 million viewers. Apart from this, reality shows such as MasterChef Australia, Dance + and Bigg Boss (Tamil and Telugu) have also increased viewership on Disney + Hotstar by more than 20 percent. In this way, both live and original content are being viewed.
Expansion of the Indian OTT market with original content
According to Siddharth Roy, COO of the Indian OTT platform Hungama Digital Media, one of the main reasons for the growth of the Indian market for OTT platforms is original content. The market has progressed further by offering content in regional languages as well. Working from home has further boosted this industry thanks to Corona. A total of 66 percent of subscribers has increased during the Corona period in Hungama. In this, 65 percent of subscribers increased in Tier 2 city and 86 percent in Tier 3 city. Dr. Sunita Kumar, editor of LetsOTTGlobal.com, says there were 40 OTT platforms in India a year ago. year and a half, but now their number has risen to more than 80.