The imposition of lockdown on account of the COVID 19 pandemic marked a major retard in the growth of many leading industrial giants. Unlike the rest, OTT is one among the few industries which marked an exponential growth since its inception. Though the OTT platforms are not a fresh face in the entertainment industry, the burgeoning of the sector was a never expected one until lockdown happened. Amazon Prime, Netflix, Disney Hotstar are the few OTT platforms which benefited from the imposition of lockdown.
The television broadcasting companies failed to meet the demands of its viewers and was forced to rerun existing contents as the production industry was under a halt. The average screen time has simultaneously increased which resulted in people searching for fresh contents. The video on demand services gained popularity over the masses as it provided the flexibility to watch contents on our likes at our wish. In addition to this, these platforms released their fresh as well as original contents consistently and managed to maintain the initial consumer interest. These conveniences dragged the viewers towards OTT services and generated a buzz by increasing the traffic into these platforms even during the pandemic times. While the theatres and multiplexes remained closed for many months, film producers noticed the scope of the OTT industry and made an audacious move by releasing their films digitally for the first time to cater to a wider set of audience.
It is estimated that an average person spends around 40% of their waking hours in front of a screen which makes almost seven hours a day. The OTT platforms have added a whopping 3-4 million subscribers to their existing viewership. This figure also included people viewing more non-broadcast content on platforms like YouTube and gaming sites. Just like how television revolutionised the early 90’s, OTT is bringing a new wave of change to the entertainment industry. These changes are always for the better and are inevitable.