Would OTT platform overtake traditional media in the near future?

“Hmm, of course!” Was that the instant reaction? Let us tell you a story before we reach to a conclusion or even get closer to taking a close call.

Once upon a time, times before the episode of binge watching, was a season called ‘family time’. Members of the family used to come together to watch anything that was telecasted on the large traditional medium of entertainment called TV. Minimum choice of content viewing, but maximum fun. Since the inception of digital mediums, the family time has been reduced to family members having individual, personalised screens on OTT platforms.

What’s raging on the range of OTT channels is already on your watchlist soon after its trailer release. It can be claimed, without a second guess, that the booming digital platforms have revamped customer behaviour and opened a new avenue of personalised experiences. It’s as palatable as having a dessert of your choice after every meal, whenever you please.

This new wave of change in the content consumption has not only led content creators to explore the metamorphosis in India, but also brands and advertisers. There have been factors associated with the surge which is above and beyond the current pandemic. First being the variation in the charges of subscribing to digital channels. Second, the pre and post COVID phase of watching content from the safety of our home. Third, most important, the low pricing of devices.

With the expansion of digital consumption, comes challenges, opportunities and transformation for everyone. The journey from traditional TVs to smart TVs to connected TVs now, we are now witnessing a traffic of digital platforms. Would it be wrong to admit that this shift has given birth to the co-existence of television and the digital platforms?