An OTT platform, also known as Over The Top platform, is an audio and video streaming and hosting service offered directly to the viewers via the internet. It has made movie watching convenient, accessible and affordable across a wider segment of users. Anybody with a mobile phone and internet connection can watch a movie sitting anywhere in the world.
The drop in prices of smartphones and cellular data has enabled a large chunk of the population to gain access to online platforms. Major OTT platforms in India, including Netflix, Hotstar, Amazon Prime, etc., were governed by self-regulatory bodies. There are also platforms such as Saavn, Wynk and so on that have become more popular due to their wide variety of choices in music. YouTube is the fourth most used application in India.
The Covid-19 pandemic has impacted every single industry, and one of the most impacted businesses was the media and entertainment industry as it relies heavily on social gatherings. OTT video and online games were some of the few industries that were booming in this time of crisis.
There is a need to understand both the benefits and challenges associated with the use of over-the-top platforms in India. Some uses are: creative exploration, cost-efficiency, easy accessibility, on-demand media consumption and exposure to international content. The release of OTT channels has also eliminated the threat of piracy that production housed face.
However, some issues that have been raised against OTT platform are the lack of regulation, censorship issues as well as threats to indigenous culture and tradition, national security and social-political harmony. Multiple complaints have been raised by the people of the country time and again that concern the things being shown online.
With the increasing usage of the internet each day and multiple genres of media and content being released, the government had to maintain the standard of traditional and digital content by regulating the OTT platform.
Nevertheless, OTT platforms continue to increase their market in India by offering quality content to viewers. Traditional platforms such as cable network, satellite providers and the theater industry will have to level up to match the competition owing to several lucrative offers such as free trials and free viewing days.
Amid this, the regulation of OTT platforms remains the need of the hour in the wake of content creation and exponentially growing subscribers of these platforms.