OTT players are leaving no stones unturned to become better at what they are doing. They are experimenting with content to offer something fresh and entertaining ever so often.

The consumer is also getting savvy now and the market is witnessing the emergence of a new buying habit where consumers take out subscriptions for a period or to watch a particular show, and then dropping the subscription when it no longer suits their needs. With so many different OTTs to pick from, each offering something slightly different, many consumers are also not limiting themselves to one service or provider. There is also a growing appetite for niche and refreshing content and now that demand will only increase, meaning that broadcasters will have to keep up with this reality more and more over the coming months, in order to keep up with increasing competition.

One thing that is absolutely clear is that consumers are now very much in the driver’s seat. The vast availability of low-cost, high value premium content, available on any device at any time, means that they will pick and choose what they want, when they want it and service providers will need to up their game in order to adapt to new demand models and this change in consumption behavior.

OTT players have already started making their content relevant and technology more convenient to create a loyal consumer base. For example, SonyLIV realized a new requirement for regional content among audiences and launched regional language series on their platform to tap the opportunity. Similarly the young platform, Dekkho studied the expanding audience base and realized the biggest hindrance on the way was the subscription cost. Therefore, when they launched their app, they made sure the premium content is available for free to the audiences. There are others too innovating their products to match the changing viewing habits and demand.