In lieu of the pandemic and the subsequent lockdowns, OTT platforms had become the primary source of entertainment for many. Although the population that indulged themselves in the consumption of OTT content was more or less the urban elite, there’s no question about the fad that Netflix, Amazon, and other streaming platforms had become at the time.
The data speaks for itself. Suggesting a sudden double in revenue for the platforms around the peak of COVID. However, like everything, the situation has changed. There’s no pandemic anymore. The people now have complete freedom to get out of their homes, pursuing other forms of entertainment and recreation. At the same time, not everyone is now at home and thus cannot conjure up enough free time to actually invest themselves in OTT content.
Obviously, this has led to a plateau in the rise of OTT. The platforms face yet another problem, which is piracy. Although it must be discouraged, the fact that any content that one has to pay for can be available to watch with just a few clicks is tempting enough. That too, in a country where free things can make you win elections.
One has to consider that the demographic that led to the rise of OTT is also nearly exhausted. Many now buy plans for short periods of time. The city dweller has already had their time watching, and the OTT platforms have failed to pierce the rural population, which is very much reliant on piracy.
