The battle is not about the art form, but rather the battle of the medium of perception. It’s the battle between experience versus convenience, the battle between theaters and OTT. This battle has been ongoing for a while, and a new report has recently hit the market. It doesn’t promise to end the battle but promises to offer a new perspective.
India’s OTT market is on the rise, and the demand is increasing. However, the majority of Indians still prefer theaters over OTT in terms of the cinematic experience, and the number is a staggering 98%.
According to a report by BookMyShow, which surveyed 5,000 people across 650 cities in India, it was found that almost two out of three Indians consider going to the movies in a theater at least once every two weeks or more as their favorite entertainment choice.
While the COVID period was a significant reason behind the recent boom of OTT, convenience made people opt for OTT. But when it comes to the premium experience, theaters are unbeatable and irreplaceable.
The main reason behind this choice is the incredible experience theaters offer. The big screen, the great sounds, and the overall atmosphere all play a major role in enhancing the experience. Not only that, but the bragging rights of the ‘first day first show’ also play a significant role in the overall experience.
The high spirit of the ‘first day first show’ isn’t just limited to the older audience, as 35% of Gen Z prefers it as well.
Additionally, the report revealed that 26% of Generation Z and 36% of millennials, who were born between 1981 and 1996, opt for the cinema experience for their weekly movie outings.
There are also some other interesting data points emerging, such as 35% of respondents prioritizing the movie’s content over language or genre when choosing a theater, while 40% prefer premium experiences like IMAX. Additionally, 74% of movie-goers plan their cinema outings at least three days in advance, as per the report.
OTT indeed provides an alternative in terms of streaming, but that enchanting experience, the goosebumps you get among an audience that is screaming and going mad for a scene, OTT can never recreate that. And that is the biggest factor for most cinephiles and even for casual watchers.
