Emergence of OTT Content
Over-the-top (OTT) media services have seen tremendous growth over the past
decade with the widespread adoption of high-speed internet and availability of
affordable smartphones. This has led to the emergence of several OTT platforms
that deliver video and audio content directly to consumers without requiring
users to subscribe to traditional cable or satellite pay-TV services. Some of
the most popular OTT platforms that emerged in recent years include Netflix,
Amazon Prime Video, Disney+, Hulu, YouTube and many regional players. These
platforms leverage the internet to deliver on-demand content to users across
different devices including smart TVs, gaming consoles, streaming media
players, computers and mobile devices. The popularity of these platforms has
surged globally as consumers preferred the flexibility of watching content
anywhere, anytime on their preferred devices without any contractual
obligations of traditional pay-TV services.
Rise of OTT Content
To attract and retain subscribers, OTT
Content platforms
have increasingly focused on producing high-quality original content in the
form of movies, TV shows, documentaries and comedy specials. This original
content serves as a major differentiator for these platforms and gives them an
edge over competitors. Netflix led this trend by heavily investing in exclusive
original programming like House of Cards, Stranger Things and Squid Game that
became pop culture phenomena. Other platforms like Amazon Prime Video, Disney+
and Apple TV+ have also pumped in billions of dollars to create
critically-acclaimed and commercially successful shows. This boom in original
content has transformed OTT platforms into powerful studios that can compete
with Hollywood for talent and creative work. It has led to a golden age of
television with new high-production value content appearing almost every month
across platforms. The availability of original exclusive shows is a big factor
for viewers subscribing to different OTT services.
