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What Are the Reasons Behind the Increasing Popularity of OTT Platforms


The internet brought a lot of transformations to our lives, and one of those changes is how we consume our entertainment. With the evolution of the internet, watching movies and shows has become more enjoyable. These days internet users prefer OTT (Over the Top) platforms to watch movies and shows rather than watching them in a movie hall or on television, as these platforms provide easy access to content. With an internet connection, you can watch them anywhere, anytime. 

India’s first OTT mobile app, nexGTv, was launched in 2010 by Digivive. But the revolution in the OTT space occurred in 2013 when Ditto TV and Sony live were launched. gaana Ditto TV was a video-on-demand platform containing shows across all media channels. Later it got integrated with gaana Today, a gaana subscription offers access to premium content, Live TV, Before TV, and much more. You can watch them according to your convenience on mobile, TV, or laptop. You can select either an annual or a 3-month membership in the gaana subscription.

sony livi s another major player in the OTT space in India. A sony liv Select subscription offers access to AD-Free content, exclusive global premieres, exclusive international shows, top-rated original series, Live TV, Before TV and much more. sony liv only offers an annual subscription.

The other significant players in the OTT market in India are Netflix, Amazon Prime and Disney+Hotstar. 

Reasons for the popularity of OTT platforms in India 

No doubt, OTT brought a revolution to the entertainment segment, and a few reasons for its increasing popularity are:

  • Better viewer experience

OTT platforms offer access to premium content to their members. Their ad-free offer ensures that viewers are not watching unnecessary advertisements between movies and shows. It enhances the experience of viewers.

  • Access from anywhere

One of the most significant advantages of OTT platforms is anytime, anywhere. Unlike conventional TV, you don’t need to wait for a particular day or time to watch shows or movies. With a subscription to any OTT platform, you can watch your favourite content anytime, sitting in any corner of the world; the only condition is that you need an internet connection. Further, with the Before TV option available in a sony liv subscription and the Gaana subscription, you can see TV shows 24 hours before their broadcast.

  • Growing internet and smartphone base in India 

At the end of 2021, India had a mobile subscriber base of 1.2 billion, and among them, more than 700 billion were smartphone users. India’s smartphone user base is expected to touch the 1 billion mark by 2026, and the rural market is expected to drive this growth. 

With the GOI promoting local manufacturing of smartphones, there may be further price reductions for smartphones in the times ahead. It can again boost the sales of smartphones in the country, especially in rural areas. The smartphone market in rural areas is expected to grow at a CAGR (Compound Annual Growth Rate) of 6% between 2021 and 2026. The GOI has a target to fiberise all villages by 2025. It can further strengthen the sales of internet-enabled devices in the rural market.

  • High prevalence among the young population

India has the largest young population compared to other nations. The inclination of the young population toward smartphones and a behavioural shift to OTT platforms from conventional TV increases the subscription base of OTT players in India.

  • Plenty of choices 

OTT platforms offer content across the globe that is better in terms of entertainment than the content broadcasted on conventional TV channels. In an OTT platform, you have the flexibility to pick the content of your choice from a wide range.

  • Affordability

Affordability is the other feature of OTT that attracts people. With a single subscription, you can watch content available in different languages.sony liv subscription is available at Rs.299 for 12 months. At the same time, Gaana charges Rs.699 for a 12 months plan and Rs.399 for a 3 months plan.

Apart from purchasing a plan, there are other ways to enjoy the movies and web content available on OTT platforms; they are available for free with various services and products. With the Bajaj Finserv Wallet Care Entertainment+ plan, you can enjoy a one-year subscription to both sony liv and

Affordability is the other feature of OTT that attracts people. With a single subscription, you can watch content available in different languages. sony liv subscription is available at Rs.299 for 12 months. At the same time, Gaana charges Rs.699 for a 12 months plan and Rs.399 for a 3 months plan.

. Other benefits of the Wallet Care Entertainment+ plan are:

  • Emergency travel assistance in India and abroad. It includes paying the bills in hotels and the replacement of travel tickets. Further, the insurer offers an emergency cash advance to the insured if s/he is stranded at any location in India.
  • A single call for blocking all your lost cards. This service is available round the clock. 
  • Free PAN card replacement services if it’s lost or stolen.
  • SIM card blocking, if you lose your smartphone 
  • Valuable document registration
  • Complementary fraud protection for your mobile wallets and payment cards. Coverage of up to Rs.2 lakh against phishing, PIN-based fraud and tele-phishing.

You can enjoy all these benefits at an annual premium of Rs.849, including all taxes. However, the plan does not include deliberate losses and losses that happened when the insured person was under the influence of alcohol.

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