How has OTT evolved and where is it going

We create innovative solutions against the problems as a trend. With the conventional means of video content, many problems were associated. They were mainly due to the content distribution format which did not match the habits that people had started to develop.

All technological advancements have been geared towards convenience. The shift from the shopping scene to digital media has been a huge revolution in society. Now people are used to making decisions on their own, without constraints of time or place.

While content consumption has surged from conventional TVs to customizable satellite networks, it hasn’t been enough. There was more to refine. Not just the channel selection, but the show selection and more was what customers wanted.

The simple solution to this was an OTT platform. OTT like Prime Video, Aha and others main OTT platforms in India give users the freedom to select the shows they want to watch. They can choose from a pool of shows and it’s rarely because they can’t find what they need.

On the flip side, these OTTs also do a great job with AI by engaging a customer with personalized suggestions to watch out for.

It is not the ultimate solution to the entertainment needs of humans, which would be a pool of anything and everything. For example, a downside of OTTs is that they are broadcast in a limited number of languages. Netflix may not have Telugu content. Although we have Aha, a user would need to purchase multiple subscriptions to enjoy content in both languages.

The rise of OTT

With more and more people turning to the means of online entertainment, the OTT industry has exploded. With Netflix leading the game globally, along with its domestic competitors like Prime Video, millions of people have found value in these OTTs who then decided to ditch cable TV or satellite connections.

Another advantage of the OTTs was the price. They could be quite affordable. You can find tons of content at a nominal price of as little as Rs 99 per month. It works because people have access to a huge range of content at their fingertips. Moreover, they could select the platform according to their interests, type of shows, etc.

However, we are also affected by the rise of OTT convenience offerings.

No time to think!

Since we have the option to be entertained at any time, it is very easy to click on a thumbnail and watch an entire show. It can also be the first thing we would be drawn to when we are bored. Because we stay so engaged all the time, we risk losing other important things. Ultimately, going to the gym or spending time in the kitchen preparing healthy foods or learning new skills can get behind schedule. While you don’t have to constantly learn new skills, it becomes a problem when you can’t even think about it.

The future of OTT

We are moving towards a platform which is the combination of Netflix, Prime Video, SonyLIV, Alt Balaji and everything in between. Such a platform is not run by a single company. On the other hand, it is up to the users themselves. They can probably organize the type of content they want to see based on languages, genres, and even actors. Such a platform will eliminate the current limitations of the OTT industry. And I think that’s where we’re headed.


OTTs are here to stay. Not only can you enjoy the bonuses, but also contribute to the platforms by creating your own content. Many video streaming platforms like YouTube allow you to do this.

You can be part of the online content consuming audience for a subscription fee. Try it for yourself and try to make the most of it while you do it.

Karl M. Bailey

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