Latest star entry: Relevance of OTT (Over-the-top) services
Today’s generation is increasingly invested in OTT entertainment services. These have seen their perfect audience in the youth searching for respite. OTT’s seamlessness and being present within a few touches have been key factors for its near-meteoric rise in just a few years as viable mainstream entertainment. They provide the quality as well as the quantity for their content-hungry, ready-to-binge audience simultaneously across the world. This global trend has exacerbated the traditional box-office theatrical industry’s apprehensions towards OTT’s rise. And thus, the debate as to the possibility of OTT dominance very soon.
Decoding OTT & content binging
There is little doubt in stating that streaming services are better equipped for creating critically appreciable and curated content. This is majorly in line with their current model of operation along with acquiring online rights for most theatrical releases quickly after their time in theatres (many even during their run!). This hybrid business model has been made keeping in mind the demographics of new audiences entering this entertainment system literally every day. Many are in search of worthwhile and enriching content which are intellectually as well as emotionally superior to the good-ol’ commercial entertainers. On the other hand, there is a growing majority of people seeking OTT for reliving and relishing in the latter rather than be challenged or stimulated for good measure. This has resulted in the above-mentioned priorities of these streaming services.
Future is anything but boring!
Having said the above, it can be clearly observed that services such as Netflix & Amazon Prime are not shying away from creating their original content by collaborating with some of the finest cast & crew of the movie industry. In the context of India, the fastest-growing audience of OTT, their original series such as Sacred Games, Delhi Crime & Bard of blood (Netflix) and Mirzapur, Family Man & Paatal Lok (Amazon Prime) boast their collaboration with a stellar cast & crew. These have received rave reviews along with a near cult following among the eager audience. This is just but an example of how effective OTT can be for a better entertainment experience. Veterans like Anurag Kashyap & Martin Scorcese have collaborated with Netflix for their movie production as well as releases on its platform. This trend of independent, content-seeking, 21st-century members of the movie industry becoming increasingly involved with the streaming services’ effort to boost their collection is a clear sign of a shift from traditional movie-making. The latest example of Kashyap’s release of “Choked” film directly on Netflix is just the start of the road. Therefore, a movie release across the globe on OTT is as near a dream as is an inevitable reality.