Is OTT Platforms killing Traditional TV Systems?

Startagist Web Desk — Tue, 06 Oct 2020 13:14:50 +0000

In the current era of digital technology, the movement from traditional TV viewers to Over-The-Top (OTT) platform is quite impressive. Further, in the lockdown times during the Covid-19 pandemic propelled the growth of this segment that was already booming. The closure of movie theaters led to the exposure of OTT as the new big screen. Now for this answer to the above topic, we have to understand a few points.

What is OTT?

OTT (Over the Top) services refer to any type of streaming video or media content that allows viewers to access movies or TV shows by sending the media content directly through the Internet. An OTT platform provides an application-based service that streams content directly to the user’s device through traditional content delivery channels via the Internet.

The Drawbacks of the TV systems

The traditional model of the TV system does not give flexibility to the consumer to view their favorite TV show or movies whereas OTT platforms provide this feature. An OTT platform consumer can choose their favorite TV show or cinema with the range of connected devices separately. OTT Platform support wide range modes of access regardless of platforms like mobile, smart TV, SET-top box, etc. So Internet plays a vital role in the OTT module as content of the OTT reaches viewers through it. TV operators are facing a big challenge on how a customer will get the best viewing experience to their OTT platforms.

Why OTT platforms get more popularity?

Many factors have gone into making OTT extremely popular with the public.

Consumer can choose different package as per their needs.
Premium content come into different OTT platforms
Large variety modes of access: Through Internet-connected consumers can access OTT content devices such as
phones (including Android, iOS, and Windows-type mobile devices),
smart TVs (such as Google TV),
set-top boxes (such as Apple TV, Fire TV),
gaming consoles (such as the PlayStation 4 and Xbox One),
Tablets and Desktop and Laptop computers.
OTT provides content using data-driven approach by using they can observe how much engagement happening with respect to content.

List of some Top OTT platforms in India:

Amazon Prime Video
Netflix
Disney+ Hotstar
Voot
ZEE5
Sony LIV
MX Player
ALT Balaji

What Difficulty currently facing by the OTT?

The biggest challenge facing content delivery based on the OTT platform is distribution. For example, delivery through OTT platforms requires users to have TVs connected to the internet, which means replacing traditional TVs with newer TVs with internet.

Conclusion

However, the growing adoption of OTT viewing shows those users ultimately see it as a small price to pay for the convenience and affordability it offers in the long run, especially among younger people. As the Indian market has a bright future in the entertainment industry, the OTT platforms will be alternative for consumers if they provide good quality content.

Photo by freestocks.org from Pexels

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Amazon Music is Available for Prime members in India

Sujith Nair — Thu, 01 Mar 2018 11:12:53 +0000

Amazon’s Prime Music has launched in India. The service is available for Prime subscribers in India at a time when the digital content sector is hotting up on the back of exponential growth in data usage on mobiles.

Amazon is keen on pushing its music service through its voice-controlled, intelligent personal assistant Alexa. Amazon’s Echo and Echo Dot smart speakers use Alexa for voice control.

Amazon will begin by offering music in ten languages like English, Hindi, Tamil

Amazon will begin by offering music in ten languages like English, Hindi, Tamil, without any additional costs for Prime members who pay a subsidized annual fee of Rs 999. Users can also download songs without any additional charges and enjoy ad-free listening, said Sean McMullan, head of international expansion for Amazon Music. He told that voice-controlled devices like Alexa were transforming the way people consumed music. We are moving from streaming music on our mobile phones to voice-based streaming, he said. Amazon Music will be made available on Android, iOS, Amazon Fire TV an Echo devices.

Amazon India captured the streaming media market in India with the launch of Prime Video in India. Amazon’s Prime Video was included with the Prime membership which offers free shipping, one-day and two-day deliveries, among others.

The Prime Music service will provide access to unlimited ad-free music streaming across various genres and languages. With this, the Amazon Prime can be termed as one of the best value for money proposition when it comes to media streaming services.

The launch of the Prime Music service in India comes just after Amazon increased the price of Prime membership from ₹499 to ₹999 — after an introductory period of about one year.

On Tuesday Tencent was leading a $115 million or Rs 740 crore in music streaming service Gaana. The financing round also saw participation from Gaana’s parent, Times Internet, a statement from the company said. Times Internet is a part of Times Group which publishes this newspaper.

In the last few years, global players like Apple Music, Google Music have entered the India market

Along with Gaana, another domestic music streaming service, which is largely dependent on advertising revenue, is Saavn, backed by Tiger Global and other investors. In the last few years, global players like Apple Music, Google Music, and now Amazon have entered the India market which charge a subscription fee. Amazon Music is a paid product in the US where it competes with the like of Spotify. It is available across 30 countries globally.

In terms of music streaming services, Amazon ranks third globally, with over 16 million paid subscribers. Indian operation will surely help Amazon to garner more subscribers.

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