Over the top platforms (OTT) have become a part of our daily lives, it is a way to access content of your choice directly with an internet connection.

Viewers do not need a cable connection, set top box or satellite dish to get access to what they prefer to watch, Netflix, Amazon prime, voot and jio are some of the examples of such services that are known as OTT platform available in India.

At present, there are approximately fifty OTT service provider in the country, it is a growing business opportunity as it is popular with the youth who want to be in control and have the choice to see and hear what they like.

OTT  has led to a shift in how we listen to songs and view videos, it gives the individual a personalized approach, there is no limit to the type and format of movies and music that one can find on these platforms and although some of them are paid subscriptions, it is a small price to play for getting what you want as per your convenience.

The audio visual media is an extremely competitive industry, we have smart television, online radio station, online streaming sites such as You tube, Sony LIV, TVF, MX player etc. that are all trying to get the attention of the target audience particularly the youth which is easier said than done.

In fact, there are hundreds of channels in every category, sports, general entertainment, documentary, news channels the list goes on, we have reached a stage where there is so much to watch with so little time left to spend in front of the screen.

OTT has changed our viewing habits, those who do not understand English, Hindi or any regional language can view a Hindi or English movie in the language of their choice with subtitles and translation.

India is a country with the fastest growing number of internet users in the world with the youth being a major part of our the population who are active internet users.

Studies have shown that users prefer to access the OTT service using their mother tongue instead of English, reaching out to people who had difficulty understanding English.

When we think of OTT, it is associated with television and videos, we must not forget voice calling and messaging services and apps such as Skype, WeChat, WhatsApp, Facebook messenger etc. that have changed the way we communicate with others in real time.

OTT have one thing in common with other mediums of entertainment, they depend on advertising and marketing to stay in the business and make a profit, this is applicable to both free and paid content viewed on these platforms.

The time spent viewing content, since the start of the pandemic has increased with access to many web series that have got the attention of the target audience.

OTT platforms are at a stage where there is no censorship on the type of content available, it is in a situation where anything goes and it is difficult to know in which direction it will take in the years to come.