Because of the epidemic that is causing more and more people to stay indoors, more Indians are signing up for video over-the-top (OTT) services today. “It’s encouraging to see OTT becoming a popular medium.” It was only a layer of fun before the epidemic. “We now have a massive market potential,” says Divya Dixit, AltBalaji’s senior vice president of marketing and revenue.

The two main drivers of the OTT industry are primarily content and pricing. Firms have experimented with both throughout the years in order to attract more users to their platforms. With the pandemic increasing OTT usage exponentially, marketers are aggressively developing plans to diversify their content mix and serve to a wider range of audiences. “Consumers are choosing their own content.” That, I believe, represents a significant shift in thinking,” says Gourav Rakshit, chief operating officer of Viacom18 Digital Ventures, which owns Voot and Voot Select.

While corporations are focusing on localised programming, particularly Originals, to capture viewers’ attention, another trend that is gaining momentum is family-oriented shows.

“We want to focus on family entertainment,” says Manish Kalra, CEO of ZEE5 India. He believes that customers’ thirst for new content gives OTT platforms with several opportunity to experiment with new, distinctive, and original subjects and formats.

AltBalaji also intends to create new shows for the family market. “Our content strategy will be operating on two tracks — one inclusive, targeting families who are sitting together to enjoy Originals, and the other individual, where a viewer can continue to select what he or she chooses to watch alone,” Dixit adds.

Netflix, which just reduced its fees, is also beefing up its family entertainment offerings. “Whether you intend to watch with your family or just on your lonesome, Netflix will have something for everyone,” a company spokeswoman said.

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