OTT PLATFORMS

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OTT platforms are online streaming services that provide video content, such as movies, TV shows, web series, and live sports, directly to users over the internet, without the need for cable or satellite TV subscriptions. 

Some of the factors that have contributed to the growth and popularity of OTT platforms are:

- The availability of affordable and fast internet connectivity, especially in developing countries like India, where the average cost of 1 GB of mobile data is around Rs 12, and the average internet speed is around 17 Mbps.

- The increasing demand for diverse, original, and quality content, especially among the younger and urban audiences, who prefer to watch content that reflects their tastes, preferences, and identities, rather than the mainstream and formulaic content offered by traditional media.

- The convenience and flexibility of watching content anytime, anywhere, and on any device, such as smartphones, tablets, laptops, or smart TVs, without being bound by fixed schedules, advertisements, or censorship.

- The emergence of various OTT platforms, both global and local, that cater to different segments, genres, languages, and budgets, offering users a wide range of choices and options to suit their needs and interests.

Some of the popular OTT platforms in India and abroad are:

Netflix:

Total subscribers - 213 million subscribers in more than 190 countries

Content -Netflix offers a vast library of movies, TV shows, documentaries, and original content, across various genres and languages, such as drama, comedy, thriller, horror, romance, sci-fi, fantasy, animation, and more.

Subscription-based model - Different plans ranging from Rs 199 to Rs 799 per month in India, and from $8.99 to $17.99 per month in the US.

 Netflix has a user-friendly and personalized interface, where users can browse, search, and discover content based on their preferences, ratings, and recommendations. Netflix also allows users to create multiple profiles, download content for offline viewing, and adjust playback settings, such as subtitles, audio, and speed.

Amazon Prime Video: 

Total subscribers - 175 million subscribers worldwide.

Content - Amazon Prime Video offers a wide range of movies, TV shows, documentaries, and original content, across various genres and languages, such as action, adventure, crime, drama, comedy, horror, romance, and more. 

Subscription-based model- Amazon Prime membership, which costs Rs 999 per year or Rs 129 per month in India, and $119 per year or $12.99 per month in the US. 

Amazon Prime Video also allows users to create multiple profiles, download content for offline viewing, and adjust playback settings, such as subtitles, audio, and speed.

Disney+ Hotstar:

Total subscribers - 46 million subscribers worldwide, leading platform in india, also operates in other countries, such as the US, Canada, UK, Singapore, and more.

Content - Disney+ Hotstar offers a rich and diverse collection of movies, TV shows, documentaries, and original content, across various genres and languages, such as family, kids, animation, superhero, fantasy, comedy, drama, thriller, and more.

Subscription-based model - Disney+ Hotstar has a freemium model, where users can watch some content for free with ads, or subscribe to one of the two paid plans, Disney+ Hotstar VIP, which costs Rs 399 per year, and Disney+ Hotstar Premium, which costs Rs 1499 per year or Rs 299 per month.

Disney+ Hotstar has a colorful and attractive interface, where users can browse, search, and watch content based on their preferences, ratings, and recommendations. Disney+ Hotstar also allows users to create multiple profiles, download content for offline viewing, and adjust playback settings, such as subtitles, audio, and speed.

ZEE5: 

Total subscribers - 65 million active users.

Content - ZEE5 offers a huge and varied library of movies, TV shows, documentaries, and original content, across various genres and languages, such as drama, comedy, thriller, horror, romance, and more.

Subscription-based model - Different plans ranging from Rs 99 to Rs 999 per year, or Rs 49 to Rs 299 per month

ZEE5 has a vibrant and easy-to-use interface, where users can browse, search, and watch content based on their preferences, ratings, and recommendations. ZEE5 also allows users to create multiple profiles, download content for offline viewing, and adjust playback settings, such as subtitles, audio, and speed.

The impact of OTT platforms on local culture, traditional television and cinema industries in India
- OTT platforms have enabled the creation and consumption of more diverse, original, and quality content, that reflects the realities, aspirations, and identities of different segments, communities, and cultures in India, such as women, LGBTQ+, Dalits, Muslims, and more.
- OTT platforms have also increased the awareness and appreciation of different regional and international content, such as Malayalam, Tamil, Korean, Turkish, and more, among the Indian audience, fostering a more inclusive and global culture.
- OTT platforms have also posed a threat and challenge to the traditional television and cinema industries in India, which have been facing a decline in viewership, revenue, and relevance, due to the competition and disruption caused by the online streaming services. 
-OTT platforms have also exposed the shortcomings and limitations of the traditional media, such as the lack of innovation, diversity, and quality, the dominance of star power, the influence of censorship, and the dependence on advertisements. 
-OTT platforms have also changed the consumption patterns and preferences of the Indian audience, who are increasingly opting for online streaming over cable or satellite TV, or theatres, due to the convenience, flexibility, and affordability of the OTT platforms.
- OTT platforms have also created new opportunities and challenges for the traditional television and cinema industries in India, which have to adapt and evolve to the changing market and consumer dynamics, and leverage the potential and benefits of the OTT platforms.

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