Broadcasters led OTT platforms bet big on original content

To cater to the Indian viewers’ varied entertainment needs, the ‘big four’ among the broadcaster-led OTT platforms in the country are investing heavily in creating original shows and adding features to their apps. They are also beginning to charge higher subscription prices for premium offerings.

The ongoing pandemic has resulted in a sharp rise in time spent on video streaming apps, strengthening the relevance of these apps in the lives of consumers. As per a BARC-Nielsen study, there was a 19% increase in the time spent on watching OTT originals during April and May compared to January 2020.