Now streaming, more than ever: Netflix, Amazon, others need to up their game

Amidst the nationwide lockdown, OTT platforms are striving to meet the growing entertainment appetite of viewers. According to a recent survey by mobile marketing platform InMobi, 46% viewers are watching more content online. Another consumer survey conducted by Hammerkopf has found that OTT consumption primetime has moved to 7 pm onwards, as opposed to 10 pm-12 am before.

What this means is that the likes of Netflix, Hotstar, Amazon Prime Video, Zee5, ALTBalaji and Voot Select will have to up their game. Experts believe that viewership on these platforms could grow further in the coming days, as television channels run out of content. “As these channels have been unable to shoot due to the lockdown, they are running old content. In such a scenario, people will gravitate towards OTT to watch fresh content,” says Paritosh Joshi, media consultant and principal, Provocateur Advisory.