Article 
With the advancements in technology and cheaper and faster mobile data availability across the country, there has been a sea change in the infotainment sector over the past decade. The best and the most meaningful has been Over-the-Top (OTT) content, provided by various service providers and media platforms through online streaming. There is an increasing fondness toward online streaming by viewers, as it has provided both convenience and control of watching content in viewers’ hands, making entertainment possible anywhere and anytime. OTT platforms offer viewers the option to download their favorite shows. Viewers can pause, rewind, and watch their preferred show anytime without any interruption.
Netflix, Amazon Prime, Hotstar, ALTBalaji, Voot, SonyLIV, ZEE5 and many other OTT platforms have set up shops in India to capture this boom in the infotainment sector. Viewers today are more than willing to spend their time and money on streaming media than cable TV subscriptions or other forms of televised content. Consumers are looking for value for money, and hence are willing to pay a premium for quality content and prefer quality over quantity.
Companies are also using Artificial Intelligence (AI) to study viewer preferences, create personalized content, and provide a better video streaming experience. Consumers are bingeing on freshly brewed content and its popularity can be judged from the fact that there are so many shows that are not aired on TV but available only on OTT platforms. Thus, branded content will see higher demand with consumers looking for content that is authentic, useful, and perfectly tailored to their needs.
From both a technology and content standpoint, OTT platforms are providing unparalleled experience and hence OTT is #MyMeaningfulMedia.
