OTT platform full form, best OTT platforms in India
OTT platforms/streaming services have seen outrageous growth in India as well as other parts of the world over the past few years. They are close to overtaking cable and satellite pay-TV. According to reports, the video streaming service market size could balloon up to Rs 4,000 crore by the end of 2025. As of July 2020, India had as many as 29 crores OTT platform users. But, what is an OTT platform? What does OTT stand for? Are OTT media services paid? Which are the best OTT platforms in India? These are some of the questions we have tried to answer here. Read on to find out.
OTT platform full form/ meaning
OTT stands for 'over-the-top', which refers to any media service that provides streaming of video content like TV shows and movies via app or website over the internet instead of traditional distribution networks such as cable and DTH. The OTTs initially started as the content hosting platforms, but soon dived into making originals of their own. You need an internet connection and a compatible hardware component, which can be your mobile phones, tablets, laptops, or smart TVs, to watch the content. One can stream OTT content any time via these platforms instead of following a guide or waiting for their favourite shows and movies to air. This is among the many reasons why OTT platforms are gaining popularity.
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Marketing on OTT/Over The Top Services
What is the definition of OTT?
OTT stands for “Over The Top” and refers to any streaming service that delivers content over the internet. The service is delivered “over the top” of another platform, hence the moniker.
In previous years, a consumer would take out a cable subscription and their cable TV provider would be responsible for the supply and availability of programming. In the modern era, users can sign up for services like Netflix or Spotify and access their offerings over the internet. The cable provider now only provides the internet connection and has no ability to control what you consume. This separation has big implications for advertising.
Why is OTT important?
Because OTT is a relatively new phenomenon, there is a huge amount of growth potential. Lots of companies are entering the OTT space, leading to a wide variety of options for consumers, and increasing quantities of ad inventory for marketers. As more people cut the cord and move towards online-only media consumption, the way to reach these consumers will increasingly be via OTT services. How marketers can take advantage of these platforms remains, widely, to be seen.
What are the benefits of OTT marketing?
In legacy media ad buying, it can be hard to measure impact. As viewers move toward the OTT space, the ability to show them personalized ads and track click-through rate will mean marketers getthe benefits of old media in terms of attractive packages of content — but with a very modern ability to quantify impact and leverage measurement.
The largest OTT providers
The type of OTT service most users probably interact with most regularly is video OTT. Services like Netflix, Hulu or Disney+HotStar are video OTT services, which provide users with a number of programming options, both in terms of a licensed library of TV shows and films, as well as original programming.
Another major OTT market is audio, with services such as Spotify now almost synonymous with music streaming. Users can access a massive library of recording artists and podcasts via an internet connection.
Remember text messages? Most users now use OTT messaging services like WhatsApp, Telegram or Signal, which allow them to use their internet connection to share information.
Similarly, voice OTT services, like Skype or WhatsApp, are increasingly common instead of phone calls.
What is OTT marketing?
Many OTT services operate on a paid subscription basis, but a large number also run advertisements — or offer tiered packages that allow users to either pay for ad-free experiences. OTT marketing is much like legacy media advertising, usually taking place between songs or episodes, but it is delivered through the streaming media on OTT platforms.
There are two main types of OTT marketing set-ups, client-side and service-side.
In a client-side setup, the viewport for the streaming media loads the ad before the episode or film is shown. In a server-side ad insertion, the ad is integrated seamlessly into the frames of the media, meaning it is not possible to ad-block. However, it is a much more technically challenging proposition to support server-side ad insertion, so it is still relatively uncommon.
OTT should not be confused with VOD video-on-demand service. The latter also allows you to stream videos on different devices, but it doesn't necessarily have to be through the internet. VOD can also refer to the users' downloaded files and even recorded DVR content. OTT is specific to the internet and its content is generally unavailable elsewhere.
Best OTT apps/ platforms apps in India
OTT services in India are one too many, and if you're not familiar with them, it can be a hassle choosing the best one for you. Selecting an OTT platform depends on the kind of content you'd like to stream. For TV shows, movies, and sports, you have Sony Liv and Disney+ Hotstar, while Amazon Prime Video and Netflix are home to some of the best original shows and movies. You have Voot, MX Player, Zee5, and other OTT platforms in India for regional content. We've created a list of the top 10 OTT platforms that are available in India right now, with their subscription plans prices and benefits. Take a look:
1. Disney+ Hotstar
Disney+ Hotstar is arguably the most popular OTT platform in India. The streaming service, now owned by Walt Disney, has a vast catalogue of content that is divided across movies, TV shows, web series, sports, kids content, and news. With Disney owning the service, you also get access to Marvel, Star Wars, and tons of Disney animated movies and shows. Disney+ Hotstar is compatible with both iOS and Android devices as well as PCs and smart TV. To stream content from this OTT platform, you need to subscribe to one of its plans. Disney+ Hotstar subscription is available with two plans: VIP and Premium, which are priced starting at Rs 299. The Premium account lets you stream the entire library of the OTT media service, including the original Disney titles and OTT releases.
2. Netflix
Netflix needs no introduction. The American over-the-top content platform has delivered tons of exceptional and highly-streamed original shows and movies, such as Sacred Games, The Queen's Gambit, Stranger Things, and so on. There are a variety of Netflix subscription plans, namely Mobile, Basic, Standard, and Premium, which starts at just Rs 199 a month. The Netflix plans in India differ in terms of resolution and number of simultaneous viewing, while the catalogue of the content remains the same. Much like Disney+ Hotstar, Netflix work on mobile phones, streaming devices, smart TVs, tablets, and PCs. The good thing about Netflix is that it's completely ad-free.
3. Amazon Prime Video
The subscription to Amazon Prime Video is free with the e-commerce platform's Prime membership, which also includes free Amazon Prime Music subscription alongside unlimited free and quick delivery, exclusive deals and discounts, and access to e-books. The OTT platform Prime Videos is known in India for its original web series such as Mirzapur, The Family Man, Tandav, Paatal Lok, and One-Mic Stand, among others. It's also home to some critically-acclaimed international TV shows and movies, regional content, Bollywood, kids content, and iconic TV shows. Besides English, Prime Video is available in six other Indian languages at the moment. Amazon Prime membership costs Rs 129 a month and Rs 999 a year.
4. Sony Liv
Sony Liv has over 18 years of content such as TMKOC and The Kapil Sharma Show from channels that are part of the Sony Entertainment Network, such as Sony TV, Sony SAB, Sony Ten, Sony Max, Sony Max 2, Sony Six, Sony Pix, and Sony Yay. You can also livestream WWE, European football, La Liga, Champions League, and other sporting events that are broadcasted live on Sony SIX, Sony TEN 1, Sony TEN 2, and Sony TEN 3 channels via the OTT platform in India. The Sony Liv app is also subscription-based, with its plans in India starting at just Rs 199 a month.
5. Zee5
Zee5 is another popular OTT platform in India. It's a home-grown video streaming service, owned by Essel Group, that offers a mix of originals, shows, music, and movies in 12 languages and has a bespoke catalogue of premium content for audiences across India. Zee5 also leverages its partnership with ALTBalaji whose originals, shows, and movies are available for free to ZEE5 subscribers. The streaming service subscription plans start for as low as Rs 99 a month.
6. Voot
This major OTT platform in India is owned by Viacom18, which also runs several TV channels in the country such as Colors, and produces films. Voot brings all these programs under one roof, much like Sony Liv. You can stream all Viacom18 TV shows and movies via the platform's app and website at any time and from anywhere. Initially, Voot was a free-of-cost streaming service, but now the company has introduced plans at Rs 99 per month and at Rs 999 per year.
7. AltBalaji
AltBalaji has also carved out a niche for itself in the Indian OTT platform industry. The streaming service offers a number of original web series and movies, mostly 18+, in Hindi and a variety of regional languages such as Bengali, Hindi, Marathi, Punjabi, Tamil, and many more. AltBalaji subscription plans are as follows: Rs 100 for three months, Rs 180 for six months, and Rs 300 for a year.
8. JioCinema
JioCinema is a video-on-demand OTT service from Mukesh Ambani-promoted telco Jio. The platform is exclusive to Jio users only, with no additional charges. The catalogue of JioCinema content includes movies, TV shows, Jio exclusives, documentaries and trailers. Jio recently also partnered with Disney India to offer popular Disney movies like Toy Story 3, The Jungle Book, The Lion King, and more.
9. MX Player
MX Player has come a long way from being just a video player. It's now among the best OTT platforms in India. MX Player provides users with syndicated content along with its own originals. While the streaming service is completely free of cost, it does interrupt your experience by showing ads in between consuming content.
10. YouTube Premium
YouTube as a streaming device is very popular, but little would know that the platform has its original shows. These shows are exclusive with YouTube Premium subscription plan, which is priced at Rs 129 per month and Rs 399 for three months. This is for a single user. There are also plans for a family with up to five members and students. The latter is priced at Rs 79 a month, while the family plan costs Rs 189 per month. Moreover, Premium customers do not have to watch any sort of ads and also get access to the YouTube Music service.
Rise of OTT platforms
The lockdown induced by COVID-19 saw the consumption of online content increase manifolds. Before that, OTTs in India had a niche market. As the cinema halls were shut, several users switched to OTT platforms for entertainment. Even producers found it feasible to release their films via streaming services to cut down on losses. 'OTT release' became quite normal for films last year. However, with the things getting back to normal and the cinema halls now allowed to operate with 100 percent capacity, the OTT release may come down a little this year. While this shouldn't affect the business of OTT platforms much, it'll definitely take some audience away who loves to watch movies on the big screen in cinema halls.
OTT platforms FAQs
How do I access to OTT platforms?
OTT platforms can be accessed via an app or website, which works on pretty much any device out there that supports the internet. As long as you're connected, you can stream content from these platforms.
Are OTT platforms paid and do they require login?
Most OTT platforms are paid and require a login to stream content. Some OTT streaming services offer a 30-day trial that lets you stream the content for free for the initial month. Thereafter, you're charged with the subscription fee, which is deducted automatically from your account, if you wish to continue. That said, Airtel, Jio, and Vi offer a free subscription to most OTT platforms in India.
Which is the cheapest OTT platform in India?
Among the best OTT platforms in India, Zee5 is the cheapest. This is followed by Sony Liv and Disney+ Hotstar VIP.
Which OTT platform has the highest number of Hollywood movies?
That would be Netflix, followed by Disney+ Hotstar Premium and Amazon Prime Videos.
Which OTT platform has the highest number of Hindi movies?
This should be Netflix, then Amazon Prime Video and Zee5.
Which OTT apps offer live cricket streaming in India?
Live cricket streaming such as IPL is mostly on Disney+ Hotstar and Sony LIV. The platforms also provide live coverage of other sporting events such as football, tennis, badminton, Olympics, and more.
OTT platforms with regional content
Hoichoi (Bengali), Sun NXT (South Indian languages), Aha (Telugu), Planet Marathi (Marathi), Koode (Malayalam), Addatimes (Bengali), and CityShor.TV (Gujarati), among others.
How do OTT platforms make money?
The main source of income for OTT platforms is through subscription. In addition to that, some OTT services make money via ads and downloads. While it looks like the earnings would be great, OTT platforms often operate in negative cash flow. They have to buy the content from other production houses to attract users.
Who regulates OTT platforms in India?
Last year, the government brought the video streaming OTT platforms under the ambit of the Ministry of Electronics and Information Technology. The ministry is said to monitor the working of these platforms in the country. Additionally, it's believed that the OTT platforms would have to apply for certification and approval of the content they wish to stream from the ministry.
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