With OTT apps gaining larger quantities of subscriptions with elevated time spent in 2020, the platform’s function within the media combine has modified too. Karthik Nagarajan from Wavemaker pens down OTT tendencies 2021.
To say that the pandemic was the ‘progress hack’ that the OTT business was searching for can be stating the apparent. Nevertheless, I really feel the true information was how the definition of the ‘OTT business’ itself modified in 2020 thus redefining OTT tendencies 2021.
It’s at present clearly no extra the remit of only a handful of entrepreneurs and platforms, few particular ‘OTT kinda’ genres or the ‘OTT kinda’ actors and creators, all of which have been the stereotypes that have been additionally partially true till lately.
The mainstreaming of this medium occurred in India, not so quietly in 2020. Whereas ‘crystal balling’ something must be frowned at after the type of 12 months we simply had, listed here are some tendencies that largely appear inevitable.
The House Field Workplace is right here to remain
It’s ironic that I’m utilizing a model title that simply shut store within the nation as a ‘future pattern’ however stick with me for a bit (and attempt to not think about the acronym).
Precisely eight years again, Kamal Haasan got here up with a novel thought to launch his movie Vishwaroopam on DTH, a day earlier than its theatrical launch (roughly 4 weeks earlier than Netflix launched its first-ever authentic – Home of Playing cards).
It was met with the identical criticism from theatre house owners that some movies confronted in 2020 for going on to OTT. Nevertheless this time, the time for the concept has arrived, and therefore, the innovators prevailed. ‘Ponmagal Vandhal’ and ‘Gulabo Sitabo’ normalized top-billed movies discovering an OTT launch in Tamil and Hindi respectively.
Additionally Learn: #RoadTo2021: How to ace storytelling in 2021?
This pattern opens up a complete new world of alternatives for manufacturers. The Tata Tea Gold affiliation with Shakuntala Devi on Amazon Prime is a superb instance, the place the model not solely partnered with a movie that completely mirrored its ethos of ‘Dil ki suno’, but additionally took the affiliation to commerce, the place it was capable of impression prospects searching for grocery on Amazon pantry. The bigger story right here is that promotional tie-ups for a model for OTT movies supply extra outcome-based, measurable potentialities throughout the advertising and marketing funnel.
The promising SVOD potentialities for manufacturers
It’s a misnomer that AVOD is the one playground for manufacturers on OTT channels and 2020 was an ideal instance of this.
The way forward for content material advertising and marketing for manufacturers isn’t pre-rolls however the skill to leverage cultures and sub-cultures and authentic content material past the paywall is the place these cultures take form.
No, I’m not speaking about AFP or product placements in a brand new avatar however about manufacturers making sure sorts of content material viable and exhibiting off its stripes, as in opposition to simply ‘promoting’. I feel it’s protected to say that we’re prone to see many extra manufacturers taking positions on integrations with each fictional in addition to non-fictional content material on OTT channels.
Profitable in a number of India(s)
You might depend with a single hand, the variety of authentic content material items created on OTT platforms in regional languages, up till 2018. Nevertheless, the final two years haven’t solely seen an explosion within the variety of platforms catering to non-Hindi and English languages but additionally the variety of mainline, regional language cinematic creators taking to this medium – from high actors to administrators.
Add to the truth that we’re lastly creating authentic Indian content material like Rip-off 1992, which isn’t the Indian model of a world format/present however a quintessentially Indian story. Whereas it’s not a actuality but, the extra attain by means of dubbing of content material like this can be a big, yet-to-be unlocked potential. What this implies for manufacturers is the extraordinary alternative this provides to personalize at scale – each on AVOD and SVOD platforms.
This piece has been authored by Karthik Nagarajan, Chief Content material Officer, Wavemaker India.