That an excessive amount of of something is unhealthy, applies additionally to the deluge of OTT content material that got here our approach put up the OTT growth in India, extra so within the interval following the pandemic. Earlier this yr, in response to a examine by Accenture, 77% shoppers in India admitted feeling overwhelmed by the variety of streaming providers to select from. Moreover, 41% unsubscribed from at the very least one of many prime 5 OTT platforms. With new exhibits and movies dropping virtually each week — the query is: may this explosion of content material trigger high quality to undergo by the hands of amount?
The Household Man and Rip-off 1992 actor Sharib Hashmi agrees. “This was bound to happen. We need to keep a check on the quality or else we’re going to dig our own grave. People take 10 minutes to discard content if they don’t like it because there are a thousand other shows and films to watch,” says Hashmi.
Echoing related sentiments is Aarya and Monica, O My Darling actor Sikandar Kher. He notes, “Quality and quantity have been such a subject of discussion over the world. You go to the West or anywhere — I’m sure tonnes of projects are being made, and not all of them will be of quality.”
Robust instances forward for high quality content material?
India’s rising OTT base (353 million to 424 million; as per an Ormax report from 2022-end), signalling that demand exists, should be taken with a pinch of salt. With lavish promotional methods and budgets to mount initiatives on, high quality content material — of the sort that after kicked off the OTT revolution — might not stand an opportunity.
Actor Sunny Hinduja says, “Earlier, with fewer options, good shows got more attention. Now, there’s so much content that good stuff might go unnoticed if it’s not promoted well or doesn’t have famous people,” he says.
Nonetheless, actor Pankaj Tripathi, the headlining star of one among India’s OG net sequence, Mirzapur, brushes off that concern: “Log dekh lenge. They decide within minutes what they like or don’t. Woh itne sab mein se achcha dhoondh lenge. Aur aisa nahin hai ki promote nahin hua toh log nahin dekhenge.”
Certainly, exhibits sans any huge names have out of the blue discovering themselves in the course of the limelight. It occurred with Rip-off 1992 in 2020 and Kohrra has acquired related acclaim since its launch in July.
Rasika Dugal provides, “OTT is a thriving, competitive space. Every month, there is a new show, with new actors and directors. That, to me, is a sign of change. I think it’s a positive environment. It’s nice to see different genres.”
Actor Harman Baweja, who shocked everybody along with his flip in Scoop this yr, says that he has all the time believed good content material can by no means get “buried”. “Be it less promotions, lesser-known platforms or even lesser-known actors. Eventually, good content will always rise to the top. OTT gives opportunities to so much more talent, because, typically on the big screen, one looks at film economics, which work very differently,” he opines.