Home > Essay examples > The Rise of Over-The-Top (OTT) Media Platforms: An Overview

Essay: The Rise of Over-The-Top (OTT) Media Platforms: An Overview

Essay details and download:

  • Subject area(s): Essay examples
  • Reading time: 6 minutes
  • Price: Free download
  • Published: 1 October 2019*
  • File format: Text
  • Words: 1,527 (approx)
  • Number of pages: 7 (approx)

Text preview of this essay:

This page of the essay has 1,527 words. Download the full version above.

Communication and entertainment are vital to survival, and even the most primitive creatures too have their own ways of communicating, however crude or unstandardized they were. Communication is a natural occurrence that has existed since the dawn of time. A humanity without communication is unimaginable. Similarly, entertainment is an important part of our regular activities. Different people seem to enjoy themselves in various ways, but the gratification it gives the human understanding cannot be exaggerated. Various media have evolved over time. People used tactics like as smoke signals, signs and symbols, and storytelling in prehistoric times. There were the more standardized manuscripts, which were handwritten documents. Newspapers, letters, telegrams, telephones, and more cutting-edge mass media such as radio, television, and, more recently, the Internet were all born as a result of technological developments.
With the introduction of the Internet, the entire planet was engulfed in an all-encompassing surge of knowledge, and the world was limited to a village, where everything is easily accessible. Without a doubt, the Internet is the invention that has made the world appear most tiny and connected. Because of the Internet’s impact on audience consumption patterns, producers have now been commissioned to make innovative program and content delivery systems that were previously unheard of. OTT platforms were one such invention that made possible for direct-to-consumer chain. OTT, or over-the-top content platforms, are media platforms that, according to Tata Consultancy Services, “provide film and television content directly from producer to consumer, bypassing the traditional distribution streams of cable and satellite TV, an exchange driven by the Internet.” Netflix, Disney Hotstar, Eros Now, Amazon Prime Video, Voot, and other OTT platforms are popular in India and worldwide. (Saini,2020)
The way people consume media has changed as a result of globalization. The emergence of new OTT media, which provides services to viewers directly via the internet, has been fueled by an increase in the number of internet connections, better networks, technological innovations, and the availability of smart gadgets. India is expected to become the second-largest OTT market (after the United States) by the end of fiscal 2023, with a market value of ‘138 billion. Given the Federation of Indian Chambers of Commerce and Industry’s (FICCI, 2019) projection of 30–35 million OTT users in India by 2021, there appears to be a significant likelihood that OTT services will soon bypass traditional media distribution methods. As a result, famous OTT service providers such as YouTube, Netflix, and Spotify have played a key part in the expansion of data streaming, with video streaming apps increasing by 140 percent in Australia, India, Indonesia, South Korea, and Thailand (App Annie, The state of the mobile 2019). These figures demonstrate that OTT service providers have a good chance of capitalizing on digital media as a powerful communication medium. (Gupta&Singharia,2021)
1.1 Over-the Top Platforms (OTT)
The OTT (Over-The-Top) media platform is a digital media service which is granted to audiences directly over the Internet. Cable, radio, and satellite television channels, for example, have generally served as controllers or distributors of such content.OTT has been skipped. It’s also been extended to no-carrier telephones, which are billed on a per-minute basis.By considering communications as data, monopolistic competition is avoided.OTT also refers to a new technology. Contemporary television networks that, like traditional satellite or cable television. Rather than broadcasting live streams of linear specialty channels over the public Internet, providers offer live streaming of linear specialty channels over the Internet.A private, closed network of proprietary equipment such as set-top boxes (James,2021)
The phrase “over-the-top,” or “OTT,” refers to the distribution of content or services over infrastructure that is not within the content provider’s administrative control. Originally, it refers to the dissemination of audio and video content, but it has now been creating any service or information available on OTT Platforms. In recent years, media consumption has shifted rapidly to OTT platforms from all over the world du e to the rapid growth of Internet access among users, devices having consumers have a privilege of access to media at any times, and there is growing support for digital media any time, any place, and anywhere. In India, there has been a massive increase in media consumption where the OTT Platform has experienced significant growth during the Covid19 Lockdown. (Sudhagoni et al, 2020)
The Over-the-Top platform has earned its place in the lives of ordinary people. The youngsters are particularly the ones who are more user-friendly towards these online digital platforms such as smartphones and laptops because they are easier to use. The young people, prefer watching entertainment programs on Over-the-Top (OTT), mainly Web series, because these web series develop and arouse curiosity among the public youth, which literally means “Binge-watching.” Binge-watching is a usual sight in youngsters who spend most of their time in watching television programs. This would be gradually influencing them which affects their way of life, their health, and their eating habits. (Negi & Gupta,2022)
People have stayed at home because to the COVID-19 outbreak and the following lockdown, which has resulted in an increase in subscribers for various OTT services. In addition, because the coronavirus-related lockdown has hampered the cinema experience, filmmakers are turning to OTT channels for fresh releases. Between March and July 2020, the number of paying customers in India’s OTT industry increased by 30%, from 22.2 million to 29.0 million.
According to a recent study, most Indian consumers prefer to watch regional language material on OTT platforms, particularly in Hindi. According to another study, 90 percent of customers prefer to watch video content in regional languages, with English material accounting for only 7% of total time spent on OTT platforms in India. (Jhala and Patadiya,2021)
1.1.1 Classification of Video on demand on OTT Platforms
• Transactional Video on Demand (TVOD): Here to watch shows or movie the consumers needed to purchase it separately. Examples are iTunes and Distrify.
• Subscription Video on Demand (SVOD): SVOD is considered as the world’s most widely adopted online streaming system. Here by paying less amount, the consumers get access to unlimited high- quality content such as TV shows, movies, web series, and sports. The length of service is determined depending on the type of subscription you purchased, such as standard, premium or VIP. Platforms like Netflix, Disney+Hotstar, Amazon Prime Video etc falls under this group.
• Advertisement Video on Demand (AVOD): Quite popular among consumers. They get access to watch movies, TV shows, sports etc without having no subscription but the consumers or users get small advertisements while watching videos. These advertisements are precise which means it will appeal to the interests of users. Platforms like Youtube, Voot etc uses AVOD system.
1.2 Rise of OTT platforms during Covid-19
Almost every country in this world has been affected by the Covid-19 virus’s spread and following shutdown at the start of 2020. Covid-19 has caused a change in social and personal life as a result of the ‘forced’ lockdown. During the lockdown, the use of media and social media has been considered as the most convenient form of active engagement. (Ghode,2020)
When the COVID-19 epidemic broke out, governments all around the world imposed major lockdowns and quarantine procedures. The first lockdown in India was implemented in March 2020, and according to market trends, it was only then that the number of users opting for subscription-based OTT services increased. In April 2020, usage of platforms such as Netflix, Amazon Prime Video, Disney+Hotstar, and other apps increased, particularly in smaller cities, villages, and rural areas. The number of viewers increased to 29 million in July 2020. It should also be highlighted that, due to their lower price systems than Netflix, Amazon Prime Video and Zee5 witnessed the most rise in membership. The demographic segmentation of the consumer base has an impact on membership, with more women than males purchasing memberships, owing to the release of female-centric and empowering material. (Luthra,2021)
1.3 Emergence of OTT on College Students
Students have constant access to streaming platforms, which has further contributed to the rapid growth of OTT apps. There are several reasons why students may consider using these OTT apps. 30% of them claimed that these applications help them in getting relief from their boredoms or escaping from the real world. A majority of students (50 percent) use it for entertainment or one of the two reasons indicated above, while 20% of respondents claimed that it serves as an escape from reality. The results show that the fast expanding “streaming applications” are having an effect on teenagers and students.
In this century, the emergence of streaming apps, particularly among students, has been one of the biggest turning points in the entertainment industry. They consume OTT platforms both for academic and personal purposes. The research revealed that Streaming movies and episodes is common among students nowadays. And all of these criteria are reliant on the services offered to customers, attracting more and more subscribers daily as the level of competition has risen, and comprehending human psychology in order to draw users to their streaming apps. When it comes to entertainment and leisure, streaming applications will leave a lasting legacy and remain a top choice. (Reshma & Chaithra,2020)
This study aims in analyzing the consumption of OTT platforms during Covid-19 and how college students adopted these platforms during pandemic.

...(download the rest of the essay above)

About this essay:

If you use part of this page in your own work, you need to provide a citation, as follows:

Essay Sauce, The Rise of Over-The-Top (OTT) Media Platforms: An Overview. Available from:<https://www.essaysauce.com/essay-examples/2022-6-25-1656139652/> [Accessed 20-06-24].

These Essay examples have been submitted to us by students in order to help you with your studies.

* This essay may have been previously published on Essay.uk.com at an earlier date.

NB: Our essay examples category includes User Generated Content which may not have yet been reviewed. If you find content which you believe we need to review in this section, please do email us: essaysauce77 AT gmail.com.