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OTTs in 2024: Strengthening ad models, an emerging dominant player and rationalizing content

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India's video-streaming industry saw growth driven by the Disney-Jio merger and JioCinema's premium offerings. Platforms focused on regional content, hybrid revenue models, and AI for personalization.
The article from Livemint discusses the evolving landscape of Over-The-Top (OTT) platforms in India, focusing on their advertising models and content strategies. JioCinema has emerged as a dominant player by offering free access to premium content like the IPL, significantly increasing its user base. This has led to a shift in the industry where platforms are now exploring ad-supported models to monetize content, especially as subscription growth slows. Disney+ Hotstar, despite losing IPL rights, still leverages its extensive content library and sports offerings like the Asia Cup and ICC Men's Cricket World Cup. Meanwhile, platforms like ZEE5 are focusing on personalization and regional content to retain and grow their audience. The article highlights how these platforms are adapting to consumer behavior, with a notable trend towards ad-supported viewing, and how content strategy, including exclusive sports rights and regional programming, plays a crucial role in capturing market share.

Read the Full Mint Article at:
[ https://www.livemint.com/industry/ott-ad-models-content-dominant-player-jiocinema-personalization-disney-zee5-11734516886631.html ]