Having an awareness of integrated efforts allows a company to create a multi-pronged strategy that targets wider audiences.
There was once a time when Shruti from Lucknow had her daily activities planned. College, fun with friends, movie nights, weekends full of lunches, dinners, and house parties. Then arrived the pandemic-induced lockdown when all her activities came to a standstill. With literally nothing to do apart from attending online lectures and surfing the internet, she opted for OTT content for respite from the harsh reality and loneliness.
Just like Shruti, the world got into a cultural shift with 2020, cultivating new habits tailored to the ‘new normal’.
It reminds me of 1983 when India, a country that prides itself on food made fresh from scratch and served hot, saw a paradigm cultural shift brought by Maggi that offered instant noodles in two mins. I feel that is the level of a paradigm shift we are seeing with OTT in the world of entertainment.
As the subscriber base started increasing for major OTT platforms, crucial integrated efforts were planned exclusively for OTT and digital space right from deeper and wider data connectivity, government’s digital initiatives, ease of surfing the platform, enticing consumers with great offers and pricing, and relatable content pipeline with unique narratives.
On the other hand, snackable short videos, social media campaigns, influencer marketing, and seamless product integrations became the order of the day for marketing and brand solutions.
Over the last year, OTT players have enjoyed the domino effect from the cultural shift attracting substantial revenues from brand integrations across the platform and its social media extensions.
What’s more, this comprehensive digital model is gradually narrowing the divide between India and Bharat while bringing the benefits of technology to all segments of people. The top six metros contribute only 11 percent to India’s OTT universe, as per the Ormax report. Your Story