Rise of the Streaming Industry in India : Daily Current Affairs

Relevance: GS-3: Science and Technology- developments and their applications and effects in everyday life

Key phrases: OTT, online, internet, subscription based, streaming industry, Western Culture, COVID-19, Safety and Privacy, user demands, Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021

Why in News?

Affordable internet connectivity has increased the popularity of streaming platforms and OTT in India. Subscription model is beginning to be favoured, thanks to the specific pricing for India and the focus on original Indian content.

Streaming Industry in India:

The Indian OTT streaming industry is expected to grow to USD 13-15 billion over the next decade at a CAGR of 22-25 per cent, according to a joint report on media and entertainment. The OTT (over-the-top) industry is constantly growing and is one of the most competitive amongst emerging markets with over 40 players representing all types of content providers, said the report from industry body CII and Boston Consulting Group (BCG).
The Indian OTT market is anticipated to reach Rs 237.86 billion (US$3.22 billion) by FY25, up from Rs 42.50 billion (US$576.73 million) in FY19, according to a report.
By FY23, India will have 500 million or more online video users, which will rise as smartphone and internet penetration increase.

OTT Platforms, also known as the Over-the-top platform, are web-based services offering video and audio streaming content. The OTT platforms allow you to pay for the type of content you want to watch. You don’t have to deal with a cable operator, satellite connection, or other broadcast mediums.
The best part that makes OTT more advantageous over the traditional viewership is accessibility and subscription-based service. You can access international-level content from anywhere around the world.
OTT services can be accessed through internet-connected devices like computers, smartphones, set-top boxes and smart TVs.

Reason for Rapid Growth of OTT Platforms:

Adaptation of Western Culture: People started living in cities with small families and their source of entertainment gradually changed. From using the phone for entertainment with the whole family to using traditional television, the adaptation of Western culture in this way influenced the rise of OTT platforms.
Choices vary among different people: Different people have different choices, different opinions. For example, Alex has five members in his family. He is living with his parents and grandparents. He wanted to watch his favourite cartoons, but his father wanted to watch the news while his grandparents demanded some devotional shows. If his family has a TV, it is impossible to meet everyone’s needs. So, one of the best options may be the use of the “OTT platform”, where they can view anything on their gadget.
Convenience: The best thing about the OTT platform is that it is differentiated from a normal TV set, it is based on the following slogan: “Anytime, Anywhere, Everyone”
- Anytime: The user can watch their favourite shows at any time, because the shows are already on the web, except for just a few clicks;
- Anywhere: User can watch shows anywhere, the only requirement is a gadget and internet facility (in case of online streaming otherwise shows can be downloaded also);
- Everyone: Any person with any gadget can access the platform. You just need to create an account on that platform and can use it.
Quality and Fresh Content: The OTT platform gives you the option to watch anything. People are also attracted to these platforms because they are tired of traditional TV serial especially Indian serial which is endless.
Streaming before Television: Some TV shows, as well as films, are streamed on online platforms long before they are launched in general television. Therefore, for the first show lovers of films or any web series, this is the right platform to give new heights to their passion.

COVID-19: Golden Opportunity for OTT or Streaming Industry

After the arrival of COVID-19, when the cinema hall was closed due to lockdown and the shooting of every film, serials were stopped, the main concern was to provide fresh content to the user and to release or launch previous unreleased shows. Had to do it. Movies. The only way for producers to launch their content online is through certain platforms and OTT platforms were those. Films such as “Gulabo-Sitabo”, “Gunjan Saxena” and “English Medium” are among the leading films that were launched online after the outbreak of COVID-19.

What Challenges Streaming Industry Faces?

Safety and Privacy: Security and privacy are among the biggest concerns facing any tech giant. Similarly, OTT platforms should be aware of all these issues. The data stored in their platform should not be used for illegal purposes either while signing in to the platform or their search history. Otherwise, this will badly affect the image of OTT platforms and people will start to feel hesitant before using them.
Maintain or Fulfilment of user demands: One reason for people to switch from traditional TV to OTT platforms is to get fresh and quality content. Especially Indian TV serials as TV serials are bogus and endless. With the increase in the number of users of OTT platforms, various demands will be raised. That’s why OTT platforms must ensure to provide and maintain content according to user demand.
Meeting Demand: It is almost always difficult to tell what content can go viral. If and when a video content becomes viral, OTT platforms can find themselves to be unprepared for it.
Latency Issues: Since a high amount of data is delivered due to the rising consumption of HD content, it leads to the origination of latency and reliability issues. Hence, consumers face issues like video lags or video drops while watching their favorite content online.

Way forward:

The future of OTT platforms is glorious. With new advanced technologies like Artificial Intelligence and Big Data Analysis, users can be recommended for better content with the help of a recommendation system. China, South Korea and Japan have already launched their 5G technology.
It is expected that India will be the fourth in Asia to join the queue. There is no doubt that India needs this technology. For a country with a population of about 135 crores, all things cannot go manually and consume a lot of time. Technological infrastructure needs to be developed. In the last few years, India has taken steps to develop its internet protocol, but progress is still needed. Therefore, it can be said that the OTT platform will have a great future.

Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021

These guidelines with respect to OTT platforms state that they should comply with the laws of India and not stream content against integrity and sovereignty of India, ensuring security of the country and friendly relations with foreign countries and not stream content which may disturb public order. The platforms also have been cautious of various racial and religious beliefs and practices.
They need to set up a 3 tier redressal mechanism. First-tier will be a grievance redressal mechanism set by the platforms themselves. The second tier, being a self-regulatory body, headed by a retired Supreme Court or High Court Judge or other eminent person. The third tier will be an inter-ministerial committee (IMC) set up by the government as an ‘oversight mechanism’. This committee will be formed on the same lines as followed by the TV industries such as the BCCC.
The platforms also have to provide age ratings such as’ U’ or universal rating and others as per age groups.

Source: The Hindu BL

Mains Question:

Q. What is the OTT Platform? Discuss the reasons for the popularity of streaming platforms and OTT in India. Illustrate. 250 words.