Future Of Ott In Rural India

15 september 2022

The Media Industry in India is seeing a quick turn of events and development in localization. It began with dubbing, voice-over, and captioning into National Geographic or Discovery station content, with their broad communications portrayal. From that point forward, the game has changed a great deal with worldwide OTT players like Amazon Prime Video and Netflix, just as Indian OTT stages like Hotstar, Alt Balaji, Zee5, and a lot more in the race, keep on affecting the Indian entertainment commercial centers. A Boston Consulting Group study assessed that by 2023 the Indian OTT market will develop to USD 5 billion consumers.


OTT Vs Traditional medium: The competition in the country’s OTT streaming industry is warming up, with an excess of 40 players vying for attention in this jumbled OTT industry. India is currently known as one of Asia’s most striking OTT markets. The OTT market in India (2016-18) has experienced a positive stage and is presently going into a period of intensification. India is among the world’s initial ten video OTT markets this year. By 2023 India will have more than 500 MM of online video supporters, second just to the world’s driving web video market and that is China. The TV business has decreased yet won’t be totally wrecked by OTT’s upscale, as seen in different commercial centers. From 2017-22 the media business in India will see a CAGR of ~11 percent while in the same time the overall development rate will just remain at 1.4 percent. India has an enormous number of TVs, with access to families of more than 170 MM, therefore TVs will stay a mainstay of the Indian viewing action. Uday Sodhi, EVP and Head Digital Business, Sony LIV quotes “The next wave of growth in Internet is expected from non-metro and rural areas, where wireless mobile internet shall play a pivotal role. Even though the major proportion of wireless internet subscribers are 2G users, the adoption of 4G is gradually increasing and now 3G/4G constitutes over 50 per cent of the overall wireless internet user base. As it rolls out, 4G is expected to contribute around 58 per cent of the mobile data traffic in India by 2020. (Source: IAMAI-KPMG).” OTT players can consider this to be a window into the hearts of Indian audience.

Mapping the Indian Consumer: Similarly as online vernacular language users in cyberspace have dwarfed English-speaking counterparts, OTT rural consumers have pushed themselves in front of their metropolitan consumers inside India. The rural consumers communicate in a wide scope of dialects, for example, Hindi, Bangla, Telugu, Tamil, and generally resort to their cell phones for OTT content. The lifts in available Internet speeds at exceptionally reasonable rates have additionally changed the situations. As per Broadband India Forum reports, around 65 percent of video utilization as of April 2019 came from rural India with only 40% online connectivity. Typical experience places it at highly active metropolitan territories when it comes right to the streaming part. In any case, as examined above, OTT is relied upon to improve because of modest information and access to cell phones, and that will pull in an ever increasing number of viewers over the long run. A major change is that tremendous amounts of Hindi-talking crowds are currently opening up to vernacular mediums like Telugu, Tamil, and other Indian dialects movies for entertainment.

Localization in content for OTT Digital video platforms have now reached out to consumers residing in tier 2 and 3 markets as well as rural India, after effectively focusing on the metropolitan consumer base. Roughly 65 percent of consumption of OTT content comes from rural zones. In spite of the fact that Reliance Jio extended the Internet scenario to cell phones, the rural market still needed an opening to OTT stages. YouTube is promptly accessible on Android phones and can be preloaded and at market price of 90.68 percent until March 2019. Although new content is the deciding factor for OTT platforms. The marketers realized that vernacular content is the niche they should be looking at, as it is still an emerging untapped market.

There is more to it than just catering to OTT markets for businesses offering localization services worldwide. In India however, it appears that rural consumers are more attracted towards vernacular communication and thus it will become the most consumed space in future. Therefore to survive in this cluttered market advertisers and marketers must up their game and come up with strategies to target rural India through vernacular content which Eggfirst advertising agency takes pride in being the first one to identify this blue ocean market and came up with Indifirst as an initiative which targets the rural India wonderfully.