In India, a significant population of people have shifted to OTT streaming platforms for entertainment content. A large faction of the youth have sought succour and much needed respite from cliched typified regressive content on television to creative and authentic developments on the web. International brands like Netflix and Amazon Prime can be seen as the two main bastions of digital content for the youth primarily. However Disney+ Hotstar, Zee5, Hoichoi and other regional apps also are acing up their game in the field.
Netflix India surely has had a lot to contribute to this significant media shift but Netflix’s algorithm has always been more promotional towards commercial, albeit sensible content. Quite recently, post-Covid scenarios have seen Netflix’s content quality dropping with Prime taking the frontstage and including a lot more dynamic range of intellectual cinema or series. Amazon has recently added internationally acclaimed and Oscar winning films to it’s repertoire clubbed with several Emmy winning series. Hence Amazon is giving stiff competition to Netflix. Also given both are reasonable on the cost angle. In fact Amazon comes free with a Vodafone Red package.
Disney+Hotstar has several good regional available as free content. While the English speaking youth of the country have turned to Netflix and Prime almost totally, regional language speakers too have platforms like Zee5 or Hoichoi providing several quality independent content, pretty refreshing from what is available on television. So the audience is quite divided when it comes to streaming services.
With most streaming apps acing up their content game, the monopoly no longer stays with Netflix that enjoyed undisputed popularity soon after launch in India.