BREAKING NEWS

Desi audience prefers Hotstar to Netflix & Amazon Prime

The Indian entertainment scene is witnessing a seismic change with 30 over-the-top (OTT) platforms vying for space as players look to differentiate themselves, says a new report, adding that players like Netflix and Amazon Prime now need to create more desi content to bring more users to their platforms.
Massive capital commitments have been made by platforms for building libraries of diverse original content over the last couple of years for the Indian audience.
 
According to the KPMG report titled "India's Digital Future: Mass of niches", OTT services attract a more individualistic audience compared to the family viewers in a country dominated by single TV households.
 
"Hence, the content on these platforms needs to appeal to different consumer sensibilities and have an element of freshness. While OTT players can attract their chosen target audience for sampling content with a few originals that appeal to them, depth in