The Rise of OTT: A Boon or Bane for ISPs?

## The Rise of OTT: A Boon or Bane for ISPs?

The world of entertainment is undergoing a digital revolution, with Over-the-Top (OTT) platforms taking center stage. Let's delve into the subscriber base, popular genres, and the future of OTT in relation to ISPs (Internet Service Providers).

Global and Indian OTT Landscape:

?Global Subscribers: According to a Statista report (as of January 2024), the global OTT subscription base is estimated to reach a staggering 1.8 billion by the end of the year.

?Indian Viewers: India boasts a significant OTT audience. A report by Ormax Media (2023) suggests there are 481 million OTT users in India, translating to a penetration of around 34%.

Genre King: What's Hot on OTT?

Across the globe, a clear favorite emerges: Drama reigns supreme on OTT platforms. It encompasses a wide range of subgenres, from family dramas and thrillers to historical fiction and period pieces. Action, comedy, and animation follow closely behind, catering to diverse viewer preferences.

ISPs and OTT Aggregators: A Symbiotic Relationship?

For ISPs, bundling OTT subscriptions with broadband plans can be a strategic move. Here's why:

Increased Customer Value:? It creates a more attractive package, potentially leading to higher customer acquisition and retention rates.

Enhanced Revenue Streams: ISPs can generate additional revenue by sharing a portion of the subscription fee with the OTT platform.

Subscription Sources: Where Do Viewers Sign Up?

Data on the exact split between subscribing through ISPs, aggregators, and directly from OTT platforms is limited. However, industry estimates suggest:

Direct OTT Subscriptions: A significant portion of users likely subscribe directly from the OTT platform itself.

ISP Bundles:? A growing trend is bundling OTT subscriptions with broadband plans, attracting customers seeking a convenient all-in-one solution.

?OTT Aggregators: These platforms offer subscriptions to multiple OTT services for a single fee. While they may cater to a smaller segment now, their convenience could gain traction in the future.

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Future of OTT Aggregators: Will They Survive?

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The future of OTT aggregators hinges on their ability to: Offer Competitive Pricing: Aggregators need to provide value by offering bundled subscriptions at a lower price point than individual subscriptions.

Content Curation: They can differentiate themselves by offering curated content packages that cater to specific user preferences or local tastes.

Seamless User Experience: Aggregators must prioritize a user-friendly platform that simplifies content discovery and navigation across various OTT services.

The Evolving Landscape:

The relationship between OTT platforms and aggregators remains open-ended. While some platforms may offer content directly through aggregators, others might prioritize promoting their own app for a more controlled user experience.

Conclusion:

The rise of OTT presents a unique opportunity for ISPs to enhance their offerings. By understanding subscriber preferences, ISPs can tailor their partnerships with OTT platforms to create attractive packages for a growing audience. As the OTT landscape evolves, both ISPs and aggregators who prioritize value, convenience, and innovation will be well-positioned to thrive in this?dynamic?market.