One of the most significant disruptions during the last decade was the exponential shift of content consumption from big to small screens because of continual theatre closures.

Coupled with the continued proliferation of internet users and the availability of smartphones and cheap data, this has led to a surge in OTT subscriptions.

Gone are the days of being tied to a specific channel or scheduling time to watch your favorite show or rent or purchase a physical copy. OTT allows us to access a vast library of content to watch whatever we want, whenever we want, on-demand and on a variety of devices.

Let’s explore the various ways in which OTT has changed the way we watch videos:

One of the biggest changes brought about by OTT is the ability to access a vast library of content on demand and the ability to create their own personalized viewing experience. No longer do we have to wait for a particular show to air or hope that it’s available on a streaming service — if it’s out there, we can probably find it through an OTT service.

This has also led to the rise of binge-watching, as it’s easier than ever to just keep clicking “next episode” without having to wait a week for the next one to air.

There has been a prominent boost in personalized snackable content in various formats — be it long or short videos, web series, or movies. People are now readily paying for content that seamlessly relates to their preferences and entertainment tastes.

Unlike conventional methods, they don’t have to essentially stick to the proscriptive televised content or adhere to predetermined timings.

Examples are Netflix and Amazon Prime Video, which uses machine learning algorithms to recommend content to viewers based on their viewing history, preferences and search history.

Additionally, they allow users to create multiple profiles for different members of a household, which enables each member to have their own personalized experience. Users can create a watchlist, save shows and movies, and resume watching where they left off.

OTT has also made it possible for smaller, independent creators to get their content out there. With platforms like YouTube and Vimeo, anyone can upload their videos and potentially reach a broad audience.

It has provided a platform for creators to distribute their content directly to viewers. This has allowed for a wider variety of content to be made available to viewers, including content that may not have otherwise been picked up by traditional TV networks or movie studios.

One example of this is the rise of niche streaming services like Shudder, an OTT service specializing in horror movies and TV shows, and Crunchyroll, an OTT service specializing in anime. These services cater to a specific audience and provide a platform for creators to distribute their content directly to viewers.

Another example is the rise of regional OTT services like Hotstar in India, which provides a platform for creators to distribute their content in regional languages and cater to specific audiences. With the rise of these services, many independent filmmakers and creators have found a platform to distribute their content and reach larger audiences.

Brands have started targeting multi-lingual and regional audiences in different parts of the world. Various studies suggest that more than 45% of OTT users are inclined more toward consuming content in their local languages. Recently, we have witnessed the emergence of some regional OTT platforms that are clearly capitalizing on this latest trend.

OTT platforms offer a large variety of international content compared to DTH services.

This has dramatically expanded the viewing options for viewers and allowed them to discover new shows and movies from different countries and cultures.

Netflix and Amazon Prime Video offer a wide range of international content, including original series and movies from Brazil, Mexico, South Korea, India, Germany, and Japan.

Many shows air simultaneously as they would in their parent country.

Language is no longer a barrier!

They also allow users to change the interface’s language on their platform, making it more accessible to watch content from other countries.

Any device, anytime.

Another significant change brought about by OTT is the ability to watch content on a variety of devices. No longer are we tied to the TV in the living room — we can watch content on the go or in places where a TV may not be available.

OTT services are accessible on various devices, including smart TVs, gaming consoles, smartphones, tablets, and streaming devices such as Apple TV, Chromecast, Roku, and Amazon Fire TV Stick.

Few popular streaming devices — Roku, Chromecast, Amazon Fire TV Stick, and Apple TV.

This allows viewers to start watching a show or movie on one device and then pick up where they left off on another device without missing a beat.

Additionally, with the rise of 5G networks and more advanced mobile devices, it’s becoming more common to watch streaming video on the go. This makes OTT services more accessible and convenient than ever before.

OTTs revolutionized the way consumers interact with their favorite shows. Content makers and scriptwriters do not rely on TRPs alone but can actually improve their content by analyzing viewer engagement — likes, dislikes, viewership, and comments that offer qualitative feedback.

Some OTTs also offer chatrooms where viewers can interact, boosting engagement with the show or movie.

They allow viewers to interact with each other and share their thoughts on the content they are watching. This feature is particularly popular in streaming platforms like Netflix, Hulu, and Amazon Prime Video.

One example is the Teleparty (formerly Netflix Party) service, which allows users to watch shows and movies together while chatting with each other in real time.

This feature has become increasingly popular during the pandemic, allowing people to socialize and watch content together while physically apart.

Social media platforms like YouTube, Twitter, and Reddit have seen an increase in OTT-related discussions and chats, where users share their thoughts on what they are watching.

The rise of OTT has also resulted in a substantial downfall of traditional television. Many cable and satellite providers have lost subscribers as people have switched to streaming services.

This has led to the rise of “skinny bundles,” which offer a smaller selection of channels at a lower price. It has also caused some networks to produce their own OTT services, like CBS All Access and HBO Max, to keep up with the changing landscape.

This shift has led to the rise of “binge-worthy” shows that are released in full seasons on OTT platforms, as opposed to the traditional model of releasing one episode per week on conventional TV. This has also led to a greater emphasis on exclusive content, and original programming as OTT providers look to differentiate themselves and attract and retain subscribers.

In conclusion, the rise of OTT has had a significant impact on the way we watch videos. It has made a more comprehensive range of content available, made it easier to watch on various devices, and caused a shift in the traditional television industry.

The convenience and flexibility of on-demand streaming have changed the way we consume media, and it will be interesting to see how OTT continues to evolve in the future. While traditional television still has a place in the current media landscape, OTT has clearly established itself as a significant player.

As technology and viewer habits continue to change, it will be necessary for both traditional and OTT platforms to adapt and find their place in the evolving media ecosystem.