India’s OTT Dilemma: Are you just paying for dead content?
The Indian OTT (Over-the-top) landscape has been witnessing a surge in popularity over the past few years, with more and more viewers opting for subscription-based services to access their favorite shows and movies. However, a recent survey has revealed that a whopping 57% of users feel that their OTT subscriptions lack value due to fewer fresh releases. This has led to a growing sense of streaming fatigue among viewers, who are now opting for monthly plans and cycling through services to cut waste.
The average monthly spend on OTT services in India has risen to ₹240-₹280 post-2024, with users paying for multiple services to access a variety of content. However, with the quality and quantity of content not meeting expectations, users are beginning to question whether they are getting value for their money.
The truth is that the OTT landscape in India is plagued by a severe shortage of fresh content. Many popular shows and movies are not being updated regularly, leading to a sense of stagnation among viewers. This has resulted in a decline in engagement and a surge in user dissatisfaction.
To make matters worse, the lack of transparency in the OTT industry means that users are often unaware of the content that is available on each platform. This lack of visibility makes it difficult for users to make informed decisions about which services to subscribe to and which ones to cancel.
Experts suggest that one way to address this issue is to track content drops and use bundled offers to ensure that every rupee spent delivers entertainment. By monitoring the release schedules of their favorite shows and movies, viewers can plan their subscriptions better and avoid paying for services that are not providing them with the content they want.
Another solution is to opt for monthly plans, which allow users to cancel their subscriptions if they are not satisfied with the content being offered. This flexibility can be particularly useful for users who are trying out different services to find the one that best meets their needs.
The rise of free OTT services has also changed the way users consume content. With the likes of YouTube Premium and Disney+ Hotstar offering ad-free experiences and exclusive content, users are now spoiled for choice. This has led to a decline in the popularity of paid OTT services, as users opt for free alternatives that offer similar content.
In addition, the growing trend of content piracy has also affected the OTT industry. With users opting for illegal streaming websites and apps to access their favorite shows and movies, the demand for paid OTT services has declined. This has forced OTT providers to rethink their strategies and focus on providing high-quality content that meets the expectations of users.
The Indian OTT industry is at a crossroads, and it is up to the providers to adapt to the changing needs of users. By providing more fresh content, improving transparency, and offering flexible subscription options, OTT providers can regain the trust of users and ensure their long-term success.
In conclusion, India’s OTT dilemma is a complex issue that requires a multifaceted approach to solve. By tracking content drops, using bundled offers, and opting for monthly plans, users can ensure that they are getting value for their money. OTT providers must also adapt to the changing needs of users and provide high-quality content that meets their expectations. Only then can the Indian OTT industry regain its momentum and thrive in the years to come.
Source:
https://ascendants.in/spotlight/ott-subscription-worth-india-2025/
