The 12 months was a rollercoaster journey for OTT platforms, which got here out with content material that solely entertained viewers but in addition demonstrated the potential of OTT to provide high-quality content material that rivals conventional theatrical enterprise. Nonetheless, regardless of the expansion of OTT platforms, there was a big discount within the progress of customers and subscribers as in comparison with earlier years.
In line with the newest Ormax Media Report, Indian OTT viewers base grew 20 % from 2021 to 2022, however has grown solely 13.5 % over the past one 12 months (2023). the Indian OTT viewers at present stands at 48.11 crore folks which implies solely 34 % penetration within the nation. However the high quality content material that one witnessed this 12 months guarantees a brighter future forward.
What labored
Farzi, starring Shahid Kapoor as a small-time artiste who groups up together with his greatest buddy Firoz (Bhuvan Arora) to make counterfeit cash, grew to become probably the most watched Indian net collection with 37.1 million views. The second spot was additionally taken by Raj & DK’s present Weapons and Gulaabs.
As per IMDb, 9 out of the highest ten reveals on the record fell underneath the crime style however that has all the time been a well-liked alternative on OTT. Nonetheless, an attention-grabbing development that was observed this 12 months was reveals that struck the suitable chord with the audiences had been investigative dramas. Whether or not it is Hansal Mehta’s Scoop, which was primarily based on the true story of investigative journalist Jigna Vohra; Kohrra that follows the police investigation of a homicide case, Dahaad that reveals Sonakshi Sinha investigating a collection of deaths, the place ladies are present in public loos, Second season of the a lot standard present Asur, all had additionally has investigation at its core, all carried out effectively within the OTT house.
Amongst different reveals that caught folks’s consideration had been Saas Bahu aur Flamingo (with 16.2 million views), which launched Dimple Kapadia in a by no means seen avatar of a drug lord, Bhuvan Bam’s Taaza Khabar with 23.5 million views, The Evening Supervisor (28.6 Million), which was launched in two elements and Jubliee, exhibiting the world the background of the golden period of Indian cinema with 5.5 million views, 4 Extra Photographs Season 3 with 18.8 million views. Sirf Ek Banda, Trial by Fireplace, Lust Tales 2, Rip-off 2003: The Telgi Story, Panchayat season 2 and The Freelancer additionally garnered constructive opinions from critics and audiences.
To cater to the massive demand for premium content material, streaming platforms equivalent to Zee 5, made a aware investments in originals throughout languages and noticed a stupendous success with titles throughout genres and languages. “A number of the initiatives that did effectively for us had been Sirf Ek Bandaa Kaafi Hain, Taj, Duranga Season 2, and regional content material equivalent to Puli Meka in Telugu, Abar Proloy, Shwetakali in Bangla, which led to vital engagement on the platform,” shares Manish Kalra, Chief Enterprise Officer ZEE5, including, “With viewer selections evolving considerably, a notable development was the success of socially related content material that leaves a mark. We efficiently met this client urge for food. These titles garnered appreciation from critics and viewers alike and had been reflective of the viewers’s evolving selections.”
Streaming platform Netflix, in a weblog credited inventive collaborations with a few of India’s most celebrated and iconic creators in 2023, equivalent to Yash Raj Movies, Hansal Mehta, and Neeraj Pandey. “Additionally, working with first-time administrators equivalent to Yashowardhan Mishra (Kathal), Shiv Rawail (The Railway Males), and Arjun Varain Singh (Kho Gaye Hum Kahan), in addition to seasoned creators like Sujoy Ghosh (Jaane Jaan), Vishal Bhardwaj (Khufiya), and Konkona Sen Sharma (Lust Tales 2), helped us take their tales to over 190 international locations,” learn the weblog.
Ones that missed the mark
Whereas OTT provided intensive vary of content material tailor-made to everyone’s preferences, it additionally noticed reveals struggling to search out their footing and in the end falling wanting expectations. Most of those had huge names from the leisure world. Akhiri Sach, primarily based on the notorious Burari case created loads of buzz and had a stellar solid led by Tamannah Bhatia. However the present didn’t impress the viewers.
Even a spectacular efficiency by Kajol couldn’t save The Trial which lacked depth. The present was a Hindi remake of The Good Spouse. One other much-talked about collection was Citadel, which wasn’t actually an Indian present, however Priyanka Chopra within the lead made audiences excited, solely to be disenchanted later. The generic and uninspired plot did little to excite folks. Adah Sharma’s Commando, Shantanu Maheshwari’s Tooth Pari: When Love Bites had been additionally criticised closely.
Actuality reveals took the viewership increased
Actuality OTT reveals like Shark Tank India Season 2, MasterChef India Season 7, Kaun Banega Crorepati Season 15, Squid Sport: The Problem had been fairly standard among the many audiences. In line with a press assertion from Jio Cinema, the platform registered 245 crore video views and 540 crore votes throughout the 2 months that Bigg Boss OTT 2 streamed on the platform. It additionally claimed to be the very best viewership for a stay streamed occasion in India, after IPL. Eighth season of Karan Johar’s Koffee with Karan effortlessly stored the viewers glued to the display because the celebrities talked about love, life and work. And naturally, the enduring recreation present Takeshi’s Fort from the Nineteen Eighties returned after 34 years.
Theatrical movies over direct to OTT releases
The 12 months in talks wasn’t go nice for the unique movies besides a couple of like Darlings, Kadak Singh and Monica O My Darling. However the theatrical releases equivalent to Gadar 2, OMG 2, Satya Prem ki Katha, Jawan and Pathaan, that are secondary content material on OTT, did wonders. Advertising and marketing issue performed a significant position right here. “Compared to a web-series or a direct-to-OTT movie, a theatrical movie has been by way of 4-8 weeks of promotions main as much as its unique launch within the cinemas, adopted by natural (audience-sustained) advertising within the post-release interval. This offers a theatrical movie vital familiarity earlier than the OTT platform spends any effort or cash to advertise its streaming launch,” shares Producer and Commerce Knowledgeable Girish Johar. From Tiku Weds Sheru to Mission Majnu, Gaslight, Pippa and The Blind, originals did not work effectively.