Several experts said that local OTT platforms can leverage their understanding of regional preferences, languages, and cultural nuances to create content that resonates more deeply with the audiences. Such platforms can offer hyper-local content and culturally relevant themes.
Lata Jha
Published14 Jul 2024, 03:01 PM IST
Meghalaya launched a state-specific OTT called Hello Meghalaya last week.
Undeterred by an already-crowded OTT market dominated by big pan-India players like Netflix and Amazon Prime Video, new video-streaming platforms are being launched to serve content in specific regional languages, or produce shows on niche themes.
Last month, Vibhu Agarwal, founder and CEO of Ullu, a video-streaming platform primarily known for adult content, launched a mythological OTT service called Hari Om, while Navrattan Group, a Mumbai-based company with businesses across engineering, technology and construction, has plans to bring out a new service targeting family audiences, particularly with movies.
Karnataka chief minister Siddaramaiah late last month said his government would study the feasibility of starting a streaming platform for Kannada films, while Meghalaya launched a state-specific OTT platform called Hello Meghalaya last week. While some entertainment industry experts see this as a period of experimentation to cater to specific niches, others point to the challenges of scale and economics.
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‘Niche platforms can carve out unique audiences’
“Despite the saturation in the OTT market, niche platforms can carve out unique audiences by focusing on specific themes or genres that are underserved by mainstream services. They can cater to communities with tailored content, which can lead to higher engagement and loyalty. Additionally, technological advancements and reduced barriers to entry make it feasible for new platforms to launch and operate efficiently,” Himansh Verma, founder of Navrattan Group, said.
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Local OTT platforms can leverage their understanding of regional preferences, languages, and cultural nuances to create content that resonates more deeply with the audiences, Verma added. Such platforms can offer hyper-local content and culturally relevant themes that might not be a priority for global platforms. Strategic pricing, flexible subscription models, and partnerships with local content creators can also be effective strategies to attract and retain viewers.