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With the advancements in technology, there have been many changes in the infotainment sector in the past decade, and the best has been the Over-the-Top (OTT) content. For the uninitiated, Over-the-Top (OTT) refers to the content provided through streaming over the Internet by various service providers or media platforms. Viewers now have an obvious fondness for this streaming, as it offers entertainment anywhere, anytime. Besides, consuming the content has become easy as it can be accessed from a number of devices that support streaming services, such as smartphones, smart TVs, desktops, laptops, gaming consoles and set-top boxes. Additionally, streaming boxes and sticks have grabbed the lion's share of the fragmented OTT device market. The only reason is that these are explicitly designed for streaming which enables better viewing experience.
Netflix, Hulu, Amazon Prime Video, Hotstar, ALT Balaji, Voot, and many other OTT platforms have set up shops in India to capture the boom in the infotainment sector. Viewers are now spending more time and money on the streaming media than cable TV subscriptions or other forms. Thus, they want value for their money, and don't wish to settle for anything that doesn't live up to their expectations. Thus, the companies are modifying their business models, and ramping up their offerings to lure more and more viewers. They are leaving no stones unturned to woo the audiences to increase viewership and to have a sizeable market share.
The increasing competition between OTT providers to grab more eyeballs is only proving to be beneficial for the viewers. The companies are coming with new strategies from time-to-time as per the changing behaviour of viewers. They are even using Artificial Intelligence (AI) to study the viewer...