"India the only country to see an increase in demand for content in multiple languages"

It’s SCREENXX time again, Adgully’s premiere property for the Video-On-Demand and Digital Entertainment space. In the run-up to SCREENXX 2020, we are lining up a series of interesting interactions and stories on the OTT space and highlighting how this sector is evolving and the consumers’ engagement with the OTT platforms, as part of our ‘Show Time’ series.

In this interaction with Adgully, Sanjeev Lamba, Executive Producer, Hungama Originals, reflects on the changes in content consumption during COVID times, the growing demand for new and differentiated content on OTT, and more.

What are the key digital trends that are bringing about a change in content consumption during COVID times?

An increase in indoor time has led the viewers to explore, discover and consume a wider variety of content on digital platforms than they used to earlier. They are now diving deeper into libraries and even watching content that had released a few years ago. Of course, new content still rules the roost, but the frequency with which new content is released has slowed down since March because of revised shooting protocols and closure of theatres. This has further pushed the consumers to visit the content that they had missed watching earlier.

Additionally, exposure to global and regional content has also made users more willing to consume content that is not in their native languages. Further, they are more experimental now when it comes to sampling content across formats and genres, helping digital platforms build more diverse libraries.

How do you see OTT platforms changing consumers’ expectations around the scope and scale of content?

Consumers are no longer looking for stories that are already available on the linear medium. They are seeking content that is unique and appeals to their sensibilities that are becoming increasingly global. Yet, the narratives need to be deeply rooted in local culture. This has led content creators in India to offer content that is easily relatable for local audiences, but at the same time can also be enjoyed by global viewers. Because of this, we are now seeing creators present a more evolved style and technique of storytelling and production.

How would you map the opportunity vis-a-vis consumer interest in the OTT video streaming market in India?

The OTT space in India is evolving faster than any other form of entertainment. There is immense demand from the consumers for new, differentiated content and content creators are going the extra mile to ensure they are able to meet the viewers’ demands. The next few years will see various platforms experiment with different styles and formats to build a more robust library. Besides this, India is the only country to see an increase in demand for content in more than one or two languages. This trend is expected to continue and players will strive towards creating content in multiple languages.