#TwitterChat: Upping the marketing game for OTTs during COVID-19 crisis & beyond
With people confined to their homes due to the nationwide lockdown, which has been further extended till May 3, Television and OTT platforms have become the key content consumption mediums. Secular rise is seen in OTT consumption in duration, and across demographics and devices. With more than 502 million smartphone users, the user base is huge.
The COVID-19 times are turning out to be a boom time for the OTT sector and OTT players are leaving no stone unturned to grow their customer base, including offering extended free periods to drive subscription pick up through habit formation.
With all shooting schedules on hold due to the COVID-19 crisis, fresh content has dried up for television and to a large extent the OTT platforms. However, OTT players with a large, legacy library are seen to have an advantage.
The current situation offers both huge opportunities and some challenges. The marketing strategies need to be strengthened to capitalise on the subscriber base that has come on board during the COVID-19 period and grow it further once the crisis period is over. Now is the time to plan for the beyond period.
There is no doubt that consumer sentiment and behaviour have been disrupted and changed by the crisis. The economic impact of the COVID-19 crisis will be felt for months to come, which will impact advertising spends. While the ad-spends are currently down, but greater digital allocations by brands are likely post recovery.
Continuing with our industry-leading #TwitterChat initiative, Adgully will focus on “Upping the marketing game for OTTs during COVID-19 crisis and beyond”. Leading names in Digital will analyse the market situation for the OTT sector and also seek to chart out the way ahead for OTT in the new normal that is anticipated once the COVID-19 crisis is overcome.
Join the conversation this Friday, April 17, between 3 pm and 4 pm at @adgully.