Outlook of OTT in 2024

Þ What was the State of OTT in 2023 and Outlook for 2024?:

→ In 2023, the OTT landscape saw disruptive moves with platforms offering premium content for free, impacting subscription revenue.

→ Monetization challenges persisted, none reaching break-even due to high content costs.

→ Freemium models emerged, curbing password sharing and integrating ads. Regulatory concerns lingered but censorship wasn’t favored, fostering selective data sharing.

→ Looking to 2024, expect cost-efficient content strategies with a decline in experimental content. Mergers among major players like Zee/Sony and potential collaborations like RIL/Disney may restructure market dynamics, influencing bargaining power and content costs.

→ Pricing strategies will continue evolving, likely intensifying limitations on sharing and embedding ads.

Þ What Can be Done for Better Regulation of OTT?:

→ Self-Regulation Frameworks:

▪ There is a need to encourage OTT platforms to establish transparent content guidelines and rating systems akin to traditional media.

▪ Industry-led self-regulation can address concerns without stifling creativity.

→ Collaborative Oversight Bodies:

▪ It is imperative to form independent bodies comprising industry experts, stakeholders, and government representatives. These bodies can monitor content, review complaints, and set industry standards.

→ Clear Content Classification and Ratings:

▪ There is a need to implement standardized content classification systems to help users make informed viewing choices based on ageappropriateness and content themes.

→ Transparency in Data Sharing:

▪ Encourage OTT platforms to share viewership trends selectively with oversight bodies, aiding in content evaluation and ensuring compliance with guidelines.

→ Regular Audits and Compliance Checks:

▪ There is a need to conduct periodic audits to ensure platforms adhere to established guidelines, fostering accountability and responsible content curation.