OTT Platforms are the new "OG" of the Entertainment Industry

Ever since the pandemic has hit us, the entertainment industry has gone from giant theaters to the comfort of your home. Unlike before, all you need is a streaming device and a decent internet connection to tune into your favourite movie. There are abundant opportunities to explore, from web-series, short films, and documentaries to a full-fledged Bollywood movie. The rise of OTT platforms has proven to be a boon for all movie stars.  If you calculate the average number of hours an Indian spends on OTT platforms, Research shows that it has increased from 20 minutes to 40 minutes to even an hour. According to The Boston consulting group, the Indian OTT market is expected to grow $5 Billion by 2023, nearly 10 times compared to 2018.  Talking to India.com, Director  Ashish Shukla quoted, "Earlier, A big-budgeted movie used to overshadow small films in theatres, but the OTT platforms have filled that void. Now, the audiences are the masters, and they have the remote." The capability of the actors and content of the show has now become the correct way to win the audience's heart over star influence. Many movie actors who never got any recognition for their incredible talent are now being hailed as the king and queen of the OTT platforms.  The star of TVFPlay (The Viral Fever), a streaming platform, Jitendra Kumar had already won OTT viewers' hearts through shows like TVF Pitchers, Kota Factory. In 2020, Jitendra Kumar made his Bollywood debut with "Shubh Mangal Zyada Saavdhan" alongside Ayushmann Khurrana. The film performed quite well on OTT platforms. The versatility of mainstream movie actors are tested on OTT platforms because many artists are already a famous face for OTT viewers just like Jitendra Kumar.  [caption id="attachment_5135" align="alignnone" width="768"]Jawani janeman Image credits:Amazon.com[/caption] Star-kids like Alaya furniturewalla, daughter of actress Pooja Bedi had an unconventional Bollywood debut with her film "Jawaani Jannemann" releasing on an OTT platform, the film did not perform that well at the box office, but the actress was praised for her acting skills. Binge-watching has become the household trend; from children to Grandparents, everyone now likes to tune into their choice of content to watch. OTT platforms emerged as the "need of the hour," especially during the lockdown phase, providing people with a fresh breath of entertainment and plethora of content to choose from, and it also catered to the needs of the movie actors and small artists who were out of work during the pandemic.  OTT platforms have proved to be the stepping stone for upcoming movie actors and a new area to explore for the established movie actors. OTT platforms like Netflix, Amazon Prime, Voot, ZEE5, Disney+ Hotstar etc. have changed the game altogether. With a decent subscription fee charged, there is a diverse amount of content a viewer gets access to. The OTT platforms have indeed added a feather to the entertainment industry, and it will only grow in the future.

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