Factors Influencing OTT Content Selection in India

This article serves as a guide to understanding the factors influencing content selection in the Indian Over-The-Top (OTT) market. It outlines the challenges viewers face due to the overwhelming amount of available content, a phenomenon referred to as 'Infobesity.' The article discusses how viewers often rely on recommendations from friends, family, and social media influencers, with 39% of viewers making choices based on these endorsements. The influence of social media is highlighted, particularly how influencers can shape viewing habits and bring niche content to the forefront. Additionally, the article details how personal preferences, such as storyline and genre, play a significant role in content selection, with 29% of viewers prioritizing storylines and 17% focusing on genre. The rise of AI in content recommendations is also noted, with 15% of viewers embracing personalized suggestions. The article concludes by emphasizing the importance of effective marketing strategies in the competitive OTT landscape, showcasing how innovative campaigns can significantly impact viewership.