For decades, media consumption habits have remained unchanged. Traditional forms like TV, radio, newspaper, magazines etc. have majorly attracted the viewership of the audience be it for news or entertainment. Remember the time when you used to walk up to a CD-rental store to watch your movie? This was soon replaced by downloading links & torrents to watch movies and shows, listening to songs on your desktop/laptop in the comfort of your home.

But there has been a drastic change in the media consumption means and ways with the internet & tech-boom that we have seen in the recent times. Every movie, every series, the latest news and the and even sports events can now be viewed with the click of an app. Netflix, Amazon Prime, Hulu, Hotstar and other OTT platforms are now the go-to options for the audience.

The digital-first approach is leaving behind all the traditional forms of media and becoming a preferred option amongst the audience. But it only makes sense, because why would someone not want a variety of content in the same place. Each of these streaming platforms is like a one-stop-shop for content.

This shift has been highly influenced not just by a new taste for entertainment but also the viewing experience that makes it convenient for all to watch anything, anywhere, any time. The flexibility of viewing/listening, the convenience without any place or time barriers, the accessibility, the variety of content and the superior user experience have catalyzed this change in media consumption habits.

The technological innovation and latest algorithms that follow your viewing preferences and suggest related content, delivering shows and movies in regional languages for a more personalized experience and interactive user interface have also resulted in high viewership on these streaming platforms.

The digital landscape knows no boundaries and has gotten people addicted to the new and old content that they can readily watch on any device. Economically too, OTTs come off as a better option where you get millions of shows, movies, podcasts, videos and more on a monthly subscription.

However, this shift has not fully materialized and there are certain concerns like data privacy, tech support and regulatory compliance that stand in the way of OTT adoption. But there is certainly a large scope for it and the marketers in this digital arena.