Vibhu Agarwal

Vibhu Agarwal Expresses Viewers perception on Indian OTT Platforms

The growth of the internet and bandwidth has encouraged the creation of over-the-top (OTT) services for premium video streaming. The industry is now flooded with OTT providers, making it difficult for clients to select the appropriate platform. In this strategic field, the players are now vying for supremacy. Businesses employ global market growth as a tactic to improve client share. Regionalized programming, a wider database of entertainment content, and programme differentiation are just a few of the tactics service providers utilise to get more users to use their services. The founder and group CEO of ULLU and Atrangii App, Vibhu Agarwal, discusses how OTT is seen by customers and why they prefer it to traditional services.

Customers typically watch television through cable or satellite. Now that high-speed internet is more widely available, people choose to watch it online. Online streaming, also known as Over-the-Top (OTT) media, has gained popularity as a substitute for pay television, according to Vibhu Agarwal, group CEO of ULLU App.

The consumer viewing experience has been completely transformed by OTT. More than 10 million people have downloaded the ULLU App since its release in December 2018 on Google’s Play Store. “Lockdowns, increased smartphone accessibility, and the development of high-speed internet are elements that have aided in the growth of the ULLU App. We provide the most affordable membership packages available, ranging from Rs. 36 for a week to Rs. 198 for a full year. Vibhu AgarwalGroup CEO of ULLU Apps said, “The range of options ensures that we deliver offers for every type of audience. ULLU, in contrast to other OTT services, partners with content providers rather than hiring them to produce content. The producers work with the platform in accordance with a revenue-sharing agreement.

Notably, the rate of growth in the DTH-TV subscriber base has drastically decreased. The increase of (Over the Top) OTT services has had a negative impact on DTH membership rates, notwithstanding the possibility of other contributory factors. Due to fierce market competition, OTT network providers are providing users with both interesting content and reasonably priced subscription options.

Addressing the competition between DTH and OTT, we should take into account the fact that there are technologies in place that enable the same content to be consumed in a variety of ways. The option for the consumer to choose which of these platforms is best for them makes perfect sense. Due to the fact that around two-thirds of Indians do not actively use the Internet, the choice of OTT is rather constrained. Even DTH has not totally eradicated the cable connection because there are still numerous active cable competitors in the market who have dispersed their services around the country. They cannot be regarded as outmoded as a result.

Although DTH still has a chance to catch on over time, the availability of OTT platforms will increase because of affordable subscriptions and widespread internet connection. Without a doubt, OTT platforms are growing, but India’s sizable population also has room for a sizable number of DTH subscribers. Both services continue to be competitive in the Indian market for the time being, albeit one may eventually surpass the other.

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