What to Watch Next? The Labyrinth of OTT Content
With rising OTT penetration in India, the overwhelming abundance of content makes choosing what to watch a high involvement decision. In today's time-constrained world, viewers seek content that resonates with their interests. Imagine planning family viewing sessions only to lose valuable time navigating an ocean of options. In this context, the question of 'What to watch next?' has become increasingly pressing. The sheer volume of content creates "infobesity," makes the selection of what to watch a multifaceted decision-making process, where the act of discovery is often part of the enjoyment.
So what influences viewer’s content selection? Personal recommendations from friends, family, and influencers hold significant sway, as do engaging trailers and compelling storylines. Influencer marketing is gaining importance here as well, as seen in many other sectors – leading OTT platforms to actively pursue collaborations with social media influencers to amplify their content promotion efforts.
Content consumption has also become a popular subject of casual conversation during office breaks and social gatherings. These conversations often ignite a desire to explore trending shows, fueled by the 'Fear of Missing Out' (FOMO). This social aspect amplifies the importance of word-of-mouth marketing and online discussions
Genre preference also plays a vital role, with a growing interest in niche content like spy thrillers and docuseries. Notably, the traditional "star power" of actors continues to influence viewership, although not as strongly as in traditional cinema.
The article underscores the importance of content marketing in capturing audience attention. OTT platforms are leveraging innovative strategies, including out-of-home advertising and brand partnerships, to generate buzz and drive viewership.
Further, as AI technology advances, we can anticipate a future where content discovery becomes more streamlined, allowing viewers to spend less time searching and more time enjoying quality content tailored to their preferences
The article also emphasizes the value of consumer research in developing successful OTT marketing strategies. By combining traditional surveys with social media intelligence and advanced methodologies like eye-tracking and facial coding, marketers can gain a deeper understanding of viewer preferences and optimize their campaigns for maximum impact.
