Prescience 2023: Growth of connected ecosystem leading to increased consumption – Abhirup Datta, ZEE5

Will OTT be a gamechanger (again) in a 5G-fuelled 2023?

The growth of the OTT industry has seen constant momentum even in 2022 and is anticipated to continue to grow in the upcoming year. The introduction of 5G will act as a catalyst as it will propel consumption of digital content across markets which shall open growth avenues for OTT. While in the initial phases, 5G will be restricted to the metros and tier 1 markets, we do see significant demand from other regions as well. Therefore, our focus shall remain to cater to the wider audience base with quality content and enhanced viewing experience.

From originals to movies and more, what will click the most?

The industry in whole accelerated with increase in demand this year which shall continue in future. Consumer preferences will continue to evolve with a higher appetite for a variety of good content. From January we will be streaming ILT20 on ZEE5 besides being aired on ZEE channels. On ZEE5, ILT20 will be streaming for free as an AVOD offering for our audiences with an aim to maximise accessibility of the content. We’ll also get to see multi-fold growth in the variety of content from noted creators and talent from across regions coming on to OTT platforms.

The growth of the connected ecosystem is leading to increased consumption through CTVs which is generating demand for enhanced viewing exposures. Accessibility and affordability will play a significant role in the business ahead to attract and sustain audiences on the platform.

ZEE5, being a consumer-first platform, will follow a strategy that caters to the demands of the audiences. We have made many industry-first moves for the AVOD audiences like bringing exclusive originals like ‘Ardh’ ‘Country Mafia’. Designed campaigns like ZEE5 Manoranjan Festival, ZEE5 World Hits that shall enable increased accessibility to premium content in all languages including international projects.

At ZEE5 we look forward to further expand our investments and innovate across businesses. On the AVOD side of the business, we have plans to bring more engaging and exclusive content for our audiences. We have increased our investments in original content, and we will see more direct to digital releases as well.

That being said, content shall remain the king along with focus on an enhanced overall experience on the application that our research and development team is dedicated to. Through this, we aim to meet consumer expectations and strengthen our trust among the audience in always being able to deliver quality content, in both, AVOD and SVOD segments.

(The author is Head – AVoD Marketing, ZEE5.)