Creative Opportunity in the Digital Space
More and more artists, producers and content creators from Bollywood, stand-up comedy and TV are going over to digital, over-the-top content (OTT) platforms. They are being given free reign to create content for the digital platforms to grab a bigger audience. With the presence of global players like Netflix and Amazon Prime, as well as domestic ones like ALTBalaji, Hotstar, Voot - writers, actors and filmmakers now have a space that's more experimental.
Controversial subjects will have more opportunities in the digital space, which is less regulated, with its niche audience. Therefore, streaming platforms are optimistic about the Indian market. KPMG says video currently accounts for 60% of mobile data traffic in India, and is expected to grow at a compounded annual growth rate of 63% between 2016 and 2021.
For an audience, streaming platforms hold the promise of more interesting content and better production values. Digital platforms may have higher production budgets to experiment with.
Content creators get the creative liberty on digital they crave. A 5-hour long binge watch allows writers and directors to explore the characters with greater depth and nuance than a typical Bollywood film can. The censors flinch at the use of words like sex and f***, but the language of digital content is more real.