Who moved my show? Pricing, navigation key challenges for users as OTTs merge

The merger of video streaming platforms such as Disney+ Hotstar and JioCinema, MX Player and Amazon miniTV, and Warner Bros and Discovery may have bolstered content diversity, but offering viewers a seamless user experience while they transition to a new app could prove to be a challenge. Consumers who were used to watching a show on one platform might suddenly find it moved to a premium tier elsewhere," said Kaushik Das, founder and CEO of AAONXT, a platform specialising in Odia content. “Recent mergers and acquisitions in the Indian OTT space have several advantages, including increased content library offering diverse genres, personalized content recommendations combining data and analytics to enable more accuracy and cost savings, enabling merged entities to invest in better content and technology," said Rajat Agrawal, chief operating officer, Ultra Media & Entertainment Group. “In this new era of consolidation, media and OTT companies should prioritize the consumer in every decision regarding experience, content offerings, subscription packages, and the overall brand promise.