Rise of connected TVs prompts OTT platforms to focus on family-centric shows

The rise of connected TV sets, especially in urban areas, is reshaping the content and marketing strategies of video streaming players that are targeting wholesome shows that could be watched by the entire family, instead of the more personalised programming tailored for mobile screens. As a result, there has also been an increase in co-viewing of streaming content among SVoD audience, which has implications on content and marketing strategies of OTT platforms in India. Family entertainment takes centre stage About two-thirds of connected TV audiences watch streaming content with other members of their families, making inclusive content catering to different life-stages a critical success factor for the Indian SVoD market in the times to come, the report said. “Urban audiences have embraced connected TV wholeheartedly, drawn to its premium content, immersive viewing experience, and the ability to seamlessly switch between platforms. The multi-profile features of streaming platforms also allow multiple members of the family to create personalized recommendations, making CTV an ideal medium for group entertainment," said Kaushik Das, founder and CEO of AAO NXT, an Odia language OTT platform.