OTT subscriptions have become a fundamental part of life just like food and roof over one’s head with the majority of viewers considering the streaming platforms a daily necessity in the present day and age of digital technology. But still, the users of OTT platforms are now voicing their anger about the rising amount of ads that are cutting into their viewing time more and more.
The growth of OTT has been rapid in India and has been providing the audience with a vast array of content. In the Telugu region of India, initially, Amazon Prime Video and Jio Hotstar were the leading ones, but on the contrary, Netflix has been the fastest growing and has now been acknowledged as a top player offering new releases. Netflix, although its subscription price is still the highest amongst others, is releasing noteworthy Telugu content which is pulling in a larger number of subscribers.
On the other hand, the rival platforms like Prime Video, Jio Hotstar, and Zee5 are not only trying to preserve their part of the market but also improving by pouring money into new content. Since the acquisition of Hotstar by Jio last year, the content library of the platform has been doubled with a noticeable increase of International Shows and Movies. Nevertheless, the platform has also made a move that the users did not expect by raising the subscription fees yet again, which is another factor that contributes to the dissatisfaction of customers.
On one hand, streaming services such as Netflix, SonyLIV, and Lionsgate have been commended for providing ad-free viewing, while on the other hand, a few of the largest OTT services including Jio Hotstar, Zee5, Aha, and Amazon Prime Video have not stopped the advertisement business even on their lower-tier plans, and in fact, they run it quite frequently. Subscribers on mobile, base, and super plans have been complaining about seeing twice as many ads which has led to viewer frustration.
A big number of users report that the ad frequency is simply intolerable and they often think of it as the movie being interrupted by ads instead of ads interrupted by the movie. A few of the viewers have even raised doubts about the worth of their subscriptions and reported that they are thinking of quitting the services that are already being ad-interrupted such as Hotstar, Zee5, and Aha.
Family Viewing Becomes Difficult
Holidays and festivals are the main occasions when families get together for a movie night. Nonetheless, the viewers shared their discomfort with the advertisements, the ads of the products like condoms and pan masala, being shown at the wrong time interrupting family time. Moreover, some platforms even post nudity clips causing embarrassment and confusion to parents and kids.
This has turned many viewers off to watching streamed OTT content in the presence of family members, as they are afraid of the unexpected or inappropriate ads. A lot of people are of the opinion that at least the OTT platforms should make sure that the ads shown during the time of streaming are related to the content being watched.
Viewers Turning to Alternatives
Dissatisfaction that is on the rise has led to a drop in subscription numbers for some OTT platforms. The majority of the audience has turned to third-party apps to download movies and shows, thus making it possible for them to watch the content on TV and without advertisements. A few others are going the unofficial routes and are watching online directly.
Experts predict that if OTT players do not enhance both the ad experience and the relevance of content, then more of the viewers will seek these alternative viewing methods in the coming times.
