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Speaking about 2024 and its impact on the OTT industry, Jhoomer Sinha, Vice President of India Hindi Business, Kuku FM, said, "2024 was a landmark year for streaming and the OTT industry. This year truly established the fact that OTT is here to stay for a very long time. We are confident that, in the long run, OTT will have more pull than traditional entertainment channels. For Kuku FM, 2024 was a year of many firsts. Not only did we cross 3 million paid subscribers, but we also diversified our content offerings with more original content, which helped us garner more mindshare amongst customers."
Looking ahead to 2025, she predicted five key trends for the OTT sector, "Firstly, mobile will continue to be the primary streaming device for 90% of Indian audiences. The mobile-first trend is well-established and is expected to dominate for the foreseeable future. Secondly, consumers are increasingly demanding better-quality content. They expect content that is top-notch in quality and capable of keeping them engrossed for hours. Storytelling will be key in meeting these expectations. Thirdly, consumers are becoming more conscious of their spending. They will only pay for content or a product that they truly enjoy. With so many streaming options available, consumers today have the flexibility to choose products that fit their budget. Fourthly, vertical content is here to stay. You will see more OTT platforms optimising for vertical mobile streaming, as this format continues to gain popularity. Lastly, regional content will continue to take centre stage. The demand for regional audio content will grow, driven by users seeking cultural connections and platforms spotlighting diverse linguistic content."
