The OTT (over-the-top) streaming landscape in India is undergoing a strategic shift as platforms introduce “appointment viewing” to combat stagnant subscriber growth and cultivate consistent viewing habits. Popular shows like “The Great Indian Kapil Show,” “Lootere,” and “Adrishyam” are at the forefront of this initiative, aiming to recreate the anticipation and engagement associated with traditional TV broadcasts.
Source:- india today
Appointment viewing involves releasing new episodes of a show at a specific time and date, encouraging viewers to tune in simultaneously, much like the old-school TV experience. This strategy contrasts with the binge-watching model, where entire seasons are released at once, allowing viewers to watch at their own pace.
Source:- BBC news
“The Great Indian Kapil Show” is a prime example of this new approach. By scheduling the release of episodes at a fixed time each week, the show creates a regular viewing appointment for its audience, fostering a sense of anticipation and community. Similarly, “Lootere,” with its gripping narrative and high production values, leverages appointment viewing to keep viewers hooked and coming back for more.
“Adrishyam,” another popular series, utilizes this model to build suspense and maintain viewer interest over a prolonged period. By spacing out episode releases, the show not only sustains audience engagement but also generates buzz and discussions on social media, further amplifying its reach.
The shift towards appointment viewing is a calculated move by OTT platforms to differentiate themselves in a crowded market. It helps build a habitual viewing pattern among subscribers, potentially reducing churn rates and increasing long-term loyalty. This model also allows for better marketing strategies, as the scheduled releases can be promoted more effectively.
In conclusion, the introduction of appointment viewing with shows like “The Great Indian Kapil Show,” “Lootere,” and “Adrishyam” represents a strategic evolution in the Indian OTT space. This approach not only aims to invigorate subscriber growth but also enhances viewer engagement by recreating the communal and anticipatory aspects of traditional TV viewing.
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