After shoring up content libraries, local OTT platforms are investing in technology upgrades to improve product experience for their subscribers.

Streaming services like ALTBalaji, MX Player and even regional language OTT firms are investing in making interfaces more user-friendly, allowing for videos to play even on patchy internet connectivity in remote areas, apart from customising recommendations based on language and location of customers. The investments are high but platforms realise uninterrupted services are the only way to win customer loyalty.

This is backed by a study by media consulting firm Ormax which said 46% of audiences feel technology of a platform, including video quality, search options etc, is more important to them than the content itself.

“Foreign players have a significant advantage reaping the benefits of their earlier and current technology investments in developed countries. They start with a right and strong foundation and make investments for customizations on that foundation for the Indian market. The foreign players also budget more investments on tech, as a ratio to total investments or content investments, compared to their Indian counterparts." said Manish Sinha, Business Unit Head, OTT Solutions and Services, TO THE NEW.

See the full media coverage here.