Usha Pisharody, 56, by no means thought she could be watching Lust Tales at dwelling. However then the schoolteacher from Thrissur in Kerala signed up on an over-the-top (OTT) platform final 12 months. Now, sitting at dwelling — with a bowl of popcorn or a bar of chikki in hand — she commonly watches motion pictures and reveals throughout languages and genres. The English trainer has even began referencing these reveals in her lectures to attach higher together with her college students.“The opposite day, I requested a Class XII pupil what she was binge-watching as of late. She hesitantly mentioned she noticed Lust Tales on Netflix the earlier night time. I requested which of the 4 tales she preferred essentially the most.” The coed was pleasantly shocked, says Pisharody. Not solely was her trainer energetic on an OTT platform — presumably the escape valve for the younger and the stressed — however she had additionally
watched content material one wouldn’t label as tailored for these 50 and above. Pisharody even encourages her retired colleagues to enroll in these platforms, as they offer entry to an unlimited number of content material.
Sunita Prasad shares Pisharody’s enthusiasm for OTT platforms.
These platforms have opened a complete new world for the 51-year-old gentle abilities trainer at a college in Kakinada, Andhra Pradesh. She now has entry to motion pictures and reveals in French, Turkish and a number of other different languages.
Priti and Ketan Sanghavi, a Mumbai-based couple of their late 50s, have additionally grown keen on OTT platforms. They by no means most well-liked watching TV collectively due to differing tastes.On video-streaming platforms, they’ve discovered reveals that enchantment to each their sensibilities. “We look ahead to our evenings now,” says Priti, 57, a homemaker.
Prasad, Pisharody and the Sanghavis are among the many viewers within the 50+ age bracket signing up for videostreaming providers. They characterize a consumer phase that bypassed the torrent section of binge-watching that the millennials have loved for the higher a part of the 21st century. They’re now latching onto OTT for a similar causes as their youthful counterparts: the depth and breadth of partaking content material accessible on demand and throughout a number of screens. Related motivations apart, there are issues that set them aside and make them an vital consumer phase for video-streaming service suppliers.
“These customers have comparatively extra time to observe content material and a better disposable earnings. They’re additionally loyal to a platform as soon as they get accustomed to its interface,” says Kranti Gada, COO of Shemaroo Leisure.
A 2017 report revealed by the United Nations says the worldwide inhabitants of 60 years and above is rising at a quicker fee of three% than all youthful age teams. By 2050, all areas of the world, besides Africa, could have almost 1 / 4 or extra of their populations comprising of “older individuals”, the report says. India’s general inhabitants is anticipated to develop to 1.66 billion by 2050.
The 50-and-above phase’s presence on OTT, at current, shouldn’t be a lot to put in writing dwelling about. They type a minuscule proportion of any OTT participant’s consumer base, says Manish Aggarwal, enterprise head of streaming platform ZEE5. “However this quantity is quickly rising,” says Aggarwal.
This phase can also be difficult stereotypes related to its content material preferences, he provides. “You assume they may like comedy, however they’re as a lot into drama and romance as another age group.”
Ali Hussein, COO of Eros Now, says: “With the unbundling of TV channel bouquets and the growing reputation of sensible TVs and Fireplace TV Stick, we’re quickly going to see a wave of customers within the 50+ age-group coming to OTTs.”
Most OTT gamers classify customers based mostly on three broad age teams: 18-30, 30-45, and above 45. The third group appears to be gaining momentum now. Whereas main gamers like Netflix, Amazon Prime, and Hotstar didn’t Share particulars of their consumer base, Neeraj Roy, founding father of Hungama Digital Media, says a tenth of his OTT platform Hungama Play’s consumption comes from the 45 and above consumer group. Equally, 12% of OTT participant Sony Liv’s development fee is attributed to the 50-plus age group.
As of February 2019, MX Participant, one other OTT platform, had 3.Four million month-to-month energetic customers within the 45+ age group. (MX Participant is a part of the Occasions Group which publishes The ET Journal.)
Shemaroo’s Gada had a first-hand expertise of the rising curiosity in OTT amongst this phase.
Throughout Gujarat’s Kutch Vyapar Mela in 2016, the corporate tried to market the trial model of its Gujarati video app, now a part of ShemarooMe. “We acquired 1000’s of enquiries from the 50 and above age group throughout the pageant. They needed assist to put in the app,” says Gada.
Folks on this age group have various levels of technological consolation with OTT platforms. Sudha Atal, 52, a Kolkata-born and Nepal-based homemaker, can navigate Netflix as a result of her sensible TV’s distant has a button to open the platform. However she shouldn’t be comfy altering the enter mode on her TV to activate Amazon’s Fireplace TV Stick. For that, she asks the assistance of kids within the household. She desires extra international language reveals accessible with Hindi audio.
When she is unable to modify to her profile on Netflix, she makes use of the default one, which belongs to her son Adarsh, a 30-year-old promoting skilled in Mumbai. What she watches in Nepal messes up the algorithm-based options for her son. As annoying as that may be, Adarsh doesn’t complain. “Most mother and father don’t like spending on themselves. She by no means let me purchase something for her. However final 12 months, she requested for a Fireplace TV Stick.”
The problem of dealing with the interface doesn’t perturb Swapna Das. The 79-year-old homemaker in Kolkata has learnt to simply navigate a wise TV and change to a Fireplace TV Stick as and when required. “I like watching Bangla motion pictures however my well being doesn’t allow me to hit the theatres each different week. Platforms like Hoichoi (Bengali streaming app) have made life simpler for individuals like me.”
Altering platforms remains to be a problem for septuagenarians Alka and Chandrakant Patil. The Nashik-based retired couple calls their son in Mumbai each time they’re caught with the interface of OTT platforms.
Shemaroo’s Gada thinks it’s best to maintain issues easy for the 50+ viewers. “For our app’s traditional part, we’ve got housed every kind of content material — like motion pictures, songs and reveals — collectively, as an alternative of getting a genre-based classification.”
At Amazon Prime Video, the consumer interface is offered in three Indic languages — Hindi, Tamil, Telugu — for ease of use of this age-group. There’s scope for extra, after all.
Regardless of these challenges, these within the older age bracket are having fun with the benefits of the video-streaming providers. For Mumbai-based retired banker Pervin Bilimoria, OTT has eradicated common TV viewing.
The 70-year-old is thrilled to be rid of the “snake serials” on TV and enjoys watching thrillers throughout languages on OTT platforms. “I even watched a Korean thriller drama just lately. It’s good to observe the tradition and mannerisms of non-American and non-European characters.”
Boring TV soaps is what pushed Ravi Sabat to OTT platforms, too. “I like that reveals on OTT platforms aren’t stereotypical like these on TV channels, and that they finish after 10-12 episodes. At the very least you don’t have to attend for years to see how a narrative ends,” says the 63-year-old retired banker based mostly in Bhubaneshwar. A 12 months after signing up on a few OTT platforms with the assistance of his millennial youngsters, Sabat now offers them suggestions on what to observe.
As this viewers phase latches onto OTT platforms, it turns into an amazing alternative for entrepreneurs focusing on them, says Jehil Thakkar, associate at Deloitte India. “My mom, 76, just lately downloaded an OTT app to observe a present she couldn’t catch stay on TV as my son watches wrestling throughout that slot. She didn’t wish to upset her grandson. Now she doesn’t watch the TV and is an everyday on the app,” he says.
“Since ours is a single TV family — like 98% TV households in India — advertisers couldn’t entry her immediately. With OTT, that’s not the case.”
OTT allows focused promoting. Advertisers can get a clearer thought of a consumer’s content material decisions and viewing patterns via the info the OTT participant has about her. This will help them goal the phase both immediately via adverts or by associating with the content material made for subscriptiononly platforms like Netflix and Prime Video.
Essential shopper group
Ajay Kakar, CMO of Aditya Birla Capital, is curious to see how focused promoting may benefit his BFSI model that considers the 50 and above an important shopper group. He has been approached by the likes of ZEE5 to discover prospects. “Media companies, nevertheless, appear to be discounting the significance of OTT for this phase,” says Kakar. He’s but to see a media plan involving these platforms.
There are a few causes for this, says T Gangadhar, president of media company Essence. “One, focused promoting to a selected group is at a nascent stage in India. Two, even when the OTT participant is ready to construct a profile of customers on this age-group via machine studying, the following apparent query might be: are you additionally making content material fitted to them? The reply, in the meanwhile, isn’t any.” Maybe the one exception could be Hoichoi, which has a library of traditional Bangla motion pictures in style with this age group.
“This can change quickly although,” says Gaurav Gandhi, director and head of enterprise at Amazon Prime Video India. “We’re already transferring from age-wise segmentation of content material to segmentation on the premise of your life phases and pursuits. On OTT, content material creators can create for area of interest segments as they don’t have to fret about filling theatre halls anymore.” Give it one other 4-5 years, he says.
Within the meantime, individuals like Pisharody wish to overcome the envy they really feel each time school college students quote the variety of episodes that they will binge watch. “It’s exhausting even serious about it. However I additionally wish to do it at some point,” Pisharody provides.