OTT is the most popular term in entertainment right now as it sits at the center of the inevitable and unstoppable merger between the worlds of television and digital video. But what exactly does it mean and why does it matter? So, OTT stands for “over-the-top”, the term used for the delivery of film and TV content via the internet, without requiring users to subscribe to a traditional cable or satellite pay-TV service like Tata Sky or Dish TV.
Currently, streaming boxes/sticks and smart TVs are the two most common device types for streaming content, but within each of these devices, categories are several brands fighting for market share. Within the streaming box/stick markets like Amazon and Google, all have well-established footprints; within the smart TV market, Samsung, Vizio, LG, Sony, and others all factor in; and among game consoles, Xbox, PlayStation, and Wii, all have sizeable shares of the market. It begs the question: Why is the OTT device market so fragmented?
One big factor, of course, is that many of these devices are not dedicated to OTT streaming, but rather incorporate that feature as an added capability. Most people buy a TV primarily to watch TV, or a game console primarily to play games, or a Blu-ray player primarily to watch Blu-rays. But as more of these devices were sold with built-in internet-streaming, more consumers had the ability to stream OTT content as per their wish. And as demand for streaming services like Netflix and Prime Video grew in popularity, viewers opted for whichever living room device happened to enable OTT streaming. For a household that watches only one or two OTT streaming services, the specific device specs were secondary to the fact that it enabled the desired viewing behavior.
As the OTT market develops and households begin streaming content across an increasing number of OTT apps, the user experience will likely become more important. When it comes to user experience, the streaming device hardware is secondary to the software platform. It is worth considering to what extent the OTT market might eventually resemble the smartphone market and how user experience factors into the equation. The iOS and Android platforms ultimately grabbed the lion’s share of the smartphone market as software (specifically, apps) became the differentiator in the user experience. If the future of TV is indeed apps, does that mean that the platform on streaming devices will eventually determine the biggest players in the market? Or will this market remain fragmented, much like the pay-TV market is today? Only time will tell.
Nowadays, Indian audiences are setting priority over OTT content because firstly, the content is always available every time, so it helps its viewers to watch the content whenever he/she gets free, rather than waiting for the time when your favorite show telecasts. This gives the audience more comfortable, freedom, and more valuable to their own time. And, then the original content. The contents that get created on the OTT platforms are original ones which are created for one particular platform (say Netflix, for example), in the form of movies and series. Series are another kind of revolution in the field of OTT platforms, where you can access the content at your home, with popcorn and drinks, when you are free to watch. There’s no factor to force yourselves to watch your favorite content, like time.
However, to get an immersive cinematic experience the web content like movies and series, you need to have a home theatre at your home, as it enhances your experience three-times and gives another dimension of experience that you usually get while watching movies in cinema halls. Hence, the importance of home theatres has emerged at a bigger scale. Smartphones, Tablets, PCs, and even Televisions have limitations to give an immersive and aesthetic visual experience that you need as a viewer, as you are watching in a cinema hall.
Home theatres are replacements for cinema halls as well. When you want to watch a movie in the theatre, you have to check its showtime, ticket fares, the atmosphere of the theatre, and after reaching there and if the shows are house-full or over-packed, then it would be a great disappointment for you. Now, when you start watching movies by either downloading them or through streaming services, you could them with relaxation, without any tension or stress. You can watch it whenever you want. No chaos of over-packed audience. It’s just the content on the screen and you.
Lumina Projection Screens bring various options for home theatre screens that could easily cater to your needs and wants. Our main aim is to deliver an enhanced and one-of-a-kind cinematic experience of magnificent visuals that enable you to easily enjoy the depth of your favorite content — like your favorite movies, series, and even sports — at your desired place. You can enjoy any OTT content in a way better resolution and screen.
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- Date - September 7, 2019