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    Family Time Takes Center Stage: OTT Platforms Shift Focus with the Rise of Smart TVs 

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    The Indian streaming landscape is transforming, driven by a surge in smart TV ownership and changing viewing habits. With over 90% of televisions sold in 2023 being bright sets, families are increasingly ditching cable for streaming services like Netflix, Prime Video, and SonyLIV. This shift has prompted OTT platforms to recalibrate their content strategies, prioritizing wholesome and inclusive stories suitable for family co-viewing. 

    Farewell Edgy, Hello Wholesome 

    The initial days of OTT were marked by bold and edgy content. However, the rise of smart TVs has brought families back to the centre of the viewing experience. Platforms now recognise the potential of “single television households” transitioning from satellite TV to streaming. SonyLIV, for example, is experimenting with the TV+ model, releasing longer shows in a staggered format to replicate traditional television viewing patterns. 

    Family-First Focus Drives Growth 

    This shift towards family-oriented content is not just about changing preferences; it’s a strategic move to tap into new markets. Growth in metros has plateaued, and future subscriptions hinge on tier-II and tier-III cities. These regions boast a high prevalence of single TV households and rising smart TV penetration. Tailoring content for family co-viewing in these markets can be a crucial driver for adoption. 

    Not the End of Bold Narratives 

    While family-friendly content is gaining traction, it doesn’t mean the end of edgy narratives. Experts suggest it’s more about recalibrating priorities. OTT platforms will likely continue to offer content for diverse tastes, but there may be a need for better categorization and parental control features on smart TV interfaces. 

    A Changing Landscape Reflects Changing Habits 

    The rise of female subscribers who make independent content choices is another factor influencing the content shift. Streaming platforms acknowledge this evolving dynamic, recognizing the need for content catering to all age groups and genders. 

    The Future of Streaming: Inclusive and Engaging 

    As smart TVs become the norm, OTT platforms are well-positioned to capitalize on the family viewing experience. By offering a diverse range of engaging and inclusive content, platforms can expand their reach and redefine how families spend their screen time together. 

     

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