The Dark side of OTT platforms !
Single Tea : Rs.10/- | A Chocolate : Rs.2/- | A Movie : Almost Free :(
The Music Industry has faced such a downfall in this decade. Now Music is almost a freebie. With the Advent of OTT Platforms and digital home & Mobile entertainment, to attract mass population to start using the platform, most content was acquired, almost for free. Biggies earn on Indie's sacrifices. Many organisations sourced content at a Big cost from Big Production Companies and adjusted the expense by sourcing content from small producers under the revenue share model (If people watch we pay, Approx., 3 Rs. an hour for a Movie - This is an example of what Amazon Prime Video Pays, Other apps are even lower).
Thus the small players were attracted to give their content for free to these platforms. These platforms advertised that they have a huge library, (of which most movies are on revenue share), sold their Apps for a subscription charge to watch all the content.
But what they did was , they made the small providers advertise at their own expense saying their content is available in these platforms thereby the platforms gained a free promotion for their Apps & websites. But when people start using them, these platforms advertised and promoted only the content they bought outright.
They just don’t care for the movies which are on revenue share.
They made a design of the app / website in such a way that it shows only the Big Stars upfront and made it difficult to find newly added content from small providers under each category / genre. They dont give users a faciity to sort the movie lobrary under each category by recently added. Thus small content providers kept advertising continuously and got tired as people land on the Platform to watch the content from big stars. This is the Dark Side of OTTs.
These platforms know that individual persons cannot advertise and compete with the advertising Reach of the platforms themselves. Hence they made sure the movie library is sorted only by the no. of views each movie has. The moment someone watches a movie given on revenue share, the platform has to start paying the content owner.
Hence they made it so difficult for a user to easily find a small movie. For small and Indie Artists, the revenue slowly became peanuts. If the viewership of these movies decline, new content would be replaced and the old ones would be removed. More over, these platforms have created a habit with the audience that Art can be watched for a rock-bottom price ro free.
Example, an OTT platform charges a user 1000 rupees per year and give them a music app, a movie app, free delivery of goods via online shopping, all unlimited. This make a cost of a movie watch, a stooped down tipsy penny, much lesser than a chocolate or a single Tea. It is as good as free for the public.
The Big stars survive as they get upfront payment and the small one take the beating, whilst the platform advertises they have a huge library and make merry. This was the same strategy to destroy the music sales of upcoming / new artists. Now its happening to movies. For the benefit of the platform, big banners & telecom companies, art is made a bait.
So I requests the producers not to give their movies for free to these platforms on the revenue share model. Sell your movie where the end price for a user is a decent cost and that is when an art gains respect and you gain some income. Once there are no movies given on revenue share, these platforms cannot pay only the biggies such high price and also for the end user they cannot advertise that they have 1000s of movies and they cannot give their platforms to users where the cost of per movie is so cheap.
Thus the audience will also come to a situation to pay for each Art appropriately. Right now I request the public, to Respect Art, Save Indie Artists, Pay them individually, so they can also survive to give you a better entertainment in the future !
Solution : Pay Per View is the most genuine model for OTT platform. Its also called as TVOD.
Every movie gets what it deserves and it becomes feasible to advertise them. Quit OTTs that package multiple movies at a fixed price.
Primarily Selfies are made for mobiles and movies for the big screen. Watch movies on Big Screen and see the energy and true entertainment in its originality.
~ An Article by Arunkanth