Streaming services have achieved the status they set out to overthrow

In the realm of digital entertainment, Over-The-Top (OTT) platforms once promised a fresh and exciting alternative to traditional television. With their arrival in India, shows like Sacred Games on Netflix and Paatal Lok on Prime Video marked a wave of innovative content that captivated audiences. However, as we delve deeper into the current state of these platforms, it appears that they may have veered off course.

The UI of most homegrown streaming platforms is poorly designed, causing difficulty in navigating through shows or matches. This inconvenience, coupled with the diminished willingness to take risks, has left many viewers yearning for the platform's initial promise of bold, original content.

Independent Indian streaming platforms, such as Netflix India, Amazon Prime Video India, and JioCinema, have showcased risky and unconventional stories similar to Sacred Games and Paatal Lok. These platforms, which have given a stage to independent creators and parallel voices, like TVF, have been instrumental in providing a platform for fresh and daring storytelling.

Yet, despite charging a premium, these platforms have introduced ads, a move that frustrates subscribers who thought they were paying precisely to avoid them. This hybrid model of subscription plus advertising has led to questions about whether consumers are truly getting their money's worth.

The author, Manas Tiwari, who leads the Technology coverage across Times Now Tech and the Times Network, with previous experience at India Today, Zee Business, and Financial Express, has expressed his dissatisfaction with this changing landscape. He prefers watching movies on large screens with high-quality sound systems and compatible formats, a luxury that seems to be compromised by the frequent ads on platforms like Prime Video and Zee5, despite having premium subscriptions.

Global examples, such as Apple TV, show that streaming platforms thrive when they focus on originality. However, OTT platforms in India seem to be leaning on old television tropes, risking losing their original audience. The content landscape has dipped in quality, with a sense of anticipation surrounding new releases disappearing.

Despite this disappointing turn, it is important to remember that OTT platforms opened doors for new writers, actors, and directors who valued storytelling over star power. The audience is still eager for fresh stories, but platforms need to take risks again and focus on unconventional storytelling to regain their initial appeal.

In conclusion, while the infrastructure and audience for OTT platforms remain, the platforms themselves seem to be losing their edge. Instead of chasing television's formats or Bollywood's glamour, OTT platforms need to return to their roots: giving a stage to bold, unconventional storytelling. Only then can they reclaim their position as a disruptor in the world of digital entertainment.