By Shaurya Lall
Imagine settling onto your couch, ready to indulge in your favourite series on your premium OTT streaming service, only to be greeted by an unexpected guest: advertisements. It’s the modern-day equivalent of inviting friends over for a movie night and having a salesman crash the party.Remember the good old days of Hotstar during IPL season? Premium members luxuriated in uninterrupted cricket action, a blissful sanctuary from the commercial chaos. Yet now, it seems those halcyon days are but a distant memory. Jio-Cinema is the platform where IPL currently streams free of cost but even if have a premium membership, you are bombarded with advertisements for 15 seconds before you can watch the stream.
Furthermore, the encroachment of advertisements into previously ad-free spaces, such as Hotstar during IPL season, serves as a stark reminder of the evolving nature of the streaming landscape. Meanwhile, the recent changes to Spotify’s free version, making it nearly unusable without encountering ads, further exemplify this trend. It’s a tactic that reeks of coercion, attempting to irritate users into submission rather than genuinely enticing them with value.
This shift in strategy represents a departure from the established norms of the streaming industry and raises questions about the integrity of these platforms. For subscribers who have willingly opened their wallets in exchange for ad-free entertainment, the sudden appearance of commercials feels like a betrayal of trust. It’s akin to purchasing a ticket to a movie only to find yourself subjected to a barrage of trailers before the main feature.
As the streaming industry continues to evolve, it’s essential for OTT platforms to remember who they ultimately serve: the viewers. Annoying users into subscription upgrades through the bombardment of advertisements is not a sustainable long-term strategy. Instead, these platforms should focus on providing genuine value and delivering on the expectations of their subscribers. After all, in an era of endless entertainment options, consumer loyalty is a precious commodity that should not be squandered.
