Rushad Rana on Decline in OTT Content Consumption as Work Resumes

Rushad Rana

Actor Rushad Rana discusses a decline in OTT content consumption as people return to work post-pandemic, attributing it to a lack of time and the overwhelming amount of content available

Rushad Rana

The surge in OTT platform popularity occurred during the first lockdown when people were confined to their homes with more free time to consume digital content

Rushad Rana

With the return to normalcy, people face challenges in deciding what to watch due to the vast content library and limited time, impacting OTT viewership

Rushad Rana

Rana observes a shift in OTT content, noting that earlier bold themes are now being toned down to appeal to family audiences, indicating a strategic change by platforms

Rushad Rana

This change reflects an understanding that to attract families, content must be more controlled and less explicit than before

Rushad Rana

While OTT platforms continue to produce a large volume of content, the lifestyle changes post-pandemic mean people have less time to engage with it

Rushad Rana

The actor highlights a division in audience preferences, with some seeking bold content while others prefer family-friendly shows

Rushad Rana

Rana's insights suggest that the OTT industry is adapting to changing viewer habits and demographics, focusing on broader appeal to maintain engagement