The marketing objective
The adoption of OTT (over-the-top streaming) services picked up in 2020 as consumers spent more time at home in the wake of the COVID-19 lockdown.
Industry reports showed that, subscriptions grew 55-60% for the top OTT platforms on the back of increased interest. 50%+ of these new users were likely to continue subscribing to these new OTT services.
In a cluttered streaming space in India, where over 40+ OTT platforms jostle for share of mind and share of wallet, 'content discoverability' became very important.
As one of the more premium OTT services, Netflix already had a vast...