OTT Content Dominates as Online Learning Struggles to Attract Indian Internet Users
A recent study highlights changing online behavior among internet users in India, revealing a stark contrast in preferences for digital services. While online learning platforms are struggling to capture the attention of users, over-the-top (OTT) content platforms have emerged as the most accessed digital service in the country.
The study shows that a majority of internet users prioritize entertainment, with streaming services like Netflix, Amazon Prime Video and Disney+ Hotstar leading the charts. The ease of access, diverse content libraries and affordable subscription plans are driving their widespread adoption.
On the other hand, online learning platforms like Coursera, BYJU’s, and Udemy are witnessing reduced engagement. Experts attribute this trend to multiple factors, including digital fatigue, inconsistent internet access in rural areas and the preference for traditional learning methods post-pandemic.
"While OTT content appeals to a universal need for relaxation and escapism, online learning demands consistent focus and time investment, which many users find challenging," says a digital trends analyst.
The report also sheds light on internet usage patterns, with social media platforms and online shopping sites ranking just below OTT services in popularity. This reflects a growing inclination towards entertainment and convenience among Indian internet users.
However, education experts emphasize the need for online learning platforms to innovate and enhance user engagement. "Gamification, interactive sessions, and hybrid learning models could potentially attract more users," suggests an education technology consultant.
As India’s internet landscape continues to evolve, the disparity between entertainment and educational content consumption underlines the need for tailored strategies to meet the diverse needs of users. For now, the binge-watching culture seems to be winning the race in the digital domain.