OTTs are in huge demand as theatres are totally closed. The digital platforms are expected to continue in the same run even after theatres are open. According to a survey, all families, including youth, are already addicted to OTTs.
There are many OTTs like Amazon Prime Video, Netflix, Zee5, Disney Hotstar, Sun NXT, Eros, Aha, and others that are competing to provide a lot of entertainment to the Telugu audience on a regular basis.
If a question arises as to which of these is number 1 in Telugu, then it is Amazon Prime. In Amazon Prime one can watch Telugu movies directly and also have the facility to watch movies in all languages in the form of Telugu translations including Telugu subtitles is very high compared to other OTTs.
That is the reason it defeated international giant Netflix and became popular in Telugu. All the recent Telugu blockbusters are available on Amazon Prime. Most of the South Indian movies including Penguin can be seen only on Amazon Prime Video. The next Nani- Sudhir Babu `V`, Suriya’s Surarai Potru are getting released on Amazon. Other OTTs like Netflix, ZEE5 and Disney HotStar are in competition but Amazon Prime is top in the game.
But how and why Amazon became top OTT in Telugu? Amazon turned out to be producers friendly. The signed amount will be cleared within 30 days of the film being aired on the site. They sign the deal very quickly compared to Netflix with spends six months and even then does not sign the deal.
Netflix also has less grip on the Telugu market. So why will producers wait for so many months after having a lot of debts? Compared to Netflix they feel Amazon Prime is safe and secure. Also, the huge subscribers here are turning the movie into bumper hits.
After Amazon, a big company like HotStar is preparing to invest heavily on Telugu films to capture Telugu market. ZEE 5 is underfunded. SunNXT is not so interested in Telugu. Others are also unable to beat Amazon due to lack of interest. Amazon, on the other hand, has been able to maintain its number one position in the South as it is not shying of investing heavily in the market.