To combat stagnant subscriber growth, OTT platforms are experimenting with “appointment viewing,” ditching the all-you-can-eat buffet for weekly releases like the good old days. This has viewers divided – some welcome the return of communal discussions and anticipation, while others resist the wait and see it as a step back from OTT’s flexibility. The success of this strategy hinges on whether viewers crave the watercooler moment over the freedom to binge.
Remember the days when your favorite shows had you glued to the TV every week, eagerly awaiting the next episode? OTT platforms, known for their binge-watching havens, are taking a step back in time with a new strategy called “appointment viewing.”
This concept ditches the all-at-once season drops and reverts to a weekly release schedule, similar to traditional television. Shows like “The Great Indian Kapil Show,” “Lootere,” and “Adrishyam” are adopting this format.
But why the change? OTT subscriber growth is slowing down. Platforms are looking to boost engagement and create a sense of anticipation. Appointment viewing aims to build a habit – a dedicated time each week where viewers tune in for the latest episode, fostering discussions and online buzz.
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So, how are audiences reacting? There’s a mixed bag. Some welcome the return of the “watercooler moment” – that time at work or with friends where everyone discusses the latest plot twists. It creates a sense of community and shared experience, often missing in the solitary world of binge-watching.
However, others criticize the shift. They argue it disrupts their viewing habits and feels like a step backward. After all, the flexibility of OTT is a major draw. Who wants to wait a whole week when they can devour an entire season in a weekend?
The success of appointment viewing remains to be seen. It might cater to specific genres like reality shows or dramas that thrive on suspense. Only time will tell if audiences embrace the wait or if they remain loyal to the instant gratification of bingeing.
