By Ananay Jain and Tanisha Khurana
Over-the-top (OTT) streaming has been rapidly evolving due to increased technological advancements and changing user preferences, the rise of family-centric content being the most eminent one. The pressure to regulate content to limit obscenity and explicit material has been instrumental in driving this. Family-centric content is also preferred by advertisers due to its less controversial nature and is supported by a growing demand of audiences that prefer sharing their screen time.
In this era dominated by personalised and solitary media consumption, a pivot towards shared experiences has become more pronounced. OTT streaming services are capitalising on changing consumption patterns, where collective experiences reign supreme. They are concerted efforts to create content with a broader audience appeal.
While how we perceive content might vary, the pulse of family-centric content drives emotions and creates a magical connection with its audiences. A movie, show, or event that can be viewed by the whole family provides something of interest to each family member across generations and serves as a fun leisure activity that brings the family together.
OTT streaming services are now developing strategies to curate and market content that appeals to a diverse audience and a wider age demographic. There is a renewed focus on promoting content that bridges the generational divide. This is also an attempt to make and tell stories that audiences across the globe can relate to. OTT platforms are now being watched globally, leading to a significant increase in the global audience for films & TV shows. While competition is fierce, family-centric content that is both unique and relatable can have a huge impact on viewership, customer retention rates and more.
In 1998, Elon Musk boldly predicted how the internet would revolutionise traditional media. On being asked about the internet’s potential, he responded by saying that the internet is the superset of all media. It is the fuel and the end-all of media. He predicted that eventually, we would see print, broadcast, radio and others falling into the internet. Considering that the Internet now dominates how we consume content, his prediction stood the test of time and has been realised. OTT platforms now serve as internet-based alternatives to traditional television and movies, eliminating the need to step out or buy specialised hardware to consume content. A simple smartphone with an internet connection is enough to consume content from anywhere in the world.
Post-pandemic habits driving demand
The COVID-19 pandemic led to the digitalisation and democratisation of content and changed consumption patterns that largely impacted the media and entertainment industry. As lockdowns confined families to their homes, shared moments of screen time became a key way for families to bond. As a result, a growing demand for family-centric content that can be enjoyed by audiences of all ages persisted. Even post-pandemic, OTT platforms are continuing to invest in a new era of multi-generational storytelling.
OTT platforms are devising strategies to tap into this sustained shift by curating libraries with titles for every age group. The aim is not only to expand their audience base but also to maintain lasting brand loyalty. Compelling narratives like Encanto or Turning Red have become global sensations, and cater to broad, intergenerational audiences.
Family-centric content and long-term subscriber loyalty
Creating family-friendly content has the potential to result in long-term subscriber loyalty ensuring a low churn rate. Unlike individual viewers, families tend to commit to platforms that offer age-appropriate and diverse content for all family members. OTT players are cashing into this by tuning their streaming services to reach a wider set of viewers and maintain a more stable and engaged subscriber base.
Platforms like Disney+ and Hotstar are using this approach to provide a vast array of offerings including, movies like The Jungle Book, cricket tournaments, and shows like Chhota Bheem, that deliver a mix of entertainment, nostalgia, and educational content for children, along with sports and movies for adults. This comprehensive mix ensures that family members find value in their service, driving sustained subscription renewals. This further makes OTT platforms the most versatile and convenient choice of entertainment for both adults and children.
Most importantly, family plans are known to enhance the profitability of their platforms by encouraging multiple users under one account, thus increasing the lifetime value of each subscriber. Since families rely on OTT services for shared content, they are less likely to cancel, ensuring a steady and predictable revenue stream. By prioritising family-centric content, platforms not only meet rising demand but also guarantee long-term growth, reduced churn, subscriber retention and consistent revenue.
Unlocking ancillary revenue streams
Additional monetisation potential can be unlocked by going beyond subscription. Areas like merchandising, spin-offs, and live events can result in a higher shelf life for characters and icons.
Iconic characters from family films and series, like those in Toy Story, Frozen, and Chhota Bheem, have been converted into successful branded products like toys, apparel, goods, and stationery. This not only generates significant revenue but also strengthens brand value and loyalty.
Successful family franchises can also fuel the creation of spin-offs and sequels. Disney’s success with Frozen 2 and the Toy Story spinoff Lightyear showcases how popular franchises can continue to expand into new narratives, keeping engagement high and boosting subscriber retention.
Live events and experiences are also other ways to create lifetime value. Family-friendly franchises are prime candidates for theme park attractions, concerts, and live shows. Disney+ has maximised this with events like Disney On Ice and The Lion King Broadway show. This not only drives ticket sales but also generates further exposure and merchandising opportunities.
Global market penetration
Universal themes in family-centric content enable platforms to expand into international markets. Themes with shared values like love, unity, and generational connections are foundational values of family life that can minimise language barriers and bridge cultural gaps.
Disney’s The Incredibles, which centres on family love and resilience, resonates with viewers across geographies. Netflix’s hit show, The Crown, narrates the story of the British royal family, blending universal themes like duty, legacy, power, and the struggle between traditionalism and modernity. While the family portrayed can differ across cultures, plots and themes are what create universal relatability. Successful platforms often work on localising content to fit regional nuances.
Another fine example is India’s Dangal, a father-daughter story deeply rooted in Indian culture that has found international success due to its universal themes of sacrifice and personal growth.
Shows like Modern Family have successfully reached an international audience due to their portrayal of diverse family structures, including same-sex couples and blended families.
Technological enhancements elevate the family viewing experience
Technology has been the transformational force behind the changing viewing experiences, which have been optimised for higher user satisfaction and retention. OTT platforms allow the creation of multi-user profiles through a single subscription, enabling parents to set up individual profiles for children, teenagers, and adults, ensuring that everyone in the family has a tailored content experience. The multiple profile feature on Netflix for example, allows each profile to receive tailored recommendations based on their viewing habits and preferences, creating a more personalised experience for each family member, while also preventing content mix-ups – a relevant feature for households with varied viewing preferences.
Such features have also created a sense of safety for parents – integrated advanced parental control tools on platforms like Netflix, Disney+, and YouTube Kids let parents set age restrictions, block inappropriate content, and create kid-friendly profiles with limited access. This ensures that children are only able to view age-appropriate content, while still providing access to a range of educational and entertainment material.
Accessible regional content is improving the overall family viewing experiences. Streaming platforms are not only using advanced algorithms to tailor content to specific regional preferences and languages but also localising content with subtitles, dubbing, and region-specific titles, to ensure that families have access to shows and movies in their native languages.
Another enhancement includes the ability to stream content seamlessly across multiple platforms. This convenience, powered by cloud technology, ensures that users are not limited to devices or location. Families who began watching a movie on the smart TV in the living room can take a pause and view it later using a different device, like a tablet or smartphone, allowing for flexible viewing habits.
Challenges in creating family-centric content
Producing high-quality family-friendly content comes with its own set of challenges. Creating balanced narratives requires skilled writing and execution capabilities.
India’s rich cultural tapestry, especially known for being one of the most linguistically diverse countries, with over 121 languages spoken, poses major roadblocks. Platforms must thoughtfully navigate and reflect this diversity by creating content that responds well to regional sensibilities and parental expectations. Merging creative pursuits with technology is the way forward. India currently poses a significant challenge of producing high-quality family-centric content that meets international standards. This can be mitigated by creating more Intellectual Properties (IPs), supporting the growing needs of the Animation, Visual Effects, Gaming and Comics (AVGC) industry and endeavouring to improve our creative economy.
Redefining togetherness in the streaming era
Family-centric content has evolved from being a niche on OTT platforms to being the cornerstone of growth strategies for such service providers. To cater to the growing need of audiences for shared experiences while keeping the personalised experience intact, inclusivity, universal themes, and high-quality storytelling are key priorities for streaming services. There is a renewed focus on uniting viewers across generations, redefining the role of OTT platforms in today’s household – ensuring that the family that streams together, stays together.
The authors are director, governance, Risk and Operations, and manager and Media Industry business partner, Grant Thornton Bharat. Views expressed are personal and not necessarily those of financialexpress.com.