Hyderabad: India has been using massive amount of data, much of which is consumed as videos across YouTube, Netflix, Amazon Prime video, Zee5 and Voot.
Streaming services find themselves facing the challenge of reliability without running out of bandwidth, which ultimately leads to inordinate buffering.
Gourav Rakshit, COO, Viacom18 and head of Voot, said that this problem had to be addressed on a priority.
“The answer might not come from the OTT industry, but it is needed as data needs to be transmitted efficiently,” he said.
The current technology in video-on-demand is not conducive to simultaneous watching by people. He gave the example of two neighbours watching a web series on the same platform. It is inefficient that both of their devices, through located close to each other, are calling for the same data and cost the same amount of bandwidth.
“The volume of data will go up exponentially. As people start to consume TV content on their phone, there will be an issue. It needs to be solved soon,” he said....