All through December 2024, Manifest is running its year-ender series in which advertising, marketing and media leaders will be sharing their thoughts on the biggest development of the year along with a manifestation for 2025.

We continue our series with Shresth Gupta, vice president – marketing (SVOD) global, Zee5. 

The biggest development in the advertising, media and marketing space according to you in 2024 was...

The biggest development in the advertising, media, and marketing space in 2024 has been the rise of hyper-personalised, immersive experiences, particularly through OTT platforms. With a majority of paid subscribers now preferring Connected TVs, campaigns like 'Zee5 TV Dekha Kya' are educating audiences on the convenience of large-screen, on-demand experiences, especially for co-viewing families. Additionally, the growth of regional content, especially in tier-2 and tier-3 cities, reflects the demand for localised storytelling, with Tamil, Telugu, Bengali, and Marathi content leading the way. These trends highlight how the integration of technology with storytelling is shaping the future of digital entertainment and marketing.

What is one thing you're manifesting for yourself and the industry in 2025?

In 2025, the OTT industry is expected to experience significant advancements, with a focus on AI-driven personalisation and content creation. These innovations will enable platforms to deliver uniquely tailored experiences, ensuring viewers engage with content that resonates with their preferences. The continued expansion of regional content will bring diverse, hyperlocal storytelling to global audiences. Additionally, features such as real-time translations, dubbing, and captioning will break language and accessibility barriers, making content more inclusive. Family-friendly entertainment will also be a key focus, appealing to a broader demographic, while bundling OTT services with telecom and digital offerings will provide consumers with more affordable, unified entertainment options. These trends will redefine how audiences engage with and experience content in 2025.