TREND OF OTT PLATFORMS IN INDIA
DOI:
https://doi.org/10.29121/shodhkosh.v5.i1.2024.1925Keywords:
Content, Entertainment, India, OTT, Policy, RegulationsAbstract [English]
In the digital media world OTT is the most buzz word talked about among the younger generations in India.OTT which is known as Over-the-Top video platforms, that were considered as one of the luxury product but now it is considered a day to day commodity. There was a period when the entire family would sit together in the evening to watch the traditional shows and daily soaps on television for example Ramayana, Mahabharata, Kyunki Saas Bhi Kabhi Bahu Thi, etc. The Indian consumers are adapting themselves towards the OTT platforms and the numbers of consumers are increasing day by day. The Indian OTT streaming service providers like Hotstar that is now known as Disney + Hotstar and Jio Cinema extremely gained a stronger hold of market share in OTT industry but global players known as Netflix and Amazon Prime also steadily made their market share in OTT industry in India. This research explores the advantage and disadvantages, the future of OTT platforms in India. This research study also focuses on the various OTT service providers, the growth factors, OTT technology background, Indian audience characteristics, content showed and viewed, the censorship segment and future developments in the OTT industry in India.
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https://www.ibef.org/news/indias-online-video-market-to-touch-us-4-billion-by-2025
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Copyright (c) 2024 Nawaz Ali Hamdulay, Dr. Sandeep J Ponde
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