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The rise of OTT platforms in India has redefined the entertainment landscape and their impact is revolutionary. Entertainment takes many forms, from the tales of folklore to the phenomenal spectacles of modern cinema. Indians and their love for entertainment needs no description. Traditionally, we relied on television, radio, and theatres as our mediums of entertainment. The emergence of digital media introduced us to the rising OTT industry. Since the transition from Doordarshan to Direct-to-Home (D2H) to OTT platforms, the content consumption behaviour of Indians has undeniably evolved. Digital content consumption has risen rapidly due to the easy accessibility of smart devices and the wide array of content they provide.

What is OTT ?

OTT (Over-the-Top) refers to content providers that deliver media directly over the internet to users without the need for traditional cable or satellite TV.  Today, numerous OTT platforms in India provide an extensive range of content including movies, TV shows, and original series.
The rise of OTT platforms in India can be credited to their nature of providing tailored content to the users. Unlike traditional media, OTT delivers personalized content based on user preferences and viewing history.

Different OTT Platforms Available in India

Indians can now enjoy the dilemma of having a wide variety of OTT platforms to choose from, for streaming their favourite shows! Netflix, Amazon Prime Video, Disney+ Hotstar, ALTBalaji, Zee 5, Aha, Voot, SonyLIV, Viu etc are the prominent OTT providers. All these platforms differ in terms of subscription plans and compatible devices. 

The OTT Market in India

The OTT industry in India is rapidly growing. Presently, the immense surge in popularity of OTT platforms may pose a threat to the multiplexes. The ability of these platforms to produce critically acclaimed and culturally impactful original content has solidified their place in popular culture. The entertainment industry which had been previously dominated by Bollywood content has now diversified with the surge in popularity of regional cinema thanks to the rise and influence of OTT platforms. 

As of now, there are over 45 million OTT subscribers in India. This number is predicted to grow to 70 million by the end of 2024. The OTT market is expected to be worth ₹12,000 crore by 2024.

Future of OTT Platforms in India 

Media & entertainment is one of the fastest-growing industries in India. Considering the dynamic nature of the industry, it is also crucial to meet the changing consumer preferences and trends for the industry to flourish.

OTT platform consumption subsequently increased during the pandemic as people preferred to stay at home. The exceptional marketing strategies of these platforms helped them succeed in establishing a strong subscriber base. Displaying the unexplored cultural nuances in mainstream media through these platforms has also contributed to the unification of the Indian entertainment industry as a whole! 

As technology continues to evolve, we can expect OTT platforms to deliver innovative content and personalized experiences to users, thereby changing the way we consume entertainment.

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