Recent Trends of OTT Industry in India and Its Implications

Abstract

The Over-The-Top (OTT) sector in India has undergone rapid and significant expansion in recent years, fundamentally transforming the media environment. The present study investigates the primary trends that are influencing the over-the-top (OTT) market. These trends encompass changes in patterns of content consumption, developments in technology, and the evolution of business models. This analysis explores the ramifications of the COVID-19 epidemic, which expedited the acceptance of over-the-top (OTT) platforms and investigates the growing need for regional and localized content. In addition, the report examines the regulatory and policy obstacles encountered by the industry, as well as potential avenues for further expansion. The research elucidates effective techniques and market approaches by examining case studies of prominent and local over-the-top (OTT) platforms. This comprehensive analysis offers valuable insights into the dynamic nature of the over-the-top (OTT) industry in India. It examines the consequences for stakeholders and projects the future trajectory of this rapidly growing sector.