OTT Beast of India
August 7, 2022
The popularity of online media has not occurred overnight or simply as a result of the Covid 19 pandemic. OTT, or Over-The-Top media platforms, are now almost the only way to discover new shows online. Since viewers can access these platforms on the move, OTT platforms have become so popular. Furthermore, OTT platforms also replace traditional entertainment venues such as cinema halls. OTT consumption in India has grown from 181 billion minutes in 2011 to 204 billion minutes in 2021, according to the estimated size of the market. The fact that OTT is taking over is not in dispute. As much as Netflix is the king of the west, Disney + Hotstar is the real beast in India, ● Disney+ Hotstar has 43 million subscribers, making it the largest OTT provider in India. Netflix has 5 million subscribers, and Amazon Prime has 17 million customers. ● Hotstar is the leading OTT provider, accounting for 29 per cent of total viewership. In 2020, the platform earned around 16 billion Indian rupees. ● 85 per cent of Indian customers will have access to the Internet by 2023. India will have tremendous growth in OTT subscribers by 2023. Currently, there are 350 million users, but it is expected to reach 500 million users soon. From Ramanand Sagar's Ramayana (1987) to Mirzapur (2021) there has been a substantial change in the quality and quantity of content that is consumed by viewers.