The Indian OTT Streaming Market - changing times and growth.

What is OTT

An over-the-top (OTT) media service is a streaming media service offered directly to viewers via the Internet.

OTT bypasses cable and satellite television platforms, the companies that traditionally act as a controller or distributor of such content.

Changing trends

Over the past few years a chunk of the digitally savvy audience has shifted to watching entertainment, recreation and news on the internet. 

This has resulted in the entry of many players providing such content.  These players are international as well as local paving the way for a healthy competition. 

Growth Market

OTT streaming is catching up very fast.  In the developed world it has caught up by a storm.  The fast changing consumer habits have paved the way for a higher no of people now watching their favourite shows on the internet as against the traditional TV. 

This is because on the internet one is not bound by the specific time at which a particular programme is going to the shown or "aired". 

The internet based content can be viewed at one's convenience. 

A large number of households in the US are hooked to watching their favourite content on the internet. 

The Indian Market - expected to boom.

In many countries due to the Wuhan CoronaVirus crisis - there has been a growing shift towards OTT platforms - giving streaming another boost. 

The trend in India is no different.  The foreign media - international brands have gained market share as Indians watch more and more content on the internet.

The entry of telecom players like Reliance Jio and Airtel have intensified the battle. With most of the people working from home, OTT platforms have observed on an average 15% rise in consumption of both audio and video. 

This is further aided by the fact that the cost of internet usage in India - is one of the lowest in the world.

As this trend catches on, one would see OTT majors like Netflix, Amazon Prime and many others becoming a "household name".

(Disclaimer : This blog is for information purposes only)