Emergence and future of Over-the-top (OTT) video services in India: an analytical research

E. Sundaravel, N. Elangovan
2020 International Journal of Business Management and Social Research  
Over-the-Top (OTT) video platforms, once considered a luxury is today a commodity. In India, there is an increasingly growing number of consumers adapting to it. While Indian streaming services like Hotstar and Jio Cinema has gained a stronger foothold, global players like Netflix and Amazon Prime have steadily grown their market share in India. This paper explores the emergence, advantage, and future of streaming service in India through an analytical research. We also present the various OTT
more » ... ervices, their growth factors, technology background, audience characteristics, content, censorship and future developments expected in the industry.
doi:10.18801/ijbmsr.080220.50 fatcat:zv73ufaayjdc5j5fori5xkiyy4