corporate law
India’s entertainment sector has undergone a significant transformation due to the rise of Over-The-Top (OTT) platforms. With over 500 million active users and an anticipated market size of $4.08 billion by 2024, OTT platforms have emerged as a leading medium for digital content consumption. From captivating web series to popular films and regional treasures, OTT has become the primary source of entertainment nationwide.
OTT platforms excel in catering to India’s diverse cultural landscape. Regional language content accounts for approximately 70–75% of total OTT consumption. From Tamil thrillers and Bengali dramas to Hindi blockbusters, there is a vast array of options available to viewers.
Thanks to affordable data plans and widespread smartphone usage, over 500 million Indians can access on-demand content anytime and anywhere.
The growth of ad-supported video on demand (AVoD) allows a broader audience to access content, while subscription-based models (SVoD) offer premium ad-free experiences to those willing to pay.
OTT platforms are heavily investing in original Indian series and films, fostering new talent and narratives that traditional television has often overlooked.
The surge in OTT content production has generated thousands of jobs across writing, acting, technology, and marketing sectors.
The OTT market in India is projected to exceed $10 billion by the end of 2024, with YouTube capturing nearly 38% of all digital media revenue.
From highly personalized user recommendations to AI-powered analytics, OTT platforms are at the forefront of digital business innovation in India.
OTT provides a more economical alternative for businesses to distribute content and advertise compared to traditional television.
Real-time user analytics enable brands to reach their target audience efficiently with tailored content at optimal times.
Brands can develop specific content to resonate with diverse demographic segments, including Gen Z and regional groups.
OTT platforms extend into smaller cities and rural regions, thus unlocking new markets for brands and content creators.
The Ministry of Information & Broadcasting is taking steps to regulate OTT platforms under the Broadcasting Services Regulation Bill, which will introduce new rules and accountability standards for content.
In 2024, 18 OTT platforms faced bans due to obscene or pornographic content, highlighting the need for stricter enforcement and compliance.
With upwards of 50 OTT platforms competing in the market, only a few have achieved profitability, leading many to recalibrate their business strategies to support sustainable growth.
OTT penetration is projected to reach 42% by 2029, with an estimated 634 million users.
Platforms are increasingly leveraging artificial intelligence to enhance user recommendations and overall experience.
With the growth of voice search, optimizing content for various languages and conversational keywords is essential for expanding audience reach.
YouTube stands as the leading OTT platform in India, followed by JioCinema (JioHotstar), Amazon Prime Video, and Netflix.
Artificial intelligence, voice search, and multilingual content are redefining the future of OTT in India.