INTRODUCTION

The digitization of technology has played a significant role in the global success of enterprises.
In the last several decades, the entertainment and media business has experienced unprecedented
expansion.
Consumers are no longer reliant on television sets for entertainment. On OTT services, a new era
of binge viewing is gaining traction.
Over-the-top, or OTT, is the preferred option for the majority of media and entertainment
customers. The adoption of smart phones, computers, tablets, and low-cost internet packages are
all driving factors in the shift to OTT channels.
Due to Covid 19's Lockdown, the number of paying customers in India's OTT industry increased
by 30%, from 22.2 million to 29.0 million, between March and July 2020.
According to a recent research, most Indian consumers prefer to watch regional language
material on OTT platforms, particularly in Hindi. In April–July 2020, Hindi language
programming accounted for more than half of all streaming.
In July 2020, the top five metro cities accounted for 46 percent of all OTT video platform users,
with Tier I cities accounting for another 35 percent.
In the video, music, podcast, and audio streaming categories, India now has 95 OTT services.
Since early March 2020, the average time spent by Indian consumers on OTT platforms has
climbed by 30-60%.
OTT streaming services like Disney+, Hotstar, ZEE5, Netflix, and Amazon Prime Video, as
well as local players like BIGFlix, Alt Balaji, Voot, Spuul, Eros Now, SonyLIV, Sun NXT,
Hoichoi, Ullu, and MXPlayer, have changed the way Indians watch content.
The Indian consumer is rapidly consuming material on digital channels, in line with worldwide
trends. This pattern may be seen in many types of information, such as news (written), music
(audio), and video.
Online content consumption in India increased by 35% in April 2020 compared to January 2020,
according to Redseer. Shortform video content consumption increased the greatest during the
lockout, according to the report.
According to a survey by the Boston Consulting Group (BCG) and the CII, India's average
digital video consumption has increased by 2X in the previous two years. According to the
survey, the average time spent watching videos by Indians has climbed from 11 minutes to 24
minutes per day (as of November 2019).
The major drivers of this trend include increasing internet penetration and mobile device
proliferation, as well as the convenience of consuming information at any time and from any
location.
 Due to the growing number of smart phone users, higher proliferation of smart devices, cheaper
internet plans, consumer preference for good quality content, increasing urban population, and
rising innovation in OTT platforms in the country's OTT video services market, the Indian OTT
video services market is expected to grow at an aggressive CAGR of more than 30% between
2021 and 2025.
Other factors contributing to the growth of the OTT video services market in India include rising
disposable income and rising demand for OTT video services from the young population.
Furthermore, changing consumer lifestyles and COVID-19 regulations are projected to enhance
India's OTT Video Services industry.
On average, an Indian user spends close to 11 hours on OTT platforms watching video content,
which is around three times more than what people watch internationally.
This demonstrates that Indian internet users mostly watch video material. Furthermore, during
the COVID-19 Pandemic, the number of people who subscribe to an OTT platform surged by an
astounding 70%.
Because the epidemic has restricted even Millennials to their homes, there is a desire for
diversified and high-quality entertainment. Movie studios with high-profile pictures are
pounding on the doors of OTT behemoths to have their films released
Because even companies are turning virtual, OTT streaming is the only way to reach clients, and
content formats and distributors are being re-structured.
The popularity of OTT platforms has grown in response to a continuous growth in disposable
income and a growing desire among the youthful population for more simplified video offerings.
Other reasons that contribute to the growth of the OTT industry include technological
improvements, globalisation, consumer lifestyles, and generational shifts.
The epidemic has now become the frosting on the OTT cake, promoting its popularity in every
family.
With more businesses trying to go digital and more small filmmakers looking for the perfect
OTT platform to premiere their films, the OTT market is becoming increasingly competitive.
TYPES OF OTT MODELS
OTT is divided into mainly three heads or three types which are AVOD (advertising
video on demand ) , SVOD( subscription video on demand ) and TVOD ( transactional
video on demand
 Advertising video on demand
This model of OTT is responsible for generating the revenue with advertisements
on the website or the application
The consumers can watch or stream the content or the videos for free
The OTT platform charge a fee to the advertisers for the commercial ad breaks
during the viewing of their content
Advertisements can be in the form of sponsored content or video ads etc
AVOD main advantage is that there is no entry fees or barriers of entry for a new
viewer
They can use the service without paying and this leads to a rapid growth in their
user base. If the service provider is having an expertise for a specific group, it
may charge higher rates from the advertisers
The disadvantages are that AVOD needs to turn in a substantial audience for its
videos before it starts earning a profit as they make less money per viewer
Also the amount of ads should be regulated lest the users might run away

 Subscription video on demand

In this model of OTT , the service provider will charge a specific fixed fee for the
access to the video streaming platforms
Paying members shall get unlimited access to the platform and will be able to
stream the videos for as much time as they want
SVOD is a favorite of the customer as the videos can be viewed on any device
mobile , television, laptops, tablets as the customer may wish and at any time
without interfernces of advertisements, all the customer needs is a sound interner
connection
The cons are that there is a barrier to entry that is you have to pay to access the
videos
All classes of customers may not be able to pay for the service and hence growth
can be a little slow

 Transaction video on demand

In this model of OTT, the customers have to buy or rent a video one at a time
It is the most straightforward of the OTT and with less complications
It follows a pay per view system
This is a great platform if you are only looking for a less number of videos or
don’t have enough to launch a full scale platform or a particular event The
disadvantages includes that the business does not have a constant source of
revenue and depends on the consumers regularity
MAJOR OTT PLAYERS IN INDIA
India has a large number of OTT service providers in the country including foreign companies
as well as certain indian platforms
The major contributors to the OTT market in india are
1. Disney + hotstar
Perhaps the largest OTT platform in india with a whooping customer base of 43.7
million paid viewers as of October 2021, Disney plus hotstar has captured the OTT
market in india. Originally owned by star sports it was taken over by Disney and since
then there was no looking back for the platform
It has a vast catalogue of videos offered including blockbuster Hollywood Marvel and
star wars movies. It showcases productions of HBO such as game of thrones and modern
family It has a variety of hindi movies as well. The main attraction is the sports facility
offered where once can watch live cricket and football matches. The evergrowing IPL
can be streamed on Disney plus hotstar

2. Netflix
It is an American over the top platform which has an exceptional catalogue offering a
wide collection of award winning tv shows such as breaking bad , peaky blinders, sacred
games and many more. They currently have reduced their subscription price to 199 a
month from 499 a month so as to reach a wider customer base
It is an elite streaming platform and probably the most expensive one

3. Amazon prime video

Amazon prime membership is free if you are a prime member of Amazons e-commerce
site . this unlocks a great benefit to users as they can view this brilliant OTT platform .
If you are not a member, worry not as membership comes for only 999 a year. This
unlocks you to a world containing shows such as paatal lok, inside edge, and mirzapur
It has a collection of English shows and movies as well. It recently acquired the rights to
MGM Cinema and hence the iconic james bond 007 movies can also be viewed on the
platform

4. Sony liv
This is a homegrown OTT platform which is owned by the sony entertainment group
Sony is every households go to platform as it has everybodys favourite serials such as
taarak Mehta ka oolta chashmah and CID and kaun banega crorepati
Along with these hindi serials it has brought out its on superhit short shows such as
SCAM 1992. Sony liv also offers sports options where one can watch the Ashes and
UEFA Champions League with ease. It currently comes at a cost of 199 a month
5. Zee5
This is also an indian OTT platform that is owned by the Essel group
It offers a great mix of channels and programmes and comes in 12 languages
Services start at a meagre 99 a month
Currently there was a huge boost in the viewership due to release of Salman Khan’s
movie Radhe on this platform

6. Other major OTT platforms in india include Voot, MXplayer, Alt balaji and Jio cinema