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EMERGENCE OF OTT PLATFORMS IN INDIA
According to ott platform , OTT platforms' revenue is expected to grow by 177% from the year 2017 to 2022. With this many of the media houses and content companies are moving towards streaming of web series to get the viewers’ attention.

India has more than half a billion active internet users and is expected to grow at a rapid pace in near future. The government of India has also started the Digital India Initiative, which can get users enabled to use the internet even in the remote villages. This has increased the potential in India’s OTT platform industry.

In the recent past, we can see that many web series are being released on the OTT platforms and viewers are beginning to love them, and also, they started to watch movies online. Our country’s culture and viewers also play a major role, who value original and quality content giving the way for new media houses to release their web series on these OTT platforms.

India has always been a market where demand for payment for TV service has been more. However, the competition between the local cable operators and changing digitalization policies has allowed the OTT platforms to enter into a huge potential market. However, in today’s time with an increase in demand to watch movies online and web series, lower internet rates, and feasibility of OTT platforms for streaming even in Smartphones, it will be interesting to see how the competition lines up between the OTT platforms, Television and The Cinema Theatres.

OTT platforms are definitely one of the fastest-growing industry and all the factors being favorable, India is becoming an entertainment destination among the internet users, with huge competition among the price and also commoditization of data. OTT platforms are paving a way to the users from traditional media to digital media and can expect an increasing trend in India. With more web series getting released by more and more media houses on the OTT platforms, users can expect a fun-filled future in front of them.

As watching movies online and web series is more feasible to watch on the Smart Phones, with almost half a billion SmartPhone users in India, it has become one of the fastest-growing markets in the world for OTT platforms and we can see many international OTT platforms have launched in India due to this. At the time of this pandemic, we have seen many of the users have moved towards binge-watching on these OTT platforms and many movies also were released on the OTT platforms has also given a rise in the demand during the Covid-19 for OTT platforms in India.

Major OTT platforms provide their content for free with ad-based support and few on ad-free based with a charged subscription for the users, international OTT platforms like Netflix offers only charged subscription-based content. So, time will only tell how the competition between the OTT platforms is shaping up and it is going to be very exciting for all us to wait and watch..!!
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