OTT have a great impact and have strategic implications which have changed the dynamics of the video streaming industry especially the OTT services in India. The OTT services have powered the 3rd era of television where the video streaming platform has advanced by adapting formats, enhancing content delivery over networks, seamlessly connected devices and monetization technology. This advent has brought IP video closer to the consumer as well as to businesses.
The increasing penetration of the internet and mobile devices has conveniently spread the mantra of 'anything, anytime, anywhere' which has turned up as the success key for driving the future of OTT services in India.
This fairly bright future is observed across all genres of content i.e text, music or video. With improved cellular networks, access to the internet has improved which has made the digital ecosystem even more capable of getting the content consumed also the total spend of mobile and entertainment has exponentially increased because India is approximately adding 40 million new internet users every year.
