The rise of OTT platforms in India.

OTT is a platform that has grown massive over the past few years and continues to do so today. People spend at least 40 minutes a day watching videos on this platform. The online video market in India is one of the fastest-growing markets today and it is estimated that by FY 2023 we will have nearly 500 million online video viewers. This would make it the second-largest market in the world after China. OTT platforms are contributing much of the growth. Did you know that in 2012 we only had 2 OTT platforms and today we have over 30 OTT platforms continuously delivering great content even as we speak? Just to name a few, we have Z5, Sony Live, Hotstar, Netflix, Amazon Prime, and a whole list of others that I’m sure you’re aware of. According to online reports, an average person in India now spends almost 70 minutes a day watching videos on these platforms with a session length of 40 minutes, 40 minutes is a massive amount of time. Well, to cut to the chase, less than 40 minutes is plenty of time for us brand marketers to build brands and their identities while tapping into those 40 minutes of our consumers’ lives. Even though OTT platforms are only for young people, not at all for the average person. Regional content is key on OTT platforms. The current trend is that around 64% of content on regional platforms is consumed in Hindi, followed by Tamil, English, Telugu, Kannada, Malayalam, and many other languages. Now let’s take a moment to reflect on the past decade. Do you think DTH cables are still available in every household? Or let me put it better. Do you think the number of DTH cables in every home has been reduced? Yes, they have. People have gone from DTH cables to Firesticks to Chromecast smart TVs, all because of OTT.