According to research, 75% of content will be consumed on OTT (Over-The-Top) platforms in 2021. The major driver of this growth will be regional content.
OTT apps’ surge has made entertainment an activity where people spend most of their mobile data on. On-demand video platforms have crossed 100mn+ users in India with Hotstar leading the pack.
Regional content consumption is huge on OTT platforms, as Tier 2 and 3 cities drive the maximum user growth. Mobile is the new primetime, as people who don’t watch TV catch their favorite genres of entertainment on their mobile devices, especially sports. OTT music now contains 72% revenues of the overall Indian music industry.