Future of OTT in India

The future of OTT (over-the-top) in India looks bright, as more and more Indians are tuning to
streaming services to watch their favourite movies, TV shows, and web series. With the rise of high-
speed internet and smartphones, the OTT addressable market in India is expected to continue to grow
over the next decade.
One of the biggest trends that is expected to shape the future of OTT in India is the growth of regional
content. As the number of internet users in India continues to grow, streaming services are expected to
focus more on creating and acquiring regional content to appeal to a wider audience and tap into an
underpenetrated market. This could include movies, TV shows, and web series in languages like
Tamil, Telugu, Bengali and many more.
Another trend that is expected to shape the future of OTT in India is the increasing focus on original
programming. Streaming services like Netflix, Amazon Prime & Disney + Hotstar have already made
significant investments in creating original content like The Family Man, Sacred Games & Arya for
the Indian market. As a result, we can expect to see more and more Indian-made original content on
streaming platforms in the coming years. The use of Artificial Intelligence and Machine learning is
also expected to play a big role in shaping the future of OTT in India. Streaming platforms are already
using these technologies to personalize their content and to make their platforms more user-friendly.
In the future, we can expect to see more use of AI in recommendation systems, voice commands, and
other areas that will make the streaming experience even better.
On the other hand, the current economic downturn has forced leading OTT players to aggressively
pursue profitability and focus on their unit economics. One way that OTT services are focusing on
profitability is by increasing their subscriber base. By acquiring more subscribers, streaming services
can increase their revenue and offset the high costs associated with producing and acquiring content.
This can be done by expanding into new markets, offering more value-added services, or by lowering
prices. Another way that OTT services are focusing on profitability is by generating revenue through
other means. For example, Netflix has started to generate revenue through partnerships and licensing
agreements. The company has also started to sell merchandise and has even entered the production of
video games. Additionally, OTT services are also turning to advertising as a means of generating
revenue. While most streaming services do not show traditional advertisements, they are finding other
ways to include advertising in their platforms, such as product placement, branded content, and
sponsored segments.
In conclusion, the future of OTT in India looks bright, with the growth of high-speed internet and
smartphones, the increasing focus on regional and original content, the entry of new players in the
market, and the use of Artificial Intelligence and Machine Learning. But with investor funds drying
up around the world, will streaming platforms continue to invest heavily in content without equitable
returns?