Emergence of OTT
Emergence and future of Over-the-top (OTT) video services in India: an analytical research
Over-the-Top (OTT) video platforms, once considered a luxury is today a commodity. In India, there
is an increasingly growing number of consumers adapting to it. While Indian streaming services like
Hotstar and Jio Cinema has gained a stronger foothold, global players like Netflix and Amazon Prime
have steadily grown their market share in India. This paper explores the emergence, advantage, and
future of streaming service in India through an analytical research. We also present the various OTT
services, their growth factors, technology background, audience characteristics, content, censorship
and future developments expected in the industry.