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Amazon, SonyLiv, MX Player, AltBalaji and Zee5 on what’s next for OTT in India With the pandemic leading to lots of pivoting in business models and content strategies, we catch up with some of India’s leading OTT players to find out how they fared in 2020, and ask what they’re planning next.
As part of The Drum’s deep dive into the future of TV, we take a look at the viewership trends that have emerged in India – one of the most populous markets of the world and home to a thriving entertainment industry.
2020 was a landmark year for streaming services in India. As audiences became acclimatized to the ideas of working from home and social distancing, there was significant growth in the watch-time and OTT consumption. But as well as being a year of opportunities, it was a year of challenges, with the lockdown causing production disruption. And yet most players are gung-ho over the growth potential for OTT in the country. Their excitement is backed by demand for high quality, cinematic value local original content, as well as increasing disposable incomes and a growing base of discerning customers looking for a world-class experience. So, what’s in store?
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