Beginning of the value+ era

As COVID-19 enters endemic phase and in-person entertainment makes a comeback, OTT players must offer more value and personalized service to retain viewers

- PRABHU RAM

Through the course of the pandemic, India has been living, working and unwinding at home. In an everything-from-home context, Indian consumers have been binge-watching content – on an array of devices, including their smartphones and their TVs. India is currently the world’s fastest growing OTT market, and is anticipated to exceed USD3 billion over the course of the next five years.

Consumer insights from CyberMedia Research (CMR) point to an increased content consumption through the course of the pandemic. The lack of avenues for content consumption – whether it be cinema theatres or on TV, led people to explore and embrace OTT. In fact, our most recent CMR Consumer Snapshot Survey shows Netflix, Amazon PrimeVideo and Disney Hotstar+ being the top three preferred OTT platforms for consumers.