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Prime, JioStar ads to hit smaller OTTs
Mint Mumbai
|November 20, 2024
With Amazon Prime Video's and merged JioStar's dominance, small regional language OTTs' bargaining power will be hit
The advertising ecosystem in India is likely to see some overhaul with Amazon Prime Video set to launch an ad-supported tier and the merged JioStar entity dominating the market and commanding premium rates.
Industry experts said while monetization could be tough with the digital ad market yet to pay dividends and no one player hosting premium content across genres, smaller and regional language OTTs will be at a disadvantage as far as bargaining power goes.
This story is from the November 20, 2024 edition of Mint Mumbai.
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