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OTT platforms gain ground in India, but YouTube's reign endures
Mint Mumbai
|April 25, 2025
YouTube continues to dominate India's online video market.
Despite a proliferation of premium streaming services, the Google-owned platform commanded a staggering 92% of all video consumption in 2024, leaving subscription and ad-supported rivals to jostle for the rest, according to the latest Ficci-EY report.
Industry experts say user-generated content is now easier to create, thanks, of course, to the availability of cheap data and smartphones. As a result, creators have mushroomed across the tiniest of Indian towns, producing content and sharing on YouTube.
By contrast, streaming platforms spend a lot of money and time to create content, only to be pegged back by their limited reach and viewership, hurting their monetization potential.
Dit verhaal komt uit de April 25, 2025-editie van Mint Mumbai.
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