The market for over-the-top (OTT) content, which is video content that is delivered over the Internet as an alternative to traditional media, will reach $5 billion in India by 2023, from $0.5 billion in 2018, according to a new report today.
“Majority of India has a single TV per household. Affordable data has created an alternate medium where consumers, for the first time, can tap into content based on individual preference at a time and space convenient for them,” said Kanchan Samtani, Partner and Director, The Boston Consulting Group.
The report tilted “Entertainment Goes Online” is based on a consumer survey designed to understand consumers’ motivations in adopting OTT content over other conventional modes of content delivery.
