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Indian OTT content market to touch $5 billion by 2023, says a BCG report

November 21, 2018

As per a report by Boston Consulting Group stated Indian over-the-top (OTT) content market is expected to reach $5 billion in size by 2023 driven by rising affluence, increase in penetration of data into rural markets among other factors.

The report based on a consumer survey showed that there is a room for many types of OTT models such as SVOD (subscription-based platforms), AVOD (advertising-based platforms) and TVOD (transaction-based platforms) to succeed in the market.

The report stated that Indian content including music, Bollywood content and cricket have large following in the Indian market, thereby creating an opportunity for OTT players with Indian content to tap into this market.

The report suggested that there is a lot that needs to be done before Indian OTT market achieves the same penetration and maturity as its western counterparts.

 
 

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