Analysis on OTT Platformsin India: Its Rise and Future

ABSTRACT

The internet or net as it is known today has become an essential part of our living experience. Most industries operations have been drastically altered by the internet. Because of the increasing use of the internet among the audience, the Indian entertainment sectorhas seen significant changes in its operations. Gone are the times when we had to wait a week to catch up on the latest episode of our favourite television series or look forward to blockbuster movies being shown on large screens. Consumers increasingly becoming well-versed in the new technology and the customization and personalization of products and streaming services this technology provides,are the reasons for the surge in the usage of OTT platforms--Platforms for online video content screening and streaming--and therefore preferring it over the traditional television/cable system. The future of these OTT platforms is even assuring as these online services are being made more accessible by the internet's availability.Also, with the introduction of Artificial Intelligence (AI), OTT platforms are able to optimize their delivery as they can learn about their customers preferences and hence give a user rice experience. This review paper will attempt to explore the rise of these OTT platforms, factors influencing their success, how Covid played an important role in its growth andtheir future.