OTT Platform Meaning | How does it work? Evolution of OTTP in India|



An over-the-top (OTT) media service is providing video content such as movies, short films, series, and other such content directly to the customer, without depending on the traditional method of broadcasting, satellite, and distribution. It's going to be completely internet-based service, wherein it bypass cable, broadcast, and satellite television platforms.

Over-the-top services are typically accessed via websites on personal computers, as well as via apps on mobile devices (such as smartphones and tablets), digital media players (including video game consoles), or televisions with integrated Smart TV platforms.


Evolution of OTTP in India:

Back in 2008, Reliance Entertainment has launched the OTT is BIGFlix in India. Later in 2010, Digivive launched nexGTv providing Live Tv and on-demand content to the viewers. After that in 2013, Zee entertainment and Sony both started their video content through OTTP such as Zee TV and Sony Liv respectively. 

There are many OTT platforms are available in India currently,

Hotstar:

Hotstar is the most subscribed OTTP in India, Owned by Star India. Currently, it has more the 300mn subscribers as of 2020, also started producing Hotstar specials original content for their own.  As India's most loved IPL also streaming through Hotstar.

Netflix:

American streaming service Netflix entered India in January 2016. Actually, Netflix doesn't own the original content of its own. It has high watch time of more than 120mins, with lower packages. Netflix is operating internationally and booming in the Indian Market

Amazon Prime:

Owned by Amazon, another popular OTT site which offers regional content in India. Viewers can find the regional content of all major languages in India. because of COVID, many regional movie makers releasing their movies through Amazon Prime.

Other OTT:

Other than these, Sony Liv, Voot, Zee Tv, etc are the most common platforms popularly used by Indian consumers. they have their original content to be stream live and play on demand.

There are currently about 40 providers of over–the–top media services (OTT) in India, which distribute streaming media over the Internet. In the fiscal year 2018, the OTT market in India was worth ₹2,150 crores (₹21.5 billion, US$303 million as of 2018), and its value grew to ₹35 billion in 2019.