A Comparative Study on the OTT Platforms Market in India and Other Countries

Abstract

Over-the-top (OTT) platforms refer to streaming services that deliver video content directly to viewers over the internet, bypassing traditional cable, broadcast, and satellite television platforms. The rise of OTT platforms in India has been a game-changer in the entertainment sector, transforming the way content is consumed. With the rapid Increase in internet penetration and smartphones usage, India has become one of the fastest-growing OTT markets in the world. Studying OTT video platforms and their market in the Indian entertainment industry and globally is crucial for understanding these transformations and addressing the challenges that accompany them. The research objectives of the paper are to find out the market size and growth potential of OTT platforms in India and other countries; Map out the key players of OTT platforms the Indian and global market; and find out the nature of regulatory environment and consumer preferences in the Indian and global market. The research method used is descriptive analysis of the available secondary data for comparison between different countries. On the basis of the available data a comparative analysis is done. The key findings states that OTT market is currently booming and the local content dominates the regional market. The regulatory framework of the selected four countries differs and is astringent in China. This paper explores the necessity of this study and delves into the associated challenges.