Title : Emergence and future of Over-the-top (OTT) video services in

India: an analytical research.

Study: 1 .

Authors: E. sundaraval, Elangovan.N

Citation: ( sudaravel E. and Elangovan N., 2020 Emergence and future of Over-the-top

(OTT) video services in

India: an analytical research) circumvent traditional media distribution channels such as

telecommunications networks or cable television .

Method: Over-the-Top (OTT) video platforms, once considered a luxury is today a

commodity. In India, there is an increasingly growing number of consumers adapting to it.

While Indian streaming services like Hotstar and Jio Cinema has gained a stronger foothold,

global players like Netflix and Amazon Prime have steadily grown their market share in

India. This paper explores the emergence, advantage, and future of streaming service in India

through an analytical research. We also present the various OTT services, their growth

factors, technology background, audience characteristics, content, censorship and future

developments expected in the industry.

Results and conclusion: Video streaming has become one of the most successful avenues in

the content consumption space in

India. Even the smaller OTT platforms are raising capital from international investors and

making a

significant impact on the market. Indian OTT service Hotstar leads the market at present.

Hotstar has

the highest penetration of non-paying OTT users. The Smartphone is the most common

device for OTT

video content consumption, and Xiaomi is the most famous Smartphone brand among OTT

users.

Keywords: OTT, services, growth factors, luxury.

Study: 2.

Title : José Ganuza, J. and Fernanda Viecens, M. (2014), "Over-the-top (OTT) content:

implications and best response strategies of traditional telecom operators. Evidence from

Latin America"

Author: Mayank sadana , dipasha sharma.

Citation: Sadana, M. and Sharma, D. (2021), José Ganuza, J. and Fernanda Viecens, M.

(2014), "Over-the-top (OTT) content: implications and best response strategies of traditional

telecom operators. Evidence from Latin America. "How over-the-top (OTT) platforms
engage young consumers over traditional pay television service? An analysis of changing

consumer preferences and gamification", Young Consumers, Vol. 22 No. 3, pp. 348-367.

Method: This paper aims to analyse how the top over-the-top (OTT) platform is becoming a

preferred source of entertainment amongst young consumers over traditional Pay TV service

(Cable TV/DTH) in India and what factors play a vital role in such preferences along with

gamification of content. The study follows the theoretical framework of use and gratifications

theory and Niche analysis.

Results & conclusion: The study establishes a conceptual framework of understanding the

preference of consumers, which triggers the shift from old media to new.

This research is original in nature and the findings of this study are valuable for online

streaming services, video-on-demand services, Cable TV operators and entertainment content

producers.

Keywords: online media, tv service.

Study : 3

Title : José Ganuza, J. and Fernanda Viecens, M. (2014), "Over-the-top (OTT) content:

implications and best response strategies of traditional telecom operators. Evidence from

Latin America"

Author: Juan jose , Maria fernanda viecens.

Citation: José Ganuza, J. and Fernanda Viecens, M. (2014), "José Ganuza, J. and Fernanda

Viecens, M. (2014), "Over-the-top (OTT) content: implications and best response strategies

of traditional telecom operators. Evidence from Latin America" Over-the-top (OTT) content:

implications and best response strategies of traditional telecom operators. Evidence from

Latin America".

Method: This paper aims to focus on the interplay between the market of contents and

telecom operators. Traditional telecom operators are vulnerable to the new markets and

services that appear as a consequence of accessibility to the Internet and, in particular, in the

face of over-the-top content as Netflix.

Results & conclusion : The technology that enabled bundling of services was the entry door

of telecom operators to the content market and that, nowadays, online TV may be their exit

door if they do not display innovative strategies to remain in this market.

Keywords : oTT’s , latine America.

Study:4

Title: A Study on Growth of Over the Top (OTT) Video Services in India.

Author: Tripti Kumari.

Citation: Tripti Kumari ,( A Study on Growth of Over the Top (OTT) Video Services in

India) OTT services.

Method: Over the Top services refer to movies and shows that are delivered directly to the

digital user without using any cable or satellite television. The US federal Communications
Commission defines OTT as an online deliverer of video content via internet (FCC, 2013).

Over the Top services market is a large market comprised of media and entertainment

industry, education and training industry, health and fitness, IT and telecom, e- commerce

and others. Media and entertainment industry has emerged as the most dominant industry in

Over the Top market due to increase in number of online video consumers.

Results & conclusion: Over the Top services technology is integration of internet services

and entertainment industry. Affordable internet connections have lead to an increase in

growth of OTT services all over India where as lack of technological awareness and content

openness stops viewers from shifting to OTT platforms. OTT industry is a self regulated

industry and there have been growing demand for its regulation by some government bodies.

Viewers find that the content is violent and too much of nudity is shown which is not suitable

for young generations. Overall the study reveals that the future of OTT services is bright in

India and viewers are willing to use such services in future.

Keywords: OTT services, India, entertainment, television.