Introduction

In the ten years or more since the internet boom, the nation's news media and general
entertainment sectors have seen a tremendous transformation. The entry and adoption of
OTT (Over-the-top) players have altered the way we consume content, and according to a
market study titled "Entertainment Goes Online" published by The Boston Consulting Group
(BCG), a reputable and reputable global marketing research firm, the OTT content market in
India is anticipated to reach $5 billion by 2023. In addition to other factors, the terrible
health epidemic COVID-19 has helped OTT players during the past six months. Other factors
have also contributed to this rapid expansion. The adoption of the internet in Tier I and Tier
II markets, acceptance of the content, and a diverse range of topics pertaining to women
and older generations are all factors that have contributed to this growth. Other factors
include rising household income, increased exposure to international trends, increased
incidence of leisure and business travel, and increased incidence of international travel. The
goal of this research study is to look at current OTT trends in India and gauge how they
might affect different client categories.

Understanding the fundamental connection between the social fabric of society and the
mass media is essential for understanding modern purchasing patterns and their effects.
There has always been a relationship between society and media like television, movies, and
advertising. Content has changed over time to suit modern interests in everything from
theatre to politics to sports, changing gender roles, innovative concepts, realistic issue-
based topics, and mainstreaming of parallel cinema. New era media have given the
consumer more freedom to choose, from strictly controlled TV and cinema censorship to
today's openly available OTT content. The BCG analysis finds potential for a variety of OTT
models to coexist in India and other countries. These business models include TVOD
(television on demand), AVOD (advertising-based platforms), and SVOD (subscription-based
platforms) (transaction-based platforms). However, let's first examine the development of
India's media and entertainment sectors.

Inquiry and artistic expression have long been important to India. Our civilization has
assigned different roles to singing, dancing, painting, and other handicrafts. Due to its rich
cultural legacy, which has warmed our hearts and surprised the world with its diversity,
Hindustan has served as a melting pot for a variety of art forms. As the centuries passed and
the Indus Valley Civilization gave way to the Harappan Civilization, the Mauryan Empire, the
Gupta Era, the period of political unrest, the Mughal Empire, the British Raj, and the Modern
Indian Republic, a wide variety of artistic styles from around the world had an impact on our
culture. Our affluence and interest in entertainment and its many forms have only increased
and taken on a finer quality. When the British were in charge of India, mass media
techniques were used as a tool to spread knowledge, incite revolt, discuss our rights, and
maintain the momentum of the Indian liberation fight.

A restricted group of powerful people, typically royalty, had the opportunity of enjoying
entertainment. The main sources of entertainment would be live dance performances,
sporting events (both indoor and outdoor), exhibitions of the arts in the form of paintings,
and other sorts of fun. But as time went on and our economic circumstances improved, the
media and entertainment industry grew and expanded to encompass a wide range of
genres, including news, entertainment, sports, and more. Television, print, and film are just
a few of the several parts that make up the media and entertainment industry in India.
There are adverts for radio, music, out-of-home media, video games, animation, visual
effects (VEX), and web media. However, for the sake of this study, we will be discussing the
current Indian Republic time after 1947, and in order to keep the discourse more modern
and focused on TV consumption, we will explore nuances from a post-liberalization
viewpoint.

OTT has emerged as the new fad, however some people might find it hard to comprehend
that OTT services in India have been around for more than a decade. Reliance
Entertainment launched the country's first OTT portal in 2008 5 Following that, India got its
first OTT mobile app, nexGTv, which offered access to both live TV and on-demand content,
including live-streaming of one of the most well-liked sporting events, the Indian Premier
League, which was contested in 2013–14. The popularity of the medium increased when big
brands like Zee and Sony joined the market with Sony Liv and Ditto TV (Zee). Later, Ditto TV
began to compile shows from networks like Star, Sony, Viacom, Zee, and others, which led
to a wider uptake of the platform. Currently, there are more than 40 OTT service providers
operating in India, including well-known domestic and foreign brands like Netflix, Amazon
Prime, Disney+ Hotstar, Zee5, and Eros Now. According to Price Waterhouse Coopers Global
Entertainment and Media Outlook 2019–23, the over-the-top (OTT) market would grow at a
21.8 percent CAGR from Rs. 4,464 crores in 2018 to Rs. 11,976 crores in 2023. By 2021, the
market would reach Rs 24 billion, predicts the FICCI-EY Report 2019. 6