{"id":11407,"date":"2021-08-27T00:55:25","date_gmt":"2021-08-26T19:25:25","guid":{"rendered":"http:\/\/medialit.in\/thevoices\/?p=11407"},"modified":"2021-08-27T10:45:57","modified_gmt":"2021-08-27T05:15:57","slug":"ott-phenomenon-in-india","status":"publish","type":"post","link":"https:\/\/medialit.in\/thevoices\/ott-phenomenon-in-india\/","title":{"rendered":"The upsurge of the OTT phenomenon in India"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"11407\" class=\"elementor elementor-11407\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2b13cac6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2b13cac6\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3b16ddad\" data-id=\"3b16ddad\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2b92d5e0 elementor-widget elementor-widget-text-editor\" data-id=\"2b92d5e0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<!-- \/wp:image --><!-- wp:paragraph --><!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>The OTT platform or Over the Top platform refers to a platform or an online video library where anyone can access various audio-visual content via internet without using satellite broadcasting.<\/p>\n<p>A recent report titled \u201c<em>Global Entertainment and Media Outlook 2020-2024\u201d<\/em> by <span id=\"dscexpitem_-879450980_42\" data-translation=\"\"><span id=\"infoc_41\" data-translation=\"\">PricewaterhouseCoopers (PcW) a multinational professional services network of firms in 155 countries delivering assurance, advisory and tax services<\/span><\/span> states: &#8220;India holds the most potential of any market in the world and its breakneck rate of growth will see total OTT video revenue overtake South Korea, Germany and Australia to jump to be the sixth-largest market in 2024&#8221;.<\/p>\n<div class=\"dpe-component-wrapper quote-component \">\n<blockquote>\n<p class=\"h4\"><em>&#8220;Our research shows that India will be the fastest-growing entertainment and media market globally in terms of pure consumer revenue. Over the next five years, the outlook remains highly positive for digital led segments such as OTT, Internet Advertising, Online Gaming, and Music &amp; Podcasts that were perfectly positioned to meet consumers where they are in 2020 &#8211; predominantly at home and online. However, E&amp;M companies simultaneously have to prepare to meet them where they will be two years from now. They will need to build and maintain direct-to-consumer relationships, offer enough differentiation or scale to compete, and unlock greater value using the right technologies.&#8221;<\/em><\/p>\n<footer>-Rajib Basu, Partner &amp; Leader, Entertainment &amp; Media, PwC India<\/footer><\/blockquote>\n<\/div>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-10896\" src=\"https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/PWC.jpg\" alt=\"\" width=\"484\" height=\"581\" srcset=\"https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/PWC.jpg 387w, https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/PWC-250x300.jpg 250w, https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/PWC-150x180.jpg 150w\" sizes=\"(max-width: 484px) 100vw, 484px\" \/>Subscription VOD among OTT. Image Source: PwC<\/p>\n<div class=\"wp-block-columns\">\n<div class=\"wp-block-column\" style=\"flex-basis: 100%;\">\n<div class=\"wp-block-group\">\n<div class=\"wp-block-group__inner-container\">\n<div class=\"wp-block-columns\">\n<div class=\"wp-block-column\" style=\"flex-basis: 100%;\"><br \/><!-- \/wp:image --><\/div>\n<div>\u00a0<\/div>\n<!-- \/wp:column --><\/div>\n<!-- \/wp:columns --><\/div>\n<\/div>\n<!-- \/wp:group --><\/div>\n<!-- \/wp:column --><\/div>\n<!-- \/wp:columns --><!-- wp:paragraph -->\n<p><strong>Reasons for OTT growth:<\/strong><\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>There are many reasons for the rapid growth of OTT platforms in India in recent times. The closure of the cinemas due to the pandemic caused by COVID-19 since March 2020 has popularized the OTT among people of all strata. The availability of cheap mobile data and affordable smartphones,\u00a0 buttressed with boredom due to the lockdown, changed the game for the OTT industry. Amazon Prime better known for web series like \u201cMirzapur\u201d and \u201cFamily Man\u201d has seen an increase of 80% in &#8216;<em>Prime members&#8217;<\/em> in the 3<sup>rd<\/sup> quarter of 2020. Netflix, a platform popular for international programs reached 16 million subscribers during the three months of the lockdown. MX Player another upcoming platform registered 141 million unique visitors during the period.<\/p>\n<p>So, when the cinema halls were closed and the shooting of films, TV Serials was arrested, the only way for producers to survive was to launch their content online through the OTT Platforms. Some high budget A-list movies were also released on the OTT directly like Salman Khan starrer<em> Radhe<\/em>, Varun Dhawan starrer <em>Coolie No. 1<\/em>, Jahnvi Kapoor&#8217;s\u00a0 <em>Gunjan Saxena<\/em>, Sushant Singh Rajput\u2019s last movie <em>Dil Bechara<\/em>, Amitabh Bachchan starrer <em>Gulabo Sitabo<\/em> and many more.<\/p>\n<!-- \/wp:paragraph --><!-- wp:image {\"id\":11842,\"width\":647,\"height\":666,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" class=\"wp-image-11842\" src=\"https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/Films-sales-estimate-on-OTT.jpg\" alt=\"\" width=\"647\" height=\"666\" srcset=\"https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/Films-sales-estimate-on-OTT.jpg 600w, https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/Films-sales-estimate-on-OTT-291x300.jpg 291w, https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/Films-sales-estimate-on-OTT-150x155.jpg 150w, https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/Films-sales-estimate-on-OTT-450x464.jpg 450w\" sizes=\"(max-width: 647px) 100vw, 647px\" \/>\n<figcaption>Films on OTT. Image source: The Tribune<\/figcaption>\n<\/figure>\n<!-- \/wp:image --><!-- wp:paragraph -->\n<blockquote>\n<p>\u201cWhile some films like <em>Radhe<\/em> or<em> Gulabo Sitabo<\/em> did get good money, recovering their cost and making some profit, they actually flopped,\u201d says film critic Ajit Rai. \u201cThough films on OTT is still a developing model, some platforms like MX Player are currently working on a revenue-sharing basis, but one wonders if they can ever replicate something like a <em>Baahubali<\/em>\u2019s success in cinemas,\u201d adds Rai.<\/p>\n<!-- \/wp:paragraph --><!-- wp:image {\"id\":10899,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"648\" class=\"wp-image-10899\" src=\"https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/Indian-OTT-Platform-Engagement-Levels-1024x648.jpg\" alt=\"\" srcset=\"https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/Indian-OTT-Platform-Engagement-Levels-1024x648.jpg 1024w, https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/Indian-OTT-Platform-Engagement-Levels-300x190.jpg 300w, https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/Indian-OTT-Platform-Engagement-Levels-768x486.jpg 768w, https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/Indian-OTT-Platform-Engagement-Levels-150x95.jpg 150w, https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/Indian-OTT-Platform-Engagement-Levels-450x285.jpg 450w, https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/Indian-OTT-Platform-Engagement-Levels.jpg 1103w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<figcaption>Indian-OTT-Platform-Engagement-Levels. Image Source: NASSCOM<\/figcaption>\n<\/figure>\n<\/blockquote>\n<!-- \/wp:image --><!-- wp:paragraph -->\n<p><strong>Convenience of OTT:<\/strong><\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>\u201cNow I can watch my shows on my laptop or mobile phone after my study hours and don\u2019t have to watch according to the TV broadcasting time and that too without any advertisement\u201d states college student Sumit Mukherjee.<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>The choice and the convenience that OTT platforms gives separates it from standard TV programs and broadcasting. The OTT platforms are not broadcasted like television programs on a specific time schedule, rather they are streamed via internet. The user can pause, rewind, fast forward and can watch their shows at their own pace. Anybody can watch anywhere, anytime, even on the go while traveling. Another advantage of the OTT platform is that you can view any program without commercial advertising. This gives the user a different experience to watch any video content in a limited time, than viewing any program on TV and spending more time watching advertisements than the content itself.<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<blockquote>\n<p>Film director Kookie Gulati\u2019s &#8216;<em>The Big Bull<\/em>&#8216; was released in April 2021 on Disney-Hotstar. An informal assessment reveals that the film was watched by 40 million people, a figure that makes Gulati happy. \u201cIf my film has made it to as many as four-crore people, as a director I am happy. I guess producers are happy at the response too.\u201d<\/p>\n<\/blockquote>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p><strong>Challenges to the OTT sector:<\/strong><\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>OTT platforms requires an internet connection. The biggest concerns of OTT platforms are security and privacy just like any website or app. As it is driven by the internet, there are concerns like misuse of\u00a0 user data.<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>OTT services often face technological challenges such as trans-coding or streaming glitches and device incompatibility.<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph --><!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>As the OTT platforms operate independently they have no regulatory body to control or censor the content streamed. There are no age limitations for viewership either and hence children might get exposed to unsuitable content. The need for an unbiased regulatory body is the need of the hour.<\/p>\n<!-- \/wp:paragraph --><!-- wp:image {\"id\":10897,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"566\" class=\"wp-image-10897\" src=\"https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/Sustaining-the-OTT-Revolution-with-Technology_Nasscom-1024x566.png\" alt=\"\" srcset=\"https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/Sustaining-the-OTT-Revolution-with-Technology_Nasscom-1024x566.png 1024w, https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/Sustaining-the-OTT-Revolution-with-Technology_Nasscom-300x166.png 300w, https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/Sustaining-the-OTT-Revolution-with-Technology_Nasscom-768x424.png 768w, https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/Sustaining-the-OTT-Revolution-with-Technology_Nasscom-1536x849.png 1536w, https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/Sustaining-the-OTT-Revolution-with-Technology_Nasscom-150x83.png 150w, https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/Sustaining-the-OTT-Revolution-with-Technology_Nasscom-450x249.png 450w, https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/Sustaining-the-OTT-Revolution-with-Technology_Nasscom-1200x663.png 1200w, https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/07\/Sustaining-the-OTT-Revolution-with-Technology_Nasscom.png 1989w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<figcaption>Sustaining the OTT Revolution with Technology. Image Source: Nasscom<\/figcaption>\n<\/figure>\n<!-- \/wp:image --><!-- wp:paragraph --><!-- \/wp:paragraph --><!-- wp:paragraph -->\n<blockquote>\n<p>\u201cWhile many films have gone the OTT route like <em>Shakuntala Devi, Gulabo Sitabo, Coolie No 1<\/em> and <em>Sherni<\/em>, there is no yardstick on what can fetch how much. The producers who cannot hold films are taking that route given the uncertainty around the opening of cinemas. However, any rumours like that around <em>Liger<\/em> are bad for the film,\u201d says film critic Taran Adarsh.<\/p>\n<\/blockquote>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>\u00a0<\/p>\n<p>The future of the OTT platforms in India and in the whole world is very bright. With the advancement of technologies like artificial intelligence and big data analytics users can be served customized content. The 5G technology shall boost data speed and present a new experience to the users with higher video quality. China, South Korea and Japan are already experiencing the 5G network and India may be the fourth country to join the list in Asia.<\/p>\n<p>India has already emerged as the fastest growing market for OTT platforms in the world and according to the PwC report, it is well on it&#8217;s way to become one of the largest market for OTT content by 2024.<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>Edited by: Raghujit S. Randhawa<\/p>\n<p>Complete PwC report : <a href=\"https:\/\/www.pwc.in\/industries\/entertainment-and-media\/global-entertainment-and-media-outlook-2020-2024.html\">https:\/\/www.pwc.in\/industries\/entertainment-and-media\/global-entertainment-and-media-outlook-2020-2024.html<\/a><\/p>\n<!-- \/wp:paragraph -->\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>The OTT platform or Over the Top platform refers to a platform or an online video library where anyone can access various audio-visual content via internet without using satellite broadcasting. A recent report titled \u201cGlobal Entertainment and Media Outlook 2020-2024\u201d by PricewaterhouseCoopers (PcW) a multinational professional services network of firms in 155 countries delivering assurance,<\/p>\n","protected":false},"author":203,"featured_media":12885,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[68,71],"tags":[630,519,496,497,529,494,702,629,495,746,503,561],"ppma_author":[617],"class_list":{"0":"post-11407","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-entertainment","8":"category-tech","9":"tag-entertainment","10":"tag-ignou","11":"tag-ignouschoolofjournalism","12":"tag-ignousojnms-2","13":"tag-ignouthevoices","14":"tag-lets-break-the-silence","15":"tag-movies","16":"tag-ott","17":"tag-sojnms-2","18":"tag-sojnmsignou","19":"tag-thevoices-ignousojnms","20":"tag-thevoicesignou"},"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The upsurge of the OTT phenomenon in India - The Voices<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/medialit.in\/thevoices\/ott-phenomenon-in-india\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The upsurge of the OTT phenomenon in India - The Voices\" \/>\n<meta property=\"og:description\" content=\"The OTT platform or Over the Top platform refers to a platform or an online video library where anyone can access various audio-visual content via internet without using satellite broadcasting. A recent report titled \u201cGlobal Entertainment and Media Outlook 2020-2024\u201d by PricewaterhouseCoopers (PcW) a multinational professional services network of firms in 155 countries delivering assurance,\" \/>\n<meta property=\"og:url\" content=\"https:\/\/medialit.in\/thevoices\/ott-phenomenon-in-india\/\" \/>\n<meta property=\"og:site_name\" content=\"The Voices\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/thevoices.ignou\" \/>\n<meta property=\"article:published_time\" content=\"2021-08-26T19:25:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-08-27T05:15:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/08\/93047-images-3.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"870\" \/>\n\t<meta property=\"og:image:height\" content=\"470\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"abhijitghosh\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@TheVoices_IGNOU\" \/>\n<meta name=\"twitter:site\" content=\"@TheVoices_IGNOU\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"abhijitghosh\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/ott-phenomenon-in-india\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/ott-phenomenon-in-india\\\/\"},\"author\":{\"name\":\"Abhijit Ghosh\",\"@id\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/#\\\/schema\\\/person\\\/568055a02ea4e9e167aca0a9a6810d86\"},\"headline\":\"The upsurge of the OTT phenomenon in India\",\"datePublished\":\"2021-08-26T19:25:25+00:00\",\"dateModified\":\"2021-08-27T05:15:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/ott-phenomenon-in-india\\\/\"},\"wordCount\":1025,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/ott-phenomenon-in-india\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/wp-content\\\/uploads\\\/2021\\\/08\\\/93047-images-3.jpg\",\"keywords\":[\"entertainment\",\"IGNOU\",\"Ignouschoolofjournalism\",\"ignousojnms\",\"ignouthevoices\",\"Let&#039;s break the Silence\",\"movies\",\"ott\",\"SOJNMS\",\"sojnmsignou\",\"thevoices ignousojnms\",\"thevoicesignou\"],\"articleSection\":[\"Entertainment\",\"Tech\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/medialit.in\\\/thevoices\\\/ott-phenomenon-in-india\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/ott-phenomenon-in-india\\\/\",\"url\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/ott-phenomenon-in-india\\\/\",\"name\":\"The upsurge of the OTT phenomenon in India - The Voices\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/ott-phenomenon-in-india\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/ott-phenomenon-in-india\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/wp-content\\\/uploads\\\/2021\\\/08\\\/93047-images-3.jpg\",\"datePublished\":\"2021-08-26T19:25:25+00:00\",\"dateModified\":\"2021-08-27T05:15:57+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/ott-phenomenon-in-india\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/medialit.in\\\/thevoices\\\/ott-phenomenon-in-india\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/ott-phenomenon-in-india\\\/#primaryimage\",\"url\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/wp-content\\\/uploads\\\/2021\\\/08\\\/93047-images-3.jpg\",\"contentUrl\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/wp-content\\\/uploads\\\/2021\\\/08\\\/93047-images-3.jpg\",\"width\":870,\"height\":470},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/ott-phenomenon-in-india\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The upsurge of the OTT phenomenon in India\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/#website\",\"url\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/\",\"name\":\"The Voices\",\"description\":\"Let&#039;s Break the Silence\",\"publisher\":{\"@id\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/#organization\",\"name\":\"The Voices\",\"url\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/wp-content\\\/uploads\\\/2021\\\/02\\\/cropped-cropped-cropped-Voice-Logo-without-name.png\",\"contentUrl\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/wp-content\\\/uploads\\\/2021\\\/02\\\/cropped-cropped-cropped-Voice-Logo-without-name.png\",\"width\":512,\"height\":512,\"caption\":\"The Voices\"},\"image\":{\"@id\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/thevoices.ignou\",\"https:\\\/\\\/x.com\\\/TheVoices_IGNOU\",\"https:\\\/\\\/www.youtube.com\\\/channel\\\/UCsLvQ1nfCY0qrxFt8TAnf7g\\\/videos\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/#\\\/schema\\\/person\\\/568055a02ea4e9e167aca0a9a6810d86\",\"name\":\"Abhijit Ghosh\",\"description\":\"Filmmaking Teacher &amp; Film\\\/Video Editor.\",\"url\":\"https:\\\/\\\/medialit.in\\\/thevoices\\\/author\\\/abhijitghosh\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The upsurge of the OTT phenomenon in India - The Voices","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/medialit.in\/thevoices\/ott-phenomenon-in-india\/","og_locale":"en_US","og_type":"article","og_title":"The upsurge of the OTT phenomenon in India - The Voices","og_description":"The OTT platform or Over the Top platform refers to a platform or an online video library where anyone can access various audio-visual content via internet without using satellite broadcasting. A recent report titled \u201cGlobal Entertainment and Media Outlook 2020-2024\u201d by PricewaterhouseCoopers (PcW) a multinational professional services network of firms in 155 countries delivering assurance,","og_url":"https:\/\/medialit.in\/thevoices\/ott-phenomenon-in-india\/","og_site_name":"The Voices","article_publisher":"https:\/\/www.facebook.com\/thevoices.ignou","article_published_time":"2021-08-26T19:25:25+00:00","article_modified_time":"2021-08-27T05:15:57+00:00","og_image":[{"width":870,"height":470,"url":"https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/08\/93047-images-3.jpg","type":"image\/jpeg"}],"author":"abhijitghosh","twitter_card":"summary_large_image","twitter_creator":"@TheVoices_IGNOU","twitter_site":"@TheVoices_IGNOU","twitter_misc":{"Written by":"abhijitghosh","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/medialit.in\/thevoices\/ott-phenomenon-in-india\/#article","isPartOf":{"@id":"https:\/\/medialit.in\/thevoices\/ott-phenomenon-in-india\/"},"author":{"name":"Abhijit Ghosh","@id":"https:\/\/medialit.in\/thevoices\/#\/schema\/person\/568055a02ea4e9e167aca0a9a6810d86"},"headline":"The upsurge of the OTT phenomenon in India","datePublished":"2021-08-26T19:25:25+00:00","dateModified":"2021-08-27T05:15:57+00:00","mainEntityOfPage":{"@id":"https:\/\/medialit.in\/thevoices\/ott-phenomenon-in-india\/"},"wordCount":1025,"commentCount":0,"publisher":{"@id":"https:\/\/medialit.in\/thevoices\/#organization"},"image":{"@id":"https:\/\/medialit.in\/thevoices\/ott-phenomenon-in-india\/#primaryimage"},"thumbnailUrl":"https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/08\/93047-images-3.jpg","keywords":["entertainment","IGNOU","Ignouschoolofjournalism","ignousojnms","ignouthevoices","Let&#039;s break the Silence","movies","ott","SOJNMS","sojnmsignou","thevoices ignousojnms","thevoicesignou"],"articleSection":["Entertainment","Tech"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/medialit.in\/thevoices\/ott-phenomenon-in-india\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/medialit.in\/thevoices\/ott-phenomenon-in-india\/","url":"https:\/\/medialit.in\/thevoices\/ott-phenomenon-in-india\/","name":"The upsurge of the OTT phenomenon in India - The Voices","isPartOf":{"@id":"https:\/\/medialit.in\/thevoices\/#website"},"primaryImageOfPage":{"@id":"https:\/\/medialit.in\/thevoices\/ott-phenomenon-in-india\/#primaryimage"},"image":{"@id":"https:\/\/medialit.in\/thevoices\/ott-phenomenon-in-india\/#primaryimage"},"thumbnailUrl":"https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/08\/93047-images-3.jpg","datePublished":"2021-08-26T19:25:25+00:00","dateModified":"2021-08-27T05:15:57+00:00","breadcrumb":{"@id":"https:\/\/medialit.in\/thevoices\/ott-phenomenon-in-india\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/medialit.in\/thevoices\/ott-phenomenon-in-india\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/medialit.in\/thevoices\/ott-phenomenon-in-india\/#primaryimage","url":"https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/08\/93047-images-3.jpg","contentUrl":"https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/08\/93047-images-3.jpg","width":870,"height":470},{"@type":"BreadcrumbList","@id":"https:\/\/medialit.in\/thevoices\/ott-phenomenon-in-india\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/medialit.in\/thevoices\/"},{"@type":"ListItem","position":2,"name":"The upsurge of the OTT phenomenon in India"}]},{"@type":"WebSite","@id":"https:\/\/medialit.in\/thevoices\/#website","url":"https:\/\/medialit.in\/thevoices\/","name":"The Voices","description":"Let&#039;s Break the Silence","publisher":{"@id":"https:\/\/medialit.in\/thevoices\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/medialit.in\/thevoices\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/medialit.in\/thevoices\/#organization","name":"The Voices","url":"https:\/\/medialit.in\/thevoices\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/medialit.in\/thevoices\/#\/schema\/logo\/image\/","url":"https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/02\/cropped-cropped-cropped-Voice-Logo-without-name.png","contentUrl":"https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/02\/cropped-cropped-cropped-Voice-Logo-without-name.png","width":512,"height":512,"caption":"The Voices"},"image":{"@id":"https:\/\/medialit.in\/thevoices\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/thevoices.ignou","https:\/\/x.com\/TheVoices_IGNOU","https:\/\/www.youtube.com\/channel\/UCsLvQ1nfCY0qrxFt8TAnf7g\/videos"]},{"@type":"Person","@id":"https:\/\/medialit.in\/thevoices\/#\/schema\/person\/568055a02ea4e9e167aca0a9a6810d86","name":"Abhijit Ghosh","description":"Filmmaking Teacher &amp; Film\/Video Editor.","url":"https:\/\/medialit.in\/thevoices\/author\/abhijitghosh\/"}]}},"jetpack_featured_media_url":"https:\/\/medialit.in\/thevoices\/wp-content\/uploads\/2021\/08\/93047-images-3.jpg","jetpack_sharing_enabled":true,"authors":[{"term_id":617,"user_id":203,"is_guest":0,"slug":"abhijitghosh","display_name":"abhijitghosh","avatar_url":"https:\/\/secure.gravatar.com\/avatar\/65bc469fbcc5bb433e2101e745a0bfac0f99a48c5c998e8f284371d6b86911c2?s=96&d=mm&r=g","0":null,"1":"","2":"","3":"","4":"","5":"","6":"","7":"","8":""}],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/medialit.in\/thevoices\/wp-json\/wp\/v2\/posts\/11407","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/medialit.in\/thevoices\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/medialit.in\/thevoices\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/medialit.in\/thevoices\/wp-json\/wp\/v2\/users\/203"}],"replies":[{"embeddable":true,"href":"https:\/\/medialit.in\/thevoices\/wp-json\/wp\/v2\/comments?post=11407"}],"version-history":[{"count":42,"href":"https:\/\/medialit.in\/thevoices\/wp-json\/wp\/v2\/posts\/11407\/revisions"}],"predecessor-version":[{"id":12906,"href":"https:\/\/medialit.in\/thevoices\/wp-json\/wp\/v2\/posts\/11407\/revisions\/12906"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/medialit.in\/thevoices\/wp-json\/wp\/v2\/media\/12885"}],"wp:attachment":[{"href":"https:\/\/medialit.in\/thevoices\/wp-json\/wp\/v2\/media?parent=11407"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/medialit.in\/thevoices\/wp-json\/wp\/v2\/categories?post=11407"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/medialit.in\/thevoices\/wp-json\/wp\/v2\/tags?post=11407"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/medialit.in\/thevoices\/wp-json\/wp\/v2\/ppma_author?post=11407"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}