Over-the-top advertising in India continues to grapple with challenges despite streaming platforms, primarily driven by subscriptions, increasingly pivoting to ad-driven models.
For instance, American streaming platform Netflix recently said that the markets where it offers ad-supported tiers account for 80% of its global ad spending, highlighting the challenges faced by OTT advertising in India.
Besides contending with low cost per mille (CPM), or cost per thousand impressions, the landscape saw significant competition from digital-ad platforms for OTT players.
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