The total audience for OTT platforms rose 13.5% to reach 481.1 million in 2023 from 423.8 million in 2022, against a 20% surge seen the previous year, according to media consulting firm Ormax. Streaming apps have now reached 34% of India’s population of 1.4 billion.
“The growth rate (of the OTT universe) has dipped for obvious reasons. Effects of the boost that were linked directly to the pandemic have now gone away, and the rise is more organic now, linked to factors like the price of data and growth of the digital medium itself," said Shailesh Kapoor, founder and chief executive of Ormax Media. The growth rate isn’t low, Kapoor pointed out, especially since penetration in rural areas and small towns, which make up a sizeable part of the population, stands only at 23% compared to the pan-India figure of 34%. OTT platforms now face the challenge of whether consumption can grow beyond the top 20 cities, he added.
Bu hikaye Mint Mumbai dergisinin November 07, 2023 sayısından alınmıştır.
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Bu hikaye Mint Mumbai dergisinin November 07, 2023 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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