IMARC Group’s latest research report, titled “India Over the Top (OTT) Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2023-2028,” offers a comprehensive analysis of the industry, which comprises insights on the India over the top (OTT) market growth. The report also includes competitor and regional analysis, and contemporary advancements in the market. The over the top (OTT) market in India is expected to exhibit a growth rate (CAGR) of 23.8% during 2023-2028.
India Over the Top (OTT) Market Overview:
Over the top (OTT) refers to entertainment services that are easily accessible by the user directly on the internet over a designated platform. It can be directly downloaded and viewed that consists of numerous types of content, including movies, series, drama, and TV services, that is delivered directly over the internet to devices, such as tablets, PCs, smartphones, and consoles. It benefits both consumers and service providers, as it provides more choice and control to the viewers and assists producers in reaching more audiences, bypassing the need for a traditional distribution network. Additionally, it offers flexibility, cost-effectiveness, variety, live-streaming, personalization to users, and advertising targeting to service providers. Besides it is also used for streaming music, live broadcasting, watching educational channels, advertising, and communication.
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India Over the Top (OTT) Market Drivers and Demand:
The expanding media and entertainment industry is driving the market in India. Moreover, the increasing adoption of smartphones, laptops, smart televisions, computers, and tablets, is further contributing to the demand for OTT services across the country. Besides, continuous advancements in technology, including the integration of artificial intelligence (AI) and virtual reality (VR) with OTT platforms that have enabled services to improve their offerings, such as streaming and personalized content recommendations, are providing a boost to the market. Furthermore, significant developments in the communication infrastructure and penetration of high-speed internet are creating a positive outlook. Other factors, such as rapid urbanization, shifting consumer preferences, and inflating disposable income levels of the masses, are also influencing the market across India.
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Key Market Segmentation:
Breakup by Component:
- Solution
- Services
Breakup by Platform Type:
- Smartphones
- Smart TV’s
- Laptops Desktops and Tablets
- Gaming Consoles
- Set-Top Boxes
- Others
Breakup by Deployment Type:
- Cloud
- On-Premise
Breakup by Content Type:
- Voice Over IP
- Text and Images
- Video
- Others
Breakup by Revenue Model:
- Subscription
- Procurement
- Rental
- Others
Breakup by Service Type:
- Consulting
- Installation and Maintenance
- Training and Support
- Managed Services
Breakup by Vertical:
- Media Entertainment
- Education Training
- Health Fitness
- IT Telecom
- E-Commerce
- BFSI
- Government
- Others
Breakup by Region:
- North India
- West and Central India
- South India
- East India
Competitive Landscape:
The competitive landscape of the industry has also been examined along with the profiles of the key players.
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