Abstract

Over-the-top (OTT) services provide video and audio entertainment directly through the internet, eliminating the need for conventional cable or satellite television connections. In recent years, these platforms have experienced rapid growth and widespread adoption worldwide. By 2027, the subscription video-on-demand (SVOD) segment is projected to constitute about 62.5% of the global OTT market, with revenues estimated at USD 109.1 billion. In India, the OTT industry is also expanding steadily, driven largely by the highly competitive SVOD segment, which is expected to grow at a compound annual growth rate (CAGR) of 13.0% and reach USD 2.6 billion by 2027.
An OTT platform refers to a digital service that streams audio or video content online without relying on traditional broadcast infrastructure. Well-known examples include Netflix, Amazon Prime Video, Disney+, Hulu, JioCinema, Zee5, and HBO Max. These platforms can be accessed on multiple devices, including smart televisions, smartphones, tablets, laptops, and gaming consoles, offering users significant flexibility in content consumption. One of the major advantages of OTT platforms is their ability to deliver a customised viewing experience. By analysing user preferences and viewing behaviour, these services recommend content tailored to individual interests. Additionally, OTT platforms allow users to watch programmes at their convenience, regardless of time or location, thereby greatly enhancing their appeal among modern audiences.
Another important feature of OTT platform is their strong focus on original content creation. Leading services such as Netflix, Amazon Prime Video, and Hulu have made substantial investments in producing exclusive films and series. These original offerings have been widely appreciated by viewers and have contributed to the platforms’ competitive positioning. Despite their advantages, OTT platforms face certain challenges. One major concern is digital piracy, as internet-based delivery makes it easier for content to be illegally downloaded or shared, resulting in financial losses for producers and distributors. Furthermore, the growing popularity of OTT services has adversely affected traditional television and film industries. Declining cable and satellite subscriptions have reduced revenues for conventional broadcasters and content providers. Overall, the emergence of OTT platforms has brought significant changes to the entertainment landscape. Increased competition among content creators has led to a surge in the volume and diversity of available content. At the same time, viewing habits have evolved, with audiences no longer confined to fixed schedules or locations. This shift has influenced content production strategies, encouraging the development of binge-worthy formats designed to sustain viewer engagement across multiple episodes.