OTT VS Theatres: Who's winning the war?
An over-the-top (OTT) media service refers to a streaming media service offered directly to viewers via the internet bypassing cable, broadcast, and satellite television platforms that traditionally act as a distributor of such content. The emergence of OTT platforms has disrupted the entertainment sector. It is being propelled by the rise in the standard of living, evolution of smartphones, ubiquitous and affordable Internet connectivity coupled with increasing penetration in rural areas, and changing preferences of the audience. Content is now king in a real sense, and it is personalized and provides opportunity for wider focused distribution. A recent Boston Consulting Group report has predicted that the OTT segment in India is currently pegged at $0.5 billion and is poised to grow to $5 billion by 2023. Affordability and convenience are the key factors that have propelled the OTT revolution in India. It is noteworthy that several OTT players have been producing original shows and f