Reimagining entertainment of the future

Gone are the days of waiting for your favorite shows to air on TV and sitting through long advertisements. Move over Pay TV; the dawn of Over the Top (OTT) video streaming has arrived, and it’s here to stay. Backed by low data prices, a large user base, accessible handsets, a gamut of content creators and a lack of hyper personalized content on TV, India is well on its way to becoming the second-largest digital video viewing market by 2020. The country already boasts of the highest data usage per smartphone per month in the world. As OTT players chase a bigger share of the consumer pie, what will set them apart in a dynamic, hyper-competitive market? For starters, providers will need to embrace new technologies and new ways of doing business. They will also need to build muscle for delivering services at speed and scale. In this article, we recommend five tenets that’ll help OTT providers come out on top and unleash an era of new-age entertainment.

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