Digital streaming was not considered a primary platform for advertising. TV screen was the primary platform. Still, of late, digital streaming has emerged as the primary platform for many advertisers. It has no longer remained supplementary to TV. In IPL too, brands choose digital-only partnerships. Digital is being used for brand building. In sports events, it has been used for fan engagement. Moment marketing too gets a boost.

As data prices fell in India after 2016, streaming video usage picked up. This industry sourced its content from broadcast and film industry. On OTT, storytellers have freedom, and Indian originals are now appreciated.