Telcos and DTH operators have opportunities into the OTT space after the spread of smart phones and broadband. There is an alliance between Relience Jio and HotStar, Videocon DTH is launching a Smart Connect HD Set Top Box (STB) integrated with NetFlix, Airtel Digital TV is launching an integrated Android STB. DTH operators now allow streaming from OTT services directly on a TV screen too. MSOs are also looking at going with the flow. Hathway will soon have its OTT offering. Den has Den TV+.

India’s OTT market consists of more than 30 OTT video service providers. The ecosystem comprises original content producers, content right hoders, broadcasters, cable TV operators, DTH service providers, international OTT content aggregators and distributors and telecom operators.

Consumers want to consume content through the day, where and when they like. Today users are not only consumers but also content creators, curators and distributors. Though local content has its place, there is the globalisation of content. Any consumer from home can create a video that may resonate with the audience. In TV, there are distribution walls. New formats such as ephmeral video via messaging emerge. There is live video. There would be a marriage of commerce and content, say live video could be monetised to sell physical goods.

Customer acquisition is expensive for OTT players. Integrating with telecom and DTH operators helps to reduce costs. It also brings additional revenue for operators.