OTT platforms operating in India are SonyLiv, NextGTV, Hotstar, Ditto TV, ErosNow, Netflix. Voot and Alt are upcoming.

All these platforms offer Video on Demand ( VoD ). They have to build a library of local content for the viewers at affordable price. In addition, they should provide international content. They have to maintain a balance between quality and price. The premium content can be monetised at higher price point within the subscriber Video on Demand ( SVoD ) model.

In India, VoD players have advertisement-backed and subscription-based revenue models. Ad rates for VoD are one-tenth of those for live TV. Therefore, cost recovery is a challenge. Subscription-based models have to face the unwillingness of subscribers to pay . Freemium model may work — free content on ad-funded models and premium content on subscription. Vuclip practises this model.

Video consumption in India is through telecom networks, rather than through WiFi. However, this is short form video.

Whether we will consume long form video on telecom networks is to be seen.

Content creation eco-system is evolving, e.g. # Fame, TVF, Culture Machine. They create edgy and irreverent content for social media audience.

India is fond of downloading rather than streaming. However,this is likely to change.

Today, TV rules, but it is to be seen by appointment. OTT is convenient in terms of time and the choice of genre.