India happens to be the fastest growing OTT market. Boston Consulting Group (BCG) estimates it to reach $5 billion by 2023. Video-on-Demand is a boon. India was so far denied the global best content. VoD is an answer. Traditional TV is passe.

OTT platforms are successful in putting their act together. OTT, to begin with, was a niche player, offering live sport to the younger segment which otherwise was not available on TV. It has a massive reach now. It has witnessed 15 per cent growth year-on-year. The growth could reach 21 per cent. The OTT players now touch diverse genres. Is this just a flash in the plan or is it going to stay? OTT viewing is both individual and group-led. Streaming is much more than live sports today. It has entered all geographies of India. There is pay-per-view model. There is download to rent model (DTR). There is electronic sell through (EST) model.

So much of cinema content was diverted to OTT. It gave it a big fillip.

These platforms are here to stay.