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Indian online entertainment market poised to reach $5B by 2023; Bollywood, cricket, music dominate

4 6 19

Increasing internet penetration in rural India and a wide variety of regional content on offer is driving OTT consumption, a BCG study found.

Over the top (OTT) content platforms, or entertainment services delivered over the internet, are serious business now. On Tuesday, the Boston Consulting Group (BCG) released a new study that estimates India’s OTT market to reach $5 billion by 2023 from its current $0.5 billion.

This spurt in OTT consumption is being driven by increasing internet penetration in rural areas, rising adoption of OTT content among women and the older population, and the growing affluence of people as they are willing to pay for content services more than ever before.

“OTT is riding the wave of increased data consumption and internet access in rural India, has........

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