Abstract:
This research tries to study the rise of OTT platform and its future scope and regulation in India. It is significant to know the level of increase in the popularity of OTT platforms and its future scope. Since ancient times entertainment is the part of our lives. In ancient times people do dance, dramas, sing, and played together this was the source of entertainment during those days. But after the growth and advancement of technology broadcast media came into our life. Today technology has transformed our lives including the way we work, shop, how we communicate with each other, and now how we consume entertainment. However, it is to be noted that the OTT platform came into existence in India in 2008, when Reliance Entertainment launched the first OTT platform named BIGFlix. Today India enjoys services from over 40 OTT providers including domestic and international players. India has seen a major surge in OTT platform subscription and viewership, especially with the lockdown due to covid-19. According to recent reports, India is currently the world’s fastest-growing OTT market, set to become the sixth-largest around the globe by 2024. The market in India is expected to grow at a CAGR of 28.6% over the next four years, touching $2.9 billion in revenues. The importance of this study is to bring to light the scope of OTT platforms and degree of their consumption amongst the people and to emphasize on their regulation system in India. To reach up the goal researchers have adopted secondary method.
