Covid-19 pushes up OTT subscription growth by 60%: BCG report

Consultancy says trend is expected to stay as life returns to normalcy, points to propensity of Indian consumers to now pay for content they are watching

The Covid-19 pandemic has increased growth of over-the-top (OTT) subscriptions by 60 per cent, a new report by Boston Consulting Group (BCG), released on Wednesday, said. The trend is expected to stay as life returns to normalcy, said BCG, pointing to the propensity of Indian consumers to now pay for content they are watching. OTT platforms, in particular, are investing heavily in content creation and acquisition as they eye a large member base in India. Already, the number of hours spent per day on digital video in India, according to BCG, has risen by 14.5 per cent in the last two years, though television content consumption has also grown at 6.7 per cent.