India OTT market to become sixth-largest by 2024, says PwC report
Mobile phones will be the primary driver of revenue in the internet advertising market due to increase in data affordability
 "India OTT market to become sixth-largest by 2024, says PwC report")
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A media and entertainment report released on Thursday by PricewaterhouseCoopers (PwC) says the over-the-top (OTT) market in India will surpass that of South Korea, Germany, and Australia to become the sixth-largest by 2024.
India is already the fastest-growing OTT market in the world, expanding at a CAGR of 28.6 per cent, it said. This growth is coming from both inside and outside the home, PwC says, as internet-connected devices increase, leading to the rise of local ‘bite-sized’ entertainment platforms and user-generated content (UGC) formats.
Mobile phones will be the primary driver of revenue in the internet advertising market due to increase in data affordability, new mobile-first formats and ability to measure and target audiences, it said.
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