App-based streaming services are the new moguls of advertising in India

Streaming services have emerged as the big advertisers of 2018 audio and video apps fight for audiences aggressively

Drive down any of Mumbai’s arterial roads and a common sight that greets every eye are billboards splashed with ads of Netflix, Amazon Prime Video, Zee5, Hotstar, Voot or SonyLiv; the same is the case with several channels on TV, on social media and print. Be it new shows, originals, award winning movies, content in every form is being advertised with aplomb. And the implication is hardly lost on anyone; the new moguls of advertising in India are the app-based streaming services.

The audio and video streaming market in India is booming and players are predictably taking full advantage of it,