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Google’s YouTube, Amazon Prime Video, Disney’s Hotstar and Netflix are the big four in the Indian streaming video or over-the-top (OTT) market. It has over 50 brands, many of them from global majors, fighting for a foothold in a market with 600 million broadband users.
This intense competition will push up investments in original content to $1.4 billion by 2024 — a 13 per cent compound annual growth rate from 2019.
YouTube’s market dominance is being challenged, as emerging home-grown and Chinese user-generated content platforms flood the market with fresh advertising inventory. These include the very popular TikTok (145 million
