Viewing on the move: The rising market of video-on-demand

A fast-paced life coupled with long hours at work and a need for change has driven the video-on-demand market in India

It would not be wrong to say that 2017 has been the year when the over-the-top (OTT) market has come into its own in India. While 2016 saw a spate of launches, 2017 has seen players largely consolidate their position. At the same time, it wouldn't be inappropriate to surmise that OTTs or the video-on-demand (VOD) or video streaming market (as some choose to call it) has permanently altered the viewership game in India.

What was viewed as a fad only a year ago has now hardened and the market will only grow from here. From broadcasters such as STAR, Sony,