At a glance

Marketers in India are keen to leverage the growing OTT market to engage with consumers but it’s a matter of establishing the right use case and defining what good ROI should look like for the brand.

Why it matters

According to PricewaterhouseCoopers (PwC), India’s OTT video market will grow at a 21.8% CAGR from US$628.8mn in 2018 to US$1.68bn in 2023. It is slated to overtake South Korea as the eight biggest market in the world. OTT channels allow for more targeting communications and more audience data points that can inform larger marketing objectives.


  • While still in its early stages, brand managers will soon expect well defined ROI on the OTT platforms, with an eye towards demonstrating marketing share gains and achieving sales goals.
  • OTT platforms that offer an e-commerce facility will benefit the most from increasing advertiser interest as that additional layer will make for a “brilliant” proposition for brands.
  • Brands can leverage the flexibility of OTT and digital platforms to customise content and create a larger than life story for impactful messaging.