Capitalising on India’s growing OTT space

There’s a lot of room for better consumer engagement via OTT as the industry grows rapidly in India, and marketers are already looking at how best to leverage it.

With the over-the-top (OTT) video market growing rapidly in India, marketers are looking for ways to best leverage the channel to engage with consumers. But there’s still debate over traditional versus digital platforms and how brands can really benefit from the OTT space.

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 and is poised to overtake South Korea to become the eighth biggest market in the world.

Anamika Sirohi, vice president – marketing for Indian sanitary ware brand Hindware, said that it’s very easy to get...

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