India is proving to be an attractive market for multiscreen video consumption, which has led to emergence of numerous OTT service providers in the past two years, according to Research and Markets.
These providers include broadcasters, portals, start-ups, and more recently, international video aggregators such as Netflix.
The research firm said there are about 66 million unique connected video viewers in India, and about 1.3 million OTT paid video subscribers.
With increase in the use of smart devices in India, content owners and aggregators are using non-TV platforms to improve reach and generate revenues through subscription and advertisement.
Broadcasters such as the Star TV Network and Zee Entertainment are driving services as well as viewership for alternative media, rather than cable TV or DTH providers.