The over-the-top (OTT) content space in India is set to grow by leaps and bounds even though video-streaming consumption has mostly remained an urban phenomenon.
According to a Counterpoint Research report, top five metro cities account for more than 55 per cent of the OTT video platform users, while tier-I cities form 36 per cent of the users. In terms of market share, home-grown Hotstar continues to lead this space with sharp focus on cricket and content partnership.
