The Indian OTT market is poised for significant growth by the end of 2023, with an expected subscriber base of 50 million, as per a report by Media Partners Asia (MPA).

The landscape thrives on diverse models, with ad-based (AVOD) and ad-free (SVOD) platforms sharing the spotlight. AVOD constitutes 60% of total revenue, leveraging its scalability, while SVOD offers predictability due to user commitment. Notably, industry leaders are adapting to the evolving landscape; Netflix introduces ad-based plans, diverging from its ad-free stance, and Amazon Prime Video explores affordability with its Rs 599 per year mobile plan.

In the upcoming year, success hinges on hybrid revenue approaches, tiered pricing strategies, and technology integration, fostering personalized viewer experiences.