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Title:
AN IN-DEPTH ANALYSIS OF THE OTT BOOM IN INDIA: IMPACT OF COVID-19 ON THE INDUSTRY, CHALLENGES AND STRATEGIES ADOPTED BY MARKET LEADERS

Authors:
Vibhu Singh

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Vibhu Singh
Shaheed Sukhdev College of Business Studies, Delhi University

MLA 8
Singh, Vibhu. "AN IN-DEPTH ANALYSIS OF THE OTT BOOM IN INDIA: IMPACT OF COVID-19 ON THE INDUSTRY, CHALLENGES AND STRATEGIES ADOPTED BY MARKET LEADERS." Int. j. of Social Science and Economic Research, vol. 6, no. 9, Sept. 2021, pp. 3612-3637, doi.org/10.46609/IJSSER.2021.v06i09.039. Accessed Sept. 2021.
APA 6
Singh, V. (2021, September). AN IN-DEPTH ANALYSIS OF THE OTT BOOM IN INDIA: IMPACT OF COVID-19 ON THE INDUSTRY, CHALLENGES AND STRATEGIES ADOPTED BY MARKET LEADERS. Int. j. of Social Science and Economic Research, 6(9), 3612-3637. Retrieved from https://doi.org/10.46609/IJSSER.2021.v06i09.039
Chicago
Singh, Vibhu. "AN IN-DEPTH ANALYSIS OF THE OTT BOOM IN INDIA: IMPACT OF COVID-19 ON THE INDUSTRY, CHALLENGES AND STRATEGIES ADOPTED BY MARKET LEADERS." Int. j. of Social Science and Economic Research 6, no. 9 (September 2021), 3612-3637. Accessed September, 2021. https://doi.org/10.46609/IJSSER.2021.v06i09.039.

References

[1]. Digital Content Next. 2020. How Hotstar, India’S Hottest OTT Service, Turns Viewers Into Subscribers. [online] Available at:
[2]. ETBrandEquity.com. 2020. Media Consumption Shifts: Leaping Into A Digital-First World - ETBrandequity. [online] Available at:
[3]. Jha, L., 2020. Streaming Platforms Double Paid Subscribers In India During Covid. [online] mint. Available at:
[4]. Medium. 2020. How OTT Services Created A New Market In India?. [online] Available at:
[5]. Kapur, M., 2020. A New Government Regulation Could Halt The Streaming Services Dream Run In India. [online] Quartz India. Available at:
[6]. India, Adda, I. and Subscribers, I., 2020. INDIA's OTT MARKET: WITNESSING A RISE IN NUMBER OF PAID SUBSCRIBERS | IBEF | IBEF. [online] Ibef.org. Available at:
[7]. Medium.2020.Medium.[online]Availableat:
[8]. Kapur, S., 2020. Why Marketers Are Suddenly Drifting Towards OTT Platforms For A Long Run.[online]YourStory.com.Availableat:

Abstract:
This paper seeks to review and understand the Over-the-top Industry as its emerging in India. Ever since major international players like Amazon Prime, Disney+ and Netflix have entered the Indian market and brought with them their range of services, Indians have quickly pivoted in terms of media consumption. The aspect of COVID-19 and its effect on the streaming industry has also been analyzed in depth. This paper also studies the challenges faced by OTT platforms, and innovative marketing and strategic techniques used by brands to overcome the unique challenges the Indian market presents. With the use of relevant cases and examples, the strategies employed by brands have been studied, to better understand the Indian consumer, which can make market entry and estimation easier in the future.

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