The target group of major OTT platforms should ideally be “millennials” or the age group of18-35 years. This number, however, is largely due to the Digital India campaign, increasingthe number of smartphone and data users and is also an effect of globalization which has ledthe population to be more aware. With major data service providers like Jio bringing downdata costs, there has been a significant shift in viewership in India with number of Indian usersgrowing at the rate of 4-8%. This essentially means that there is massive potential for ruralIndia to subscribe to such platforms on a large scale - making rural India also a target groupfor platforms.

In 2017, OTT platforms in India generated INR 2019 crore, this is expected to increase to INR5595 crores by 2022. Digital streaming platforms overtook film entertainment to rank the third-largest Indian Media & Entertainment sector in 2019, according to the latest EY-FICCI IndianMedia & Entertainment Report.

When most OTT platforms made an entry in the Indian market, they mainly had catch-upshows. However, with the entry of global players like Netflix and Amazon Prime Video, usersare offered a plethora of original content. Hotstar is currently the most popular OTT platform inIndia according to data from a mobile advertising and Internet service provider. Although inmy opinion, Netflix will be the market leader in the medium term among millennials as it is agiant global player and it entered India powerful, mainly due to the youth inspired by westernculture.