Focus on regional Originals as Netflix, Disney+Hotstar, Amazon Prime, ZEE5, AltBalaji and Viacom 18 eye consumers in Tier-II cities and beyond to power their next phase of growth.
Globally, as OTT grows from strength to strength, it has fuelled a demand for localised content. In 2021, this trend will define the future of OTT platforms.
Prashan Agarwal, CEO, Gaana, talks about the trends in the music streaming industry and the change in consumption patterns during the lockdown.
Smaller cities like Lucknow, Pune, and Patna consume most content, whereas Gurugram is the last city to log off.
Sees only four to five OTT players remaining in India after consolidation.
