ArdorComm Media Group

Indian OTT platforms are facing monetization issues

The Over-the-top video streaming platforms in India; Disney+Hotstar, Netflix, Amazon Prime Video and Voot, and many more, might seem to have been making deeper roots in the country but are still very far from making profitable numbers in their account. This is due to the streaming firms being trapped with high content costs, low Arpus (Average revenue cost per user), an uncrowded market with an end number of options, the availability of free-of-cost ad-based platforms, and the challenges of piracy. Other than just creating web originals these big platforms of OTT are also acquiring digital rights for various films, and video streaming services. For this the OTT platforms are being expected to spend Rupees 1,920 crore. But as a matter of concern, as per a report by media consulting firm Ormax, 110.5 million out of 353.2 million only watch paid content on OTT.


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