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Decoding the scope of OTT platforms for today’s advertisers

Are OTT platforms pushing the limits on ad spends or just nibbling away at the marketer’s allocation for YouTube, Facebook and TV? What will it take to unleash the potential of OTT platforms in India?

The OTT market in India will grow at 21.8% CAGR from Rs 4,464 crore in 2018 to Rs 11,976 crore in 2023, according to PwC’s Global Entertainment & Media Outlook 2019–2023. Unlike global players like Amazon Prime and Netflix, India’s home-grown OTT platforms are spurred by advertising. In fact, some of them have really risen to the occasion with media planners indicating that Hotstar is the single largest platform for advertising today after Google and Facebook in India. But have the others caught on to the bandwagon just as fast? What kind of scope do OTT platforms provide to advertisers today and what are their limitations? …Click here to read the full story