RISE OF OTT
January 2016 has to be seen as a watershed moment in the history of the media in India. With the launch of the streaming platform Netflix, the manner by which an entire public consumed content whether it be cinema or television shows changed. Soon after, in December of the same year, Amazon extended its own OTT platform ‘Prime Video’ to India. Not only did this change the way by which we consumed content but was also a major shift in the content itself. Whether it be the immensely popular ‘Sacred Games’ or ‘Lust Stories’ on Netflix or ‘Mirzapur’ and ‘Made in Heaven’ on Amazon Prime. India is undergoing a major shift in consumption mechanisms with platforms like Alt Balaji and Hotstar also gaining viewership.