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The first dependent Indian OTT platform was BIGFlix, launched by Reliance Entertainment in 2008. [1] In 2010 Digivive launched India's first OTT mobile app called nexGTv, which provides access to both live TV and on–demand content. nexGTV was the first app to live–stream Indian Premier League matches on smart phones and did so during 2013 and 2014.
Ullu is an Over-The-Top media streaming platform, owned and maintained by Vibhu Agarwal, founder and group CEO of Ullu and Atrangii. [ 2 ] [ 3 ] [ 4 ] It is currently available for Android and iOS .
Eros Now is an Indian subscription-based over-the-top, video on-demand entertainment and media platform, launched in 2012. It is owned and controlled by Eros Digital, the Indian digital media management arm of the Indian-American multinational media company Eros Media World. The network offers media streaming and video-on-demand services. [2]
As a result, Indian cinema is witnessing some of its highest digital rights deals ever, as platforms compete to attract a growing audience eager for on-demand content. This shift underscores a transformative phase for the industry, where digital distribution is increasingly becoming a vital revenue source for filmmakers and studios.
In 2019, the record of simultaneous users watching an OTT event was set at 18.6 million in India by Disney Entertainment's video streaming platform Hotstar. [26] The record was broken again in 2023 with 59 million concurrent viewers during the ICC Cricket World Cup final on Disney+ Hotstar. [27]
On 20 February 2019, MX Player was relaunched as an OTT platform with original programming. It also licensed content from various Indian and International studios including FilmRise, Sonar Entertainment, Screen Media Films, Vipin Agnihotri Films, Hungama, Shemaroo, Paramount Pictures, Sony Entertainment and Sun TV Network.
The broadcasting subsidiary Network18 Group is the controlling partner in two mass media joint ventures, Viacom18 and AETN18, through which it operates the OTT platforms of Voot, the production house Viacom18 Studios, the television networks of Colors TV, Nickelodeon, Comedy Central, VH1, MTV and the channel History TV18.
YuppTV is an over-the-top (OTT) content provider for South Asian content including live television and films with recording and storage features. YuppTV allows broadcasters and content providers to reach an audience, and allows consumers to view content on up to six screens of connected TVs, STBs, PC, smartphones, tablets and game consoles.