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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.
An over-the-top media service (OTT) is a streaming media service offered directly to viewers via the Internet. OTT bypasses cable , broadcast , and satellite television platforms, the companies that traditionally act as controllers or distributors of such content.
ALTT is an Indian content-based video-on-demand platform. ALTT is available across 32 different interfaces for its viewers. [7] The content has been made available on mobile and Tablet Devices (Apple phone, Apple iPad, Android phone, Android tablet), Web browser (Desktop Browser), Chromecast, Android TV, Apple TV, Amazon Fire TV, Roku, and Windows (Windows PC, Windows Mobile, Windows tablet).
This shift underscores a transformative phase for the industry, where digital distribution is increasingly becoming a vital revenue source for filmmakers and studios. Currently, the OTT audience in India stands at 547 million users, reflecting a 14% increase from 2023’s 481 million, representing a 38% market penetration. [5]
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. [3]
JioCinema is an Indian subscription video-on-demand over-the-top streaming service owned by JioStar, a joint venture between Reliance Industries, Viacom18 and Disney India. the service was launched on 4th May 2016.
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 video distributor controls access through an app, a separate OTT dongle, or a box connected to a phone, PC, or smart television set. By mid-2017, 58 percent of US households would access one in a given month, and advertising revenues from OTT channels exceeded revenue from videos playing in web browsers on desktops and laptops. [25]
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