30Jan 2025

MONETISATION CHALLENGES AND GROWTH STRATEGIES IN INDIAS OTT MARKET: AN ANALYSIS IN 2023

  • Research Scholar, Research Department of Commerce, University of Mumbai, Kalina, Santacruz, Mumbai.
  • Research Guide, Professor, Department of Commerce, University of Mumbai, Kalina, Santacruz, Mumbai.
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This study critically assesses monetization challenges and growth strategies of Over the Top (OTT) platforms in Indias growing $5B+ market in 2023. The research identifies price sensitivity, fragmented payment systems, and intense competition using a cross-sectional survey of 120 financial experts from the top OTT firms.  The findings display the dominance of hybrid revenue models, and the key to regional content is diversification. The study results demonstrate how revenue strategies depend heavily on regulatory frameworks and economic factors. As a contribution to this academic gap, this research provides actionable insights for OTT policymakers to help monetize Indias heterogeneous digital landscape, fuelling the growth of the Indian OTT market.

[Abhishek Vora and Kinnarry Thakkar (2025); MONETISATION CHALLENGES AND GROWTH STRATEGIES IN INDIAS OTT MARKET: AN ANALYSIS IN 2023 Int. J. of Adv. Res. (Jan). 463-475] (ISSN 2320-5407). www.journalijar.com

Abhishek Vora
Mumbai University
India

DOI:

Article DOI: 10.21474/IJAR01/20218      
DOI URL: https://dx.doi.org/10.21474/IJAR01/20218

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