The growth of OTT (Over-the-Top) platforms has been significant in the last few years. The space is driven by shifts in consumer habits, technological advancements, and global expansion. Today, the popularity of streaming platforms has upsurged as audiences seek personalized, on-demand content that fits into their schedules and interests. Furthermore, the COVID-19 pandemic has played a significant role in accelerating this trend, with lockdowns leading to record numbers of subscribers and viewing hours across platforms such as Netflix, Amazon Prime Video, and Disney+. As of 2024, OTT has evolved into a mainstream entertainment medium, replacing traditional cable subscriptions for many users worldwide.Furthemore, OTT platforms are now investing heavily in original content and regional programming to attract diverse audiences and cater to local tastes. Additionally, OTT platforms are experimenting with different pricing models, including ad-supported tiers, to cater to a broader audience and increase accessibility.With the advancements in AI and machine learning, it will play a significant role in shaping the OTT experience, going forward. allowing for more refined content recommendations and personalized user interactions. Additionally, partnerships between OTT platforms and telecom providers are expected to become more common, offering bundled packages that make streaming more accessible, especially in emerging markets. Looking at the rise of OTT and how it is shaping the future of entertainment, Media & Entertainment Outlook brings to you the inside story about `10 Most Promising OTT Platforms in India - 2024.' This publication focuses on how these platforms have carved a niche for itself when it comes to offering personalized, accessible, and a growing variety of content to appeal to global audiences.Samrat PradhanManaging Editoreditor@mediaandentertainmentoutlook.comRevolutionizing Content Viewing with More Personalized and Intuitive Content Deliverability
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