OTT video content to fuel 50% of total revenue growth for India’s video market

India’s video market is on the cusp of a major transformation, with premium online video-on-demand (VoD) content set to play a pivotal role. A new report commissioned by Prime Video India and conducted by Media Partners Asia (MPA) reveals that streaming VoD will fuel half of the new revenue growth in the country’s video sector. The report, Beyond Screens – Streaming VOD’s Impact on The Creative Economy, underscores the rapid evolution of video consumption and its significant implications for the industry.