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OTT Platforms in the Future Previously, video information could only be accessed through television or movie theatres. India has seen a significant surge in the consumption of video content on various online platforms in recent times. The key drivers of this exponential rise are commonly mentioned as deeper internet penetration and ever-increasing smartphone usage. The OTT platform's future in India:Without an uncertainty, the most popular digital consumption platform is over-the-top (OTT). This phrase applies to both marketers and customers of the country's entertainment industry. With the help of extremely precise content consumption behaviour data, OTT video platform allows advertisers to mass customise their ads in a seamless manner. India is the world's fastest-growing OTT market, with forecasts showing that it will be among the top countries in terms of digital and OTT media content income or worth by 2022. According to a poll, the Indian OTT sector is predicted to achieve a market value of INR 237.86 billion by 2025, with 29 million paid subscribers. In the first half of 2020, Indian customers have grown even more acclimated to watching content via OTT platform, making the future of OTT highly profitable. While huge OTT providers are at the vanguard of on-demand video delivery on a national scale, regional-language-focused OTT video streaming platforms are gaining traction in certain markets, becoming the new mainstream in these areas as well as the global dispersed community. Another study found that the majority of Indian customers prefer to watch video content in regional languages. So much so that big regional film and television releases are now being shown on localised OTT channels instead of traditional cinemas. In the aftermath of a pandemic, OTT platforms:The OTT platforms will confront the most important challenge when the atmosphere returns to normal following the Pandemic. When other forms of entertainment, such as movie theatres, live shows, live performances, sports, gymnasiums, and so on, resume, it remains to be seen how OTT video streaming platforms will handle the matter. Viewers' interest in over-the-top (OTT) media may be waning. This is evidenced by the fact that, despite the absence of a stadium audience for the IPL, viewership on television and other live media climbed dramatically over previous years.Movie theatres were the first to close and the last to reopen because to the Pandemic and lockdown. However, once the environment returns to normal, this industry may witness a rebound. However, the gain in one thing is offset by a decrease in another. Furthermore, OTT streaming services may face stiff competition from other entertainment options. It will be fascinating to see how this industry responds and maintains its position in the entertainment industry. Conclusion: A pull for content consumers across the country is created by diverse material, distinctive series, direct-to-digital releases, reliable OTT streaming services at low-cost subscriptions for many users or pocket users. In addition to the country's existing top OTT platforms, the diverse character of Indian consumers (in terms of language, genre, content format, hobbies, and so on) has prompted the formation of a swarm of regional OTT platforms to cater to these unique consumer groups. https://recesscolt80.tumblr.com/post/685199478547939328/article-4 https://bauer-blom.technetbloggers.de/article-7