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Here Is How OTT Platforms Are Rapidly Rising, Along With Your Screen Time!

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When did you watch the last movie in theatres? Of course, the answer will be around one year ago. When did you watch any movie last time? The answer may be a week ago, yesterday, or today itself. Then, how did you watch it? Maybe on television or the laptop.

It is not common today to watch any film or any show on television with family because everyone has their own choice. Therefore, people like to watch movies/shows on mobile phones or PCs. The platform you are using, be it MX Player, Amazon Prime, or Netflix, falls under the OTT platform.

What Is An OTT Platform?

The OTT platform, also known as the Over the Top platform, refers to a platform where you can access various movies and television content using the Internet without the traditional use of cable/satellite.

The rapid growth of the OTT platform in India can be said by looking at the statistics that by 2024 India is set to become the sixth-largest OTT market in the world. 

Your Complete Guide to Over-The-Top (OTT) Advertising
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    Adaptation of Western Culture

       People started living in cities with small families and their source of entertainment gradually changed. From using the phone for entertainment with the whole family to using traditional television, the adaptation of Western culture in this way influenced the rise of OTT platforms.

    Choices vary among different people

Different people have different choices, different opinions. For example, Alex has five members in his family. He is living with his parents and grandparents. He wanted to watch his favourite cartoons, but his father wanted to watch the news while his grandparents demanded some devotional shows. If his family has a TV, it is impossible to meet everyone’s needs. So, one of the best options may be the use of the “OTT platform”, where they can view anything on their gadget.


The best thing about the OTT platform is that it is differentiated from a normal TV set, it is based on the following slogan: “Anytime, Anywhere, Everyone”

Anytime – The user can watch their favourite shows at any time, because the shows are already on the web, except for just a few clicks;

Anywhere– User can watch shows anywhere, the only requirement is a gadget and internet facility (in case of online streaming otherwise shows can be downloaded also);

 Everyone– Any person with any gadget can access the platform. You just need to create an account on that platform and can use it.

    Quality and Fresh Content

The OTT platform gives you the option to watch anything. People are also attracted to these platforms because they are tired of traditional TV serial especially Indian serial which is endless.

    Streaming Before Television

         Some TV shows, as well as films, are streamed on online platforms long before they are launched in general television. Therefore, for the first show lovers of films or any web series, this is the right platform to give new heights to their passion.

Some Leading OTT Platforms are:

Disney Plus Hotstar

Disney Plus Hotstar is an OTT platform, which is famous among people for its IPL coverage. It is a company owned by Star India, a subsidiary of Walt Disney Company India. Hotstar is one of the best platforms for anyone with any kind of option.

One of the marketing strategies that made Hotstar, was a “Hotstar Watch n Play” contest to make passive viewers active players. Hotstar’s business model includes freemium and premium where free content is available for freemium and paid content is available for premium customers.


 ZEE 5 is another leading OTT platform owned by Essel Group with its subordinate entity ZEE Entertainment Enterprises. Launched in February 2018 like any other OTT platform, its content is available in twelve languages ​​and shows from the ZEE channel are also available with drama, thriller, crime. In 2019,

ZEE 5 claimed to have around 56 million active users. In addition, it recorded an almost 80% increase in membership during the lockdown.

Watching porn online? Google is watching you ;) - Get Ahead
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If you are a big fan of “Bigg Boss”, and never miss any episode, Woot can be your favourite app among all the apps on your phone. Voot is another OTT platform founded by Viacom 18 Digital Ventures. You can enjoy Colors TV’s various TV shows with blockbuster movies. According to the latest news,

VOOT will be the first AVOD (advertisement based on demand based) platform in India to be a profitable business.


Amazon Prime is an American company better known for its web series like “Mirzapur”. Its content is also available in foreign languages ​​including Dutch, italics etc. If you are in India only with knowledge of the Indian language, you can get material in Hindi as well as English. But unlike other OTT platforms such as Hotstar, ZEE5 or Voot,

You cannot find regional languages ​​here. For web series lovers, Amazon Prime is one of their favourites. You can also enjoy Hollywood movies and shows here that attract viewers who are always attracted to foreign shows. Amazon Prime’s latest marketing strategy involves launching a mobile-only plan in India.

He claimed that in the third quarter of 2020 internationally there was an increase of nearly 80% of the Prime members.


Netflix is ​​one of the most popular OTTs, ideal for someone who is interested in international shows. It is an American company with a VOD (video-on-demand) business strategy. It is available in about twenty languages ​​including English, Spanish, Portuguese etc.

The marketing strategy adopted by Netflix is ​​the oldest, but the company is still reaping the benefits. The company focuses on e-mail marketing with an ML and AI-based system. Without this,

They are concerned about user privacy, and therefore they adopt personalized marketing in which no two users will get the same homepage. During the lockdown, Netflix reaches 16 million users in three months.


MX Player is an OTT platform that provides content in all format of audio (including AC-3) with subtitled support. It is available in eleven languages. The best thing about MX Player is that it provides you with audio content which makes it different from the rest of the platform. You get different music and shows

No need to switch to separate platforms.

During the lockdown, the MX player registered 141 million unique visitors.


Sony Liv is another OTT platform that is popular with people as it provides a platform for the “Play Along” contest and gives viewers a chance to reach the hot seat of “Kaun Banega Crorepati”. Sony Liv was launched in 2013 by Sony Picture India Private Limited. It lets you explore all of Sony Entertainment Television’s shows, It offers to a stream of cricket, football, WWE, UFC, so it is ideal for a sports lover. Apart from all these, the platform has around 700 films. In December 2020, Sony LIV reached 26.14 M visits and achieved the first-class rank in the field of arts and entertainment. 


After the arrival of COVID-19, when the cinema hall was closed due to lockdown and the shooting of every film, serials were stopped, the main concern was to provide fresh content to the user and to release or launch previous unreleased shows. Had to do it. Movies. The only way for producers to launch their content online is through certain platforms and OTT platforms were those. Films such as “Gulabo-Sitabo”, “Gunjan Saxena” and “English Medium” are among the leading films that were launched online after the outbreak of COVID-19.

Govt to regulate OTT, online news platforms | Hindustan Times
Lockdown brings families closer and increased screen time to OTTs. Representative image only.

What Challenges to OTTS Face?

  • Safety and Privacy

Security and privacy are among the biggest concerns facing any tech giant. Similarly, OTT platforms should be aware of all these issues. The data stored in their platform should not be used for illegal purposes either while signing in to the platform or their search history. Otherwise, this will badly affect the image of OTT platforms and people will start to feel hesitant before using them.

  • Maintain or Fulfillment of user demands

One reason for people to switch from traditional TV to OTT platforms is to get fresh and quality content. Especially Indian TV serials as TV serials are bogus and endless. With the increase in the number of users of OTT platforms, various demands will be raised. That’s why OTT platforms must ensure to provide and maintain content according to user demand.

What Does The Future Look Like For OTTs?

The future of OTT platforms is glorious. With new advanced technologies like Artificial Intelligence and Big Data Analysis, users can be recommended for better content with the help of a recommendation system. China, South Korea and Japan have already launched their 5G technology.

It is expected that India will be the fourth in Asia to join the queue. There is no doubt that India needs this technology. For a country with a population of about 135 crores, all things cannot go manually and consume a lot of time. Technological infrastructure needs to be developed. In the last few years, India has taken steps to develop its internet protocol, but progress is still needed. Therefore, it can be said that the OTT platform will have a great future.

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An ambassador and trained facilitator under Eco Femme (a social enterprise working towards menstrual health in south India), Sanjina is also an active member of the MHM Collective- India and Menstrual Health Alliance- India. She has conducted Menstrual Health sessions in multiple government schools adopted by Rotary District 3240 as part of their WinS project in rural Bengal. She has also delivered training of trainers on SRHR, gender, sexuality and Menstruation for Tomorrow’s Foundation, Vikramshila Education Resource Society, Nirdhan trust and Micro Finance, Tollygunj Women In Need, Paint It Red in Kolkata.

Now as an MH Fellow with YKA, she’s expanding her impressive scope of work further by launching a campaign to facilitate the process of ensuring better menstrual health and SRH services for women residing in correctional homes in West Bengal. The campaign will entail an independent study to take stalk of the present conditions of MHM in correctional homes across the state and use its findings to build public support and political will to take the necessary action.

Saurabh has been associated with YKA as a user and has consistently been writing on the issue MHM and its intersectionality with other issues in the society. Now as an MHM Fellow with YKA, he’s launched the Right to Period campaign, which aims to ensure proper execution of MHM guidelines in Delhi’s schools.

The long-term aim of the campaign is to develop an open culture where menstruation is not treated as a taboo. The campaign also seeks to hold the schools accountable for their responsibilities as an important component in the implementation of MHM policies by making adequate sanitation infrastructure and knowledge of MHM available in school premises.

Read more about his campaign.

Harshita is a psychologist and works to support people with mental health issues, particularly adolescents who are survivors of violence. Associated with the Azadi Foundation in UP, Harshita became an MHM Fellow with YKA, with the aim of promoting better menstrual health.

Her campaign #MeriMarzi aims to promote menstrual health and wellness, hygiene and facilities for female sex workers in UP. She says, “Knowledge about natural body processes is a very basic human right. And for individuals whose occupation is providing sexual services, it becomes even more important.”

Meri Marzi aims to ensure sensitised, non-discriminatory health workers for the needs of female sex workers in the Suraksha Clinics under the UPSACS (Uttar Pradesh State AIDS Control Society) program by creating more dialogues and garnering public support for the cause of sex workers’ menstrual rights. The campaign will also ensure interventions with sex workers to clear misconceptions around overall hygiene management to ensure that results flow both ways.

Read more about her campaign.

MH Fellow Sabna comes with significant experience working with a range of development issues. A co-founder of Project Sakhi Saheli, which aims to combat period poverty and break menstrual taboos, Sabna has, in the past, worked on the issue of menstruation in urban slums of Delhi with women and adolescent girls. She and her team also released MenstraBook, with menstrastories and organised Menstra Tlk in the Delhi School of Social Work to create more conversations on menstruation.

With YKA MHM Fellow Vineet, Sabna launched Menstratalk, a campaign that aims to put an end to period poverty and smash menstrual taboos in society. As a start, the campaign aims to begin conversations on menstrual health with five hundred adolescents and youth in Delhi through offline platforms, and through this community mobilise support to create Period Friendly Institutions out of educational institutes in the city.

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A student from Delhi School of Social work, Vineet is a part of Project Sakhi Saheli, an initiative by the students of Delhi school of Social Work to create awareness on Menstrual Health and combat Period Poverty. Along with MHM Action Fellow Sabna, Vineet launched Menstratalk, a campaign that aims to put an end to period poverty and smash menstrual taboos in society.

As a start, the campaign aims to begin conversations on menstrual health with five hundred adolescents and youth in Delhi through offline platforms, and through this community mobilise support to create Period Friendly Institutions out of educational institutes in the city.

Find out more about the campaign here.

A native of Bhagalpur district – Bihar, Shalini Jha believes in equal rights for all genders and wants to work for a gender-equal and just society. In the past she’s had a year-long association as a community leader with Haiyya: Organise for Action’s Health Over Stigma campaign. She’s pursuing a Master’s in Literature with Ambedkar University, Delhi and as an MHM Fellow with YKA, recently launched ‘Project अल्हड़ (Alharh)’.

She says, “Bihar is ranked the lowest in India’s SDG Index 2019 for India. Hygienic and comfortable menstruation is a basic human right and sustainable development cannot be ensured if menstruators are deprived of their basic rights.” Project अल्हड़ (Alharh) aims to create a robust sensitised community in Bhagalpur to collectively spread awareness, break the taboo, debunk myths and initiate fearless conversations around menstruation. The campaign aims to reach at least 6000 adolescent girls from government and private schools in Baghalpur district in 2020.

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A psychologist and co-founder of a mental health NGO called Customize Cognition, Ritika forayed into the space of menstrual health and hygiene, sexual and reproductive healthcare and rights and gender equality as an MHM Fellow with YKA. She says, “The experience of working on MHM/SRHR and gender equality has been an enriching and eye-opening experience. I have learned what’s beneath the surface of the issue, be it awareness, lack of resources or disregard for trans men, who also menstruate.”

The Transmen-ses campaign aims to tackle the issue of silence and disregard for trans men’s menstruation needs, by mobilising gender sensitive health professionals and gender neutral restrooms in Lucknow.

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A Computer Science engineer by education, Nitisha started her career in the corporate sector, before realising she wanted to work in the development and social justice space. Since then, she has worked with Teach For India and Care India and is from the founding batch of Indian School of Development Management (ISDM), a one of its kind organisation creating leaders for the development sector through its experiential learning post graduate program.

As a Youth Ki Awaaz Menstrual Health Fellow, Nitisha has started Let’s Talk Period, a campaign to mobilise young people to switch to sustainable period products. She says, “80 lakh women in Delhi use non-biodegradable sanitary products, generate 3000 tonnes of menstrual waste, that takes 500-800 years to decompose; which in turn contributes to the health issues of all menstruators, increased burden of waste management on the city and harmful living environment for all citizens.

Let’s Talk Period aims to change this by

Find out more about her campaign here.

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A former Assistant Secretary with the Ministry of Women and Child Development in West Bengal for three months, Lakshmi Bhavya has been championing the cause of menstrual hygiene in her district. By associating herself with the Lalana Campaign, a holistic menstrual hygiene awareness campaign which is conducted by the Anahat NGO, Lakshmi has been slowly breaking taboos when it comes to periods and menstrual hygiene.

A Gender Rights Activist working with the tribal and marginalized communities in india, Srilekha is a PhD scholar working on understanding body and sexuality among tribal girls, to fill the gaps in research around indigenous women and their stories. Srilekha has worked extensively at the grassroots level with community based organisations, through several advocacy initiatives around Gender, Mental Health, Menstrual Hygiene and Sexual and Reproductive Health Rights (SRHR) for the indigenous in Jharkhand, over the last 6 years.

Srilekha has also contributed to sustainable livelihood projects and legal aid programs for survivors of sex trafficking. She has been conducting research based programs on maternal health, mental health, gender based violence, sex and sexuality. Her interest lies in conducting workshops for young people on life skills, feminism, gender and sexuality, trauma, resilience and interpersonal relationships.

A Guwahati-based college student pursuing her Masters in Tata Institute of Social Sciences, Bidisha started the #BleedwithDignity campaign on the technology platform, demanding that the Government of Assam install
biodegradable sanitary pad vending machines in all government schools across the state. Her petition on has already gathered support from over 90000 people and continues to grow.

Bidisha was selected in’s flagship program ‘She Creates Change’ having run successful online advocacy
campaigns, which were widely recognised. Through the #BleedwithDignity campaign; she organised and celebrated World Menstrual Hygiene Day, 2019 in Guwahati, Assam by hosting a wall mural by collaborating with local organisations. The initiative was widely covered by national and local media, and the mural was later inaugurated by the event’s chief guest Commissioner of Guwahati Municipal Corporation (GMC) Debeswar Malakar, IAS.

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