“ People are consuming more content than ever before, and there are also more players entering the space. So, it is right to anticipate that the content ecosystem will be growing at a staggering pace in the coming years.”
“We are witnessing a structural shift that’s caused by humongous uptake of smartphones in India and rapid drop in data prices coupled with sharp rise in data consumption. And video is at the centre of it,” explains Manav Sethi, chief marketing officer at ALTBalaji, the video streaming app owned by Ekta Kapoor’s Balaji Telefilms.
Even as the digital content ecosystem evolves, the single biggest challenge is monetization. But OTT operators say that monetization models will emerge now that they are getting the audiences.
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