Post-Pandemic OTT Media Hegemony in India: A Socio-Economic Perspective

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Following the COVID-19 pandemic, OTT media consumption made its way to India, revolutionizing the entertainment industry and altering how consumers consumed entertainment. The lockdown has forced consumers to stay home. It has brought about a paradigm shift in consumer behavior. The convenience of consuming content on OTT platforms is driving the growth of this sector. The entertainment sector is doing well with OTT services thanks to the rise in smartphone technical changes and rising internet usage. Due to the abundance of spare time and appetite for entertainment during the pandemic, OTT demand has been greatly influenced. India is a booming market, surpassing Australia, Germany, and South Korea and will become the sixthlargest market in 2024 with a CAGR of 28.6%, as per the PricewaterhouseCoopers report (PwC) published in August 2022. The OTT market continues to increase with growing demand in India. The data were collected from secondary sources. The research reveals that throughout the pandemic, both data usage and subscribers to the internet increased. The main drivers of OTT growth are cheap data plans, broadband penetration, and increasing smartphone sales. It aims to assess how OTT media companies are engaged in their promotion and strategy plans from a socio-economic perspective. The study shows that Hotstar has the highest market share, with 41%, followed by Eros Now at 24%. The findings show that the lockdown has brought socio-economic changes in the consumption patterns of consumers.