Research Article Open Access

“Rise of OTT Platforms in India: A Case Study of Monetisation Models & Regulatory Concerns”

Abstract

Purpose: With the advent of the digital era and significant ICT advancements, Producers and content providers are leveraging data-driven forms of online streaming of the data to target consumers individually. The present study integrates Regulatory concerns regarding the data available on online streaming platforms and to study the monetisation models to investigate consumer behaviour towards adoption of online streaming platforms or Over-the-Top (OTT). Design/methodology/approach: The study uses exploratory research design mainly focused on Indian context, which has seen a significant increase in the number of OTT users in recent years. This paper uses fundamental approach because it relies on secondary data taken from various published articles, Journals, websites and Reports. The paper based on thematic and theoretical approach. Findings: The findings indicate that the OTT market is thriving and has the potential to expand significantly in the future. Prior to the rise in consumption, there were no laws or regulations governing the content that was made available through overthe- top services. But as OTT demand grows and subscription rates climb, there is a need for subjectivity since the content on OTT is more vivid than on conventional platforms. Later, to address these issues, the MIB has published the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules in 2021, these new laws require OTT platforms to have a robust, three-tier grievance redressal system for the regulation. But further, along with the advancement of the digital environment and technology for content distribution, the regulatory framework for the digital industry will also need to be reviewed. To create an effective and equitable regulatory system, policymakers and stakeholders need stay in contact. This will assist to ensure that any significant limits are fine-tuned, implementation challenges are overcome, and regulatory abuse is avoided. Practical implications: The present study is one of the initial attempts to understand the Regulatory concerns regarding the OTT contents. The current study helps to gain insight about the rise of OTT or online streaming services in India. Future research can compare the regulatory regimes of other nations in terms of OTT with the Indian scenario. Originality/value: As the country moves to digital, it is critical to grasp the regulatory issues and developments in the OTT business in relation to the present OTT contents available to the audience. 

Priya Tyagi 

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