MONETISATION CHALLENGES AND GROWTH STRATEGIES IN INDIAS OTT MARKET: AN ANALYSIS IN 2023

This study critically assesses monetization challenges and growth strategies of Over the Top (OTT) platforms in Indias growing $5B+ market in 2023. The research identifies price sensitivity, fragmented payment systems, and intense competition using a cross-sectional survey of 120 financial experts from the top OTT firms.  The findings display the dominance of hybrid revenue models, and the key to regional content is diversification. The study results demonstrate how revenue strategies depend heavily on regulatory frameworks and economic factors. As a contribution to this academic gap, this research provides actionable insights for OTT policymakers to help monetize Indias heterogeneous digital landscape, fuelling the growth of the Indian OTT market.