Mumbai: Internet and Mobile Association of India’s (IAMAI) 18th India Digital Summit, was held at Jio Convention Centre, BKC on 27 and 28 February. Many dignitaries where present from the digital advertising and martech industry and also many session from various sector took place. One such highlighting session was the fireside chat which dwelled deep into the challenges, opportunities, and triumphs of live content on OTT in India. The chat was moderated by sports broadcaster Mayanti Langer and featured Viacom 18 Media Pvt Ltd CEO (Sports) Anil Jayraj. The event provided a comprehensive understanding of the rapidly evolving OTT landscape in the country and also the exponential growth of sports content especially cricket.
The session kicked off with an exploration of the challenges plaguing the OTT industry in India. From technological hurdles to content censorship regulations, Jayraj shared about the obstacles hindering the seamless delivery of live content to consumers. Issues such as bandwidth constraints and infrastructure limitations were also addressed, highlighting the need for innovative solutions to ensure uninterrupted streaming experiences for users across diverse demographics.
Jayraj also shed light on the opportunities awaiting OTT platforms in India. With the growth of digital penetration and the rising popularity of smartphones, the country presents a fertile ground for content creators and distributors. The chat explained the importance of personalised content recommendations, user engagement strategies, and monetisation models tailored to the Indian market.
Against the backdrop of challenges and opportunities, the session celebrated the triumphs of OTT platforms that have successfully carved a niche in the Indian sports ecosystem. From sports events to music concerts, the power of live streaming in fostering real-time interactions and community building was evident.
As the session drew to a close, participants were left with a sense of optimism for the future of OTT in India. With advancements in technology and changing consumer behaviors reshaping the way content is consumed and distributed, the journey ahead promises both challenges and opportunities for stakeholders across the ecosystem.
