Summary:

The video entertainment industry in India is changing into a hybrid market where viewers have a say in the production, distribution, and monetisation of content on various platforms. To adapt to shifting customer needs, entertainment organisations are implementing blended revenue models that combine subscriptions, advertising, commerce, and transactions. As a result, a multi-format ecosystem with premium content, creator-led videos, and micro-dramas is now available on mobile devices, connected TVs, and televisions. While increasing the variety of viewing options and monetisation tactics, major platforms such as JioStar, Prime Video, and YouTube are merging technology, commerce, and content. While connected TVs, IPTV, and broadband services continue to gain popularity, mobile devices continue to be the primary screen. In order to remain competitive in the face of divided consumer attention, entertainment organisations are adopting flexible business models and diverse distribution tactics.

Source: IBEF

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