India, Jan. 31 -- Entertainment consumption trends in India have swung like a pendulum in the past five years. While the Covid-induced lockdowns put a dampener on India's flourishing movie theatre businesses, it proved to be a blessing for over-the-top (OTT) streaming platforms.

While many of these platforms were already operational in the country for some years by then, what exacerbated the influx of users to these streaming platforms were strong tailwinds such as affordable high-speed internet, a sharp uptick in the number of internet users and increased adoption of digital payments.

Since then, these players have only gained momentum. India's OTT streaming market has continued its rapid ascent, with a record 707 Mn internet users act...