OTT platforms squeeze more from loyal viewers as easy growth fades
Layered monetization
“The shift in the monetization model reflects a natural evolution of India’s OTT landscape as platforms transition from a pure scale game to sustainable unit economics. Instead of opting for abrupt price hikes, which risk consumer pushback, they are introducing layered monetization structures that protect the base while unlocking higher value from premium-seeking cohorts,” said Rajesh Sethi, partner and leader – media, entertainment and sports, PwC India.
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