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India's media & entertainment sector is innovating for the future - EY 1 Mar 2024 —

Indian audiences are exhausted with Western superheroes. They are turning back to their roots.

However, the true disruption occurred in the last decade with the "Digital Leap." With cheaper data plans (the "Jio effect") and affordable smartphones, the distribution bottleneck broke. Content was no longer bound by the cinema hall schedule or the TV remote; it became on-demand, personalized, and democratized.

: The Over-the-Top (OTT) market is expected to reach ₹21,032 crore by 2026 . Platforms like Disney+ Hotstar , JioHotstar , Netflix , and Amazon Prime Video have redefined viewing habits, with binge-watching becoming the new normal.

of a specific genre, like Horror or Mythology.