A Case Study of Business and Regulatory Trends

As broadband internet and smartphone penetration increased, especially in emerging markets like India, a new chapter began in the OTT story. The Indian market, with its diverse linguistic and cultural landscape, quickly became one of the most competitive OTT battlegrounds. Local platforms such as Hotstar (now Disney+ Hotstar), ALTBalaji, and Zee5 began catering to regional tastes, offering content in multiple Indian languages. The localization of content became a defining strategy, allowing these platforms to tap into audiences that global giants initially overlooked.
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