Addressing the Valedictory Session at a recent industry forum, Gaurav Gandhi, Country Head, Amazon Prime Video, India expressed his belief in India being the fastest growing OTT market in the world and having the potential to be the largest as it builds scale, with its strong foundation already.

Explaining the three reasons why, he said, “One, OTT segment in India has a huge base of consumers with an insatiable appetite for entertainment and disposable income to pursue the best experiences; two, a very rich pool of creators who have the power to create world-class entertainment experience and third the deep penetration of connectivity via affordable broadband available ubiquitously across multiple devices.”

Responding to the contribution of OTT Players in fueling this growth, he explained the role that Prime Video is playing in contributing to a prolific creative economy, “We are contributing by addressing some of the most significant challenges that currently exist in fueling the growth of the M&E industry. To begin with, we broke the barrier of geographies, addressing the challenge of reach or distribution. For example, today, Prime Video serves 99% of Pin Codes of the nation and reaches 240 countries & territories around the world.” He added, “Another barrier that we have broken is the limitation of viewership imposed by language. Good content travels across boundaries with subs and dubs. For example, movies in Malayalam, Telugu, and Tamil are being viewed by mainstream audiences, which is evident from the fact that 50% of the viewing of different language movies in India comes from outside the home state.  All of this has been made possible by enabling creators to get their stories to reach the customers through the power of video streaming.”

He thanked the observation of Hon. Minister for Information and Broadcasting, Shree Anurag Thakur about the role of the OTT industry as a ‘force of good’ in creating jobs across the M&E ecosystem and fueling its growth. Responding to a question on the ‘soft power’ of the OTT industry, he said, “As high caliber content from India is viewed by international audiences, we are not just presenting India to the rest of the world, we are showcasing our rich heritage and diverse culture to the rest of the world. We are also bringing India closer to itself as consumers view regional content outside its home state and gain a deeper appreciation of the rich diversity of our nation.