He added: "Unlike the common thought that urbanites are watching more content online, 65 per cent video consumption is coming from the rural parts of the country thanks to cheap data plans, especially from Reliance Jio, and affordable smartphones. Those who cannot afford to buy a smart, connected TV are now streaming OTT content on phones."
On cable TV, he said: “The viewing habits have changed and digital service providers - from Netflix to Hotstar - are bombarding users with original videos-on-demand, threatening the very existence of cable TV with a set-top box.”
He added that OTT apps like Hotstar, ALT Balaji, Zee5, Voot, BigFlix, Sony LIV, Eros Now - apart from the global giants like Netflix, Hulu and Amazon Prime Video - have flooded the smartphone screen.
On telcos, he commented: "Telcos have the network and data while OTT players are software-driven platforms. Telcos need to build a synergy with OTT players. There is no question of 'level playing' field as these are two different entities.”
He added: "An OTT player cannot become a TSP but a TSP can become an OTT player so it is actually the other way around. OTT players who have low-entry barrier can actually demand a level-playing field as TSPs strive to enter the original video-streaming space."