Sidharth Singh, co-founder of marketing agency CupShup said India’s OTT services market is still nascent.

The audience would like to watch the scene unfold and market to consolidate before handing out their hard-earned money to the leader, he said.

Further, during the lockdown, audiences may have subscribed to platforms given the time on hand but with life returning to normal, many customers aren’t renewing subscriptions and it may take time for them to revisit their decision and come back to the platforms, Singh added.

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