India: OTT Platforms See Better Than Expected Ad Growth in Festive Season
The 2021 festive season has turned out to be better than expected for over the top (OTT) platforms like Disney+ Hotstar, ZEE5, and MX Player, thanks to the presence of tent pole sports and entertainment properties complemented by aggressive spending by brands and marketers.
OTT industry executives say that the October-November-December (OND) period is looking to be a record-breaking quarter for the category in terms of ad growth.
While October saw peak advertising, brands continued to spend aggressively throughout November and are expected to shell out ad monies in December as well. As per market estimates, the OTT platforms are expected to grow their ad revenue anywhere between 20% and 30% during the festive quarter.