Evolving OTT ecosystem and the rise of differentiated, ownership-led digital models

Mint featured Dr Rashmi Jain, Associate Professor - Marketing and International Business, K J Somaiya Institute of Management, for her insights on the evolving OTT ecosystem and the rise of ownership-led digital models.

She observed that the OTT landscape now extends beyond subscription formats to include AVoD, FAST and bundled services. Her perspectives highlight how format diversification across short series, podcasts and regional-first contentis fundamentally reshaping global consumption patterns.

The piece emphasizes the strategic shift towards IP ownership and direct-to-fan relationships, reinforcing the Institute’s commitment to academic thought leadership in marketing and digital media.