Ending Soon! Save 33% on All Access

The OTT Boom: Creating Content For 'Untapped Audience' MX Media believes in democratizing entertainment for users with a strong focus on being an 'everytainment app'

By Shrabona Ghosh

Opinions expressed by Entrepreneur contributors are their own.

You're reading Entrepreneur India, an international franchise of Entrepreneur Media.


The Indian over-the-top (OTT) video streaming market may record a compounded annual growth rate (CAGR) of more than 20 per cent to touch $13 billion–$15 billion over the next decade.

The secret to having a successful reach in the OTT platform is about knowing its audience. One of the growing OTT platforms, MX Player, has tapped this market. "Our distribution and reach is one of our biggest advantages and we consciously took a call that we will go with our massive untapped audience. For us, OTT 2.0 is about replacing television," said Karan Bedi, CEO, MX Media.

MX Media's OTT platform, MX Player, has successfully scaled to over one billion downloads and 300 MAUs globally. The platform believes in democratizing entertainment for users with a strong focus on being an "Everytainment app".

It believes that there is an opportunity to add on newer monetisation models as it continues to expand the user base. "We have seen phenomenal growth in MX Games, wherein on an average, MX users spend 56 minutes per day gaming on the platform., We will also continue to amplify different ad opportunities to help our platform monetize games for MX Media as well as our partner studios."

Talking about being an Unicorn, he said, "MX Player is an Unicorn and the journey has been wonderful. Our proposition since the launch has been to offer the mass Indian market, content that is not available anywhere else but has huge demand. Our 'Original Series' strategy has seen this play out well. We built another platform, MX TakaTak, into a massive Unicorn in a very short span of 15-17 months and then decided to take the route of merging it with Moj as we saw that it's the best value for our shareholders."

The platform has focused on innovation in all spheres including technology, content and marketing strategies. On the technology front, it focuses on improving video compression, user interaction metrics, personalization and recommendation systems and building everything in-house. "Our priority remains content and technology. With regards to content, we had decided on taking the route of creating mass content for our huge and diverse user base."

Talking about the Indian OTT market, he said, "I think it's good to say that it's a very different market here than most Western markets. While OTT in most western markets was just simply a distribution medium where they had the same kind of content which is multi-season, with X number of episodes per season available on TV, cable and premium cable. With this stratification of the channels in the US, you had premium cable, cable, network and local channels and one had the opportunity to have lots of different kinds of content available on them. In India, there was none of that because of distribution constraints amongst other factors. There was basically only one kind of cable and satellite channel and the difference perhaps was only in free and pay content. I think OTT had a huge impact on the Indian content market because, finally, there was an ability for different kinds of content not just daily soaps to be produced for Indian television," said Bedi.

Shrabona Ghosh


A journalist with a cosmopolitan mindset. I lead a project called 'Corporate Innovations' wherein I cover corporates across verticals and try to tell stories on innovations. Apart from this, I write industry pieces on FMCGs, auto, aviation, 5G and defense. 
Thought Leaders

Need More Confidence? These 10 Bestselling Books Will Help Improve Your Self-Esteem

Self-esteem can be hard to come by and even harder to maintain. To give yourself a boost, try these authors' words of wisdom.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

News and Trends

Navigating the Boom: How Investors Are 'AI-ing' Big in India

While the startup ecosystem tries to leave the funding winter behind, the AI startups and investors are having a pleasant time

Side Hustle

The Side Hustle He Started at Age 15 Led to a $4 Billion Boon for Small Businesses: 'They Would Take a Chance on Me With Their Hard-Earned Money'

Nic Beique asked his local barber, gym and more if they'd like him to build a website for their businesses.

News and Trends

IVY Growth Launches INR 250 Crore Sector-agnostic VC Fund 'Arigato Capital'

It will look to back agritech, cleantech, generative AI, fintech, consumer brands, and software-as-a-service (SaaS) companies

News and Trends

Collective Artists Network Secures Investment from Nikhil Kamath

The investment is a secondary transaction, that is poised to open the road to a '5X' return, thanks to a strategic exit for InMobi's Glance, which had an investment in Collective dating back to 2021.