An exclusive article by the Economic Times cites a BCG report about how India can unlock its $5 billion over-the-top (OTT) industry by 2023. According to the report, Indian smartphone users spent 11% more time on video-streaming apps than the year before, and less time on other activities like making calls, browsing the web, or gaming. While these trends show the rise of the OTT content industry in India, BCG’s Kanchan Samtani says that the biggest challenge becomes breaking through the clutter. He notes that, while India is a price sensitive market, many consumers are willing to pay for internet and other subscriptions if they see the value in them. The report also lists some key drivers for the OTT industry to unlock its potential, including access to affordable data, rural mobile phone penetration, rising affluence, and service adoption across demographic segments.