The number of unique OTT visitors increased significantly from 395 million in January 2020 to 448 million in the following year due to increased adoption during the Covid-19 pandemic.
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Bharti Airtel and Vodafone Idea, two leading telecom operators in India, saw their cumulative content costs rise by 12.24% to ₹1,513 crore in FY23. Bharti Airtel s content cost increased by 18% to ₹856 crore, while Vodafone Idea s content cost increased by 5.45% to ₹657 crore. Both companies have been investing in content libraries to boost data consumption through video content and improve average revenue per user.