If you think Indians don’t pay for media, think again. In 2021, no less than 102 million people subscribed to streaming video services — up from 56 million last year. And though Netflix has the smallest share of paying subscribers at 5 per cent, it has the highest share of revenues at 29 per cent of the Rs 6,000 crore that subscription-driven video-on-demand, or SvoD, earned in 2021. On the other hand, advertising-driven video-on-demand services earned Rs 8,100 crore. Of this, global platforms such as YouTube got three-fourth, while broadcaster-owned and other OTTs like MX Player or Disney Star got