new delhi jul 18 video streaming platform hotstar leads the overthetop entertainment app segment with 49 per cent share in terms of smartphone installations while jios live tv leads the live channel category with 30 per cent share a study said thursday according to the techarcunomer megainsight study around 79 per cent of smartphone users access overthetop ott mobile applications for entertainment in india which is in addition to the casual entertainment of youtube and other ugc user generated content platforms like tiktok over the past 3 years we have seen a lot of enablement both from the smartphone oems as well as operators sides this has facilitated growth of ott entertainment services as well as the consumption techarcs founder and chief analyst faisal kawoosa said in a statement the study found that hotstar has the highest penetration of 49 per cent on smartphone devices in entertainment ott app category followed by times internets mx player with 42 per cent share one of the main factors for hotstars growth has been its sports especially cricket content be it ipl or now the world cup championship the statement said amazon prime video had 15 per cent share while that of netflix was 13 per cent in the live tv app category jio leads the market with 30 per cent penetration among smartphone users and was distantly followed by airtel and vodafone play according to the study video has emerged as a category where we are seeing a large number of players that can coexist and each player can create a market for itself unlike other sectors like ecommerce and social media where there is dominance of 12 players unomer ceo and cofounder vinay bapna said prs abm abm