Role of Artificial Intelligence as a Contributory Factor for Growth of OTT Educational Apps in India: A Detailed Analysis

Over the Top (OTT) sector has seen an unprecedented growth in India especially post Covid 19. Students had to engross themselves in online methods of teaching for close to 2 years due to forceful shutting of educational institutions across the country. Various OTT educational applications like Coursera, LinkedIn Learning, SWAYAM and Byju saw an unprecedented growth of 21%, 18%, 11 %, and 9% year to year from 2023 to 2024. However, there have not been any systematic research studies which could evaluate & analyze the impact and level of intervention of this growth. We in this paper elaborate on the role of Artificial Intelligence toward fueling this growth while providing learning opportunities for masses. Results of the studies carried out by collecting responses from close to 1900 + stakeholders who have actual hands-on exposure toward use of education apps has been thoroughly analyzed. Strength of our studies lies in gathering responses from many parts of such a huge country like India, and analyzing the responses which could directly impact the decision of the policy makers developing the content for these OTT educational app resources.