The recent announcement from arguably the largest player in the industry, Netflix, carries significant implications. For the first time, it has witnessed a subscriber decline, with a notable drop of 200,000 subscribers. Partho Dasgupta, the Managing Partner of Thoth Advisors and former BARC CEO, comments, 'It's premature to draw conclusions, but if this continues and establishes a pattern, it could raise questions about the future of Subscriber-Led Video on Demand (SVOD). The growth of advertising on OTT platforms needs to accelerate to recoup investments; otherwise, a consolidation phase may be imminent.

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