India, March 19 -- Amazon Prime Video is on the cusp of its 10-year anniversary in India. And this journey has more or less been the entire lifespan of the digital streaming and OTT industry in the country. 

When Amazon's platform arrived in India, digital streaming was a new proposition. Indians were discovering the thrill of binge-watching, and only the most tech-savvy Indians were buying subscriptions for online content. All that has changed in the past decade. 

Today, that narrative has matured. The real battle is no longer about capturing attention, but sustaining it. In a world where consumers are constantly toggling between Instagram Reels, YouTube Shorts, gaming, and traditional OTT platforms, attention itself has beco...