OTT platforms and smart TVs have already begun to alter how the world consumes content, particularly entertainment, in recent years. The pandemic saw the global population confined to their homes, struggling to make the most of their limited resource of time, juggling multiple responsibilities within 24 hours, and the ‘anything, anywhere, anytime viewing’ concept of OTT platforms hit the right chord. Thus, leading to an unprecedented spike in content consumption. For a consumer, OTT brings in many perks, right from the choice of content, multi-screen play, any time – anywhere content, and a lot of personalisation. Moreover, OTT players add co-viewing features such as ‘Group Watch’, which enables viewing the content in sync while sharing reactions via a pre-set selection of emojis. The drift of watching content together is becoming a big part of online hangouts, especially when everyone is confined to the vicinity of their homes.