PwC estimates OTT to rake in $552 mn in India by 2015

MUMBAI: The over-the-top television market might still be in its infancy in India but still holds a lot of promise in future, a fact that is borne out by PricewaterhouseCoopers which forecasts 176 million OTT viewers by 2015 generating revenues of $552 million.

Mobile Internet TV is one of the biggest growth areas in India with a third of Indian smartphone users watching TV on their smartphones, according to the PwC research. Content streaming solutions firm Vidiator commissioned PwC for the research.

With television household penetration hitting 65 per cent, there exists tremendous opportunities for live OTT and mobile Internet TV for those households that currently have no existing terrestrial infrastructure, cable or satellite services.

Currently, the Indian market has just one over-the-top (OTT) television distribution platform in the form of Ditto TV launched by Zee New Media, the digital arm of Zee Entertainment, in March this year. There are numerous on-demand online content providers like NyooTV, BigFlix and Eros Now, among others.

The huge opportunity notwithstanding, Vidiator CEO Tae Sung Park warns that despite consumers’ huge appetite for mobile streaming services, Indian mobile operators are being overly cautious towards this potentially lucrative opportunity.

The reluctance of telcos stems from an understandable concern about major investments into hardware and infrastructure and fears about the length of time it will take to recoup the money they think is needed to launch an OTT service, says the report.

On top of this, many operators are busy rolling out 3G and LTE infrastructure and are worried about finding the resources to also deploy a video streaming service. They also question their ability to recoup the incremental costs of offering OTT at good enough quality to paid service in a pre-pay market.

An independent survey of Indian consumers was conducted to find out what people want from mobile video and if they’d ever pay for it. Of those surveyed, 88 per cent said they would consider paying for mobile video now or in the future, with as many 54 per cent saying they had already paid to access content.

However there is a caveat attached: People will only pay for video that is good quality and that is delivered quickly, particularly since the biggest problem faced by consumers while accessing content online is that of buffering and poor quality images. The biggest issue, however, is that 68 per cent of the people surveyed expressed dissatisfaction with the time it takes video to load.

Latest Reads
India, China to propel APAC, beat CAS Europe market share

APAC is expected to overtake the market share of Europe in future due to an increasing demand for digital TV set-up boxes in countries such as China and India. North America and Europe dominated the global CAS market in 2015. APAC region is estimated to mark a growth rate of 12.0 per cent CAGR...

Technology Hardware Set-top Boxes
India lucrative market for 4K UHD STBs: Grand View Research

Here’s a view on the demand for 4K or ultra high definition (UHD) set-top boxes (STBs) in India.

Technology Hardware Set-top Boxes
Infor appoints Dass as south Asian subcontinent V-P

Infor, a leading provider of business applications specialized by industry and built for the cloud, has appointed Ashish Dass as the vice president and managing director for the south Asian subcontinent. Infor software helps eliminate the need for costly customization through embedded deep...

Technology Software Applications
Siti & DishTV opt for Conax conditional access

The Essel group has been using Conax’s tech for sometime now for its Siti Network (earlier known as Siti Cable). Now the group has extended that partnership for another product for both Siti Network and DTH operator Dish TV India. This time it is for the cardless set top boxes that the two are...

Technology Hardware Set-top Boxes
Imagine Communications extends functionality of Selenio One unified transcoding platform to OTT

MUMBAI: Imagine Communications, empowering the media and entertainment industry through transformative innovation, today introduced a high-density adaptive bitrate (ABR) transcoding product built on Selenio One™, the company’s software-defined linear transcoding platform. Selenio One is designed...

Technology Hardware Components
DJI Makes Your Smartphone Smarter with the New Osmo Mobile

DJI, the world leader in creative camera technology, Thursday launched the Osmo Mobile, an extension for smartphones that turns them into intelligent, precision camera systems.

Technology Hardware Components
Prime Focus Tech gets funding from PE firm Ambit Pragma

MUMBAI: Prime Focus Technologies (PFT) – the technology offshoot of media services company Prime Focus - informed the Bombay stock exchange today that it had received its first round of funding from growth capital private equity fund Ambit Pragma.

Technology Software Applications
Three new products developed by C-DOT launched on its Foundation Day

Communications Minister Manoj Sinha today expressed the hope that 100,000 Gram Panchayats (GPs) will be connected through Optical Fibre Cable (OFC) by March next to set up a network infrastructure to serve the rural masses.

Technology Hardware Distribution
Genpact and BITS partner to build talent in the field of analytics

Genpact (NYSE: G), a global leader in digitally-powered business process management and services, today announced a partnership with premier technical education university Birla Institute of Technology and Science (BITS) for offering training programs in the field of analytics.

Technology Software Middleware

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories