iWorld

India's OTT paid video subscribers pegged at 1.3 million: Frost and Sullivan

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/internet-images/2016/02/25/ott.jpg?itok=pvsoOnG9

MUMBAI: OTT (over-the-top) was the buzzword in the Indian media and entertainment sector in 2015 with multiple players firming up their game plan to tap into the lucrative and booming digital space. With the emergence of numerous OTT service providers in the past two years coupled with the entry of Netflix in India, the space is poised to grow at a fast pace in the years ahead.

According to Frost and Sullivan’s market insight on the OTT video market in India, there are about 66 million unique connected video viewers in India every month, and about 1.3 million OTT paid video subscribers. Growth in the space can be attributed to increase in smart-phones penetration as well as the improvement in Internet speed in India.

Despite facing several challenges today, the OTT market growth will be fuelled by various disruptive innovations in technology and business models over the next five years, as per Frost and Sullivan. 

“With an increase in the use of smart devices in India, content owners and aggregators are using non-TV platforms to improve reach and generate revenues through subscription and advertisement. However, it’s hard to woo the Indian consumer. Success in OTT video distribution will depend on the ability to offer variety of content, new content, at a reasonable price and impeccable user experience,” said Frost and Sullivan research director Vidya Subramanian Nath. 

While today a few broadcasters such as the Star TV Network and Zee Entertainment are driving services as well as viewership for OTT video with Hotstar and DittoTV respectively, over the next five years, there will be more broadcasters as well as cable and DTH operators expanding their OTT services. However, inadequate bandwidth speeds and the incumbency of YouTube in the market have challenged market participants.

“India may have over 225 million Internet users, but for consuming video, one needs high-speed broadband access and only about 35 per cent of these users have access to it, informed Nath. “OTT video subscription numbers fluctuate dramatically every month. We find that advertising video on demand (AVOD) is the most preferred mode of OTT video delivery in India currently,” she said.

Among content types, there is an increasing demand for short duration video content. This is primarily attributable to the average low Internet speeds and changing preferences of many Indian viewers. It is common to find online viewership peak during major sports events like the IPL, elections, or breaking news.

Platforms such as YouTube offer opportunities for independent content creators who can publish their videos online without the hassles of negotiation with large networks. Now, with the entry of Netflix in India, independent professional content production will continue to grow. Broadcasters who have their own content or video platforms with a variety of publishers are driving the market. While Viacom18 is all set to launch its service called VOOT next month, Ekta Kapoor’s Balaji Telefilms is also burning the midnight oil to launch its OTT platform - ALT Digital by June this year. Balaji Telefilms CEO Sameer Nair has huge expectations from the platform and expects ALT Digital to have a whopping four million paid subscribers globally by 2020. 

With substantial investment being pumped in by companies like by Star India (Hotstar), Sony Pictures Networks India (Sony Liv), Zee Enterprises (dittoTV), Eros International (ErosNow) and Singtel, Sony & Warner (HOOQ) amongst others, the competition in the OTT space is set to intensify with the key differentiators being user experience and variety of content offering.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/btvi.jpg?itok=qISyUVB1
BTVI brings power packed line up to decode Budget 2018

As the Central Government gears up to present the last full budget before elections in 2019, India’s premiere English business news channel, BTVI has launched a power packed line up of shows in the run up to Union Budget 2018. Given the significance of this budget, the channel has aptly introduced...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/media.jpg?itok=7wUGju8f
hoichoi launches new brand anthem to celebrate life

After entertaining audiences with the best in Bengali entertainment, hoichoi, the world’s largest digital platform exclusively for Bengali content, has now launched its brand anthem. The anthem is an ode to celebration and talks about taking a break from busy schedules, getting together and having...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/sonyliv.jpg?itok=hFJPxCYg
Live coverage of Australian Open 2018: #LIVtheGrandSlam

SonyLIV, the premium OTT platform of Sony Pictures Networks India (SPN), is all set to stream the Australian Open 2018. Also, known as the ‘Fans Slam’, the Australian Open is chronologically the first of the four Grand Slam Tennis events of the year. It will play out on SonyLIV from 15-28 January...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/sports.jpg?itok=pkj30Emb
Launch of 1st indian sports radio channel - sports flashes

Sports Flashes, India’s biggest Multi-sports app launched the first Sports Radio Channel of India.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/uday.jpg?itok=ez6062BP
Sports fans power 35-40% of traffic on SonyLiv

MUMBAI: Contrary to popular opinion, SonyLiv is attracting a significant quantum of viewership courtesy its base of hardcore sports fans. Despite a concerted effort to provide entertainment across genres, sporting events have managed to pull in the eyeballs for the over-the-top (OTT) player in...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/amaz.jpg?itok=N7-E2qx5
Amazon prime music inks a deal with zee music company

Amazon today announced a content deal with Zee Music Company that will add over 450 film soundtracks in Hindi & regional languages alongside 250 Independent artist content thus adding to the wide catalogue of millions of Indian and International songs on Amazon Prime Music. Soon to be launched...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/12/airtel.jpg?itok=FsGNP_Vk
Airtel offers free Amazon Prime subscription on plan

Bharti Airtel and Amazon India have joined hands to ring in an entertaining new year for customers. New and existing Airtel postpaid customers with an infinity plan of Rs 499 or above will get a one-year Amazon Prime membership, worth Rs 999 for free.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/12/vijay.jpg?itok=K6haw0Y9
Evergent expands internationally and opens sales offices in india and south america

a leading provider of cloud-based, user lifecycle management solutions for video service providers, today announced the opening of two new sales offices in Mumbai, India and Sao Paulo, Brazil that will service the India, South Asian and South American markets supporting customers and partners —...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/09/neeraj_0.jpg?itok=n3xpoknu

Neeraj Bhargava

Kinsane to launch a digital-first kids' entertainment company

Kinsane Entertainment Inc (Kinsane) is ready to storm the kids’ entertainment space globally. A digital-first company, Kinsane will create content for kids aged 2-11 years in numerous languages and distribute that content globally through a variety of advertising, subscription and transaction-...

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories