iWorld

×

×

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

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/internet-images/2016/02/25/ott.jpg?itok=rzAbOBlA

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

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/amazon.jpg?itok=mOCump4U
The highly anticipated Amazon Original Series - The Family Man releases 20th September on Amazon Prime Video

MUMBAI: The highly anticipated Amazon Original Series The Family Man, is set to make waves on Amazon Prime Video! Created by the award-winning duo Krishna D.K. and Raj Nidimoru (Stree, Go Goa Gone, Shor In The City), The Family Man is a ten episode series that will be available to stream...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/facebook.jpg?itok=8tKzFTBn
Facebook and Instagram roll out music products in India

MUMBAI: Facebook announced new ways for people in India to express themselves through music on Facebook and Instagram, with music stickers on Stories and other creative tools such as Lyrics on Instagram, Lip Sync Live, and the ability to add songs to their Facebook Profiles.

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/netflix.jpg?itok=qZaVrXkv
How Netflix is Killing Traditional TV

Because of the birth of Netflix, the future of television looks unpromising. The ratings of some TV shows have dropped since viewers are now able to watch their favorite shows via online streaming. That makes the future bleak for traditional TV.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/group.jpg?itok=0SopIsSm
Netflix acquires global streaming rights of 'Seinfeld'

Netflix comes back to the sitcom battle as it has landed the global streaming rights to Seinfeld. The streaming giant announced on Monday that all 180 episodes of the sitcom will be with Netflix after striking a deal with Sony Pictures Television.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/16/eros.jpg?itok=I2qnd9sL
Eros Now partners with ROKKI to offer AirAsia WiFi users best of Indian entertainment and discounted subscription plan vouchers

MUMBAI: Eros Now, a premier Indian OTT entertainment platform with more than 154 million registered users, today announced its partnership with ROKKI, AirAsia’s in-flight WiFi service provider. The partnership will provide access to the on-demand platform’s programming using guests’ own devices...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/16/bb.jpg?itok=FKv1iTWm
The Format that changed TV forever In India and across The Globe Turns 20!

MUMBAI: Big Brother, (aka Bigg Boss in India) - the original reality format - celebrates its landmark 20th birthday today.  On the 16th September 1999, nine Housemates moved in a purpose-built house in the Netherlands, equipped with 24 cameras and no contact with the outside world to be watched 24...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/16/zee5.jpg?itok=2RbPvj6y
ZEE5 partners with quaero to Orchestrate its complex customer data

MUMBAI: ZEE5, India’s fastest growing ConTech brand today announced its partnership with Quaero, an Enterprise Customer Data Platform provider, to power its big data capabilities and mine customer insights.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/16/mom.jpg?itok=r_2K_nWO
Through its latest marketing innovation, ALTBalaji launches off by taking the interactive ooh route for mom: mission on mars

MUMBAI: ALTBalaji, India's leading home-grown OTT platform, in their latest bid to capture the imagination and attention of the viewers has launched a campaign unlike any other by adopting an innovative OOH (out-of-home advertising) hoarding to promote its recent original M-O-M: Mission on Mars....

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/14/facebook.jpg?itok=HW04D7ni
WhatsApp offers to track 'dubious' individuals for Indian govt

MUMBAI: Facebook vice president of global affairs and communications Nick Clegg met home minister Amit Shah, national security adviser Ajit Doval, IT and communications minister Ravi Shankar Prasad and commerce minister Piyush Goyal regarding the dispute over traceability of messages in WhatApp....

iWorld Social Media

Sign up for our Newsletter

subscribe for latest stories