iWorld

Over 10 mn paid for OTT video subscriptions in 2019: FICCI-EY report

Overall digital subscription also grew over 100 per cent to reach Rs 29.2 bn.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/03/28/tab.jpg?itok=NoO5BKhh

MUMBAI: The Indian media and entertainment industry has moved beyond the era where consumers are not willing to pay for premium content online. Although the number of paying consumers remains low compared to overall users, the growth is visible, according to FICCI-EY 2020 report. In 2019, over 10 million subscribers paid for 21 million OTT video subscriptions for the first time. Overall digital subscription also grew over 100 per cent to reach Rs 29.2 billion.  

Video subscription revenues grew 111 per cent in 2019 as premium content – originals and sports – went behind the paywall and amounts paid by telcos on behalf of their customers to content owners increased significantly. Audio subscription grew comparatively slower at 18 per cent in 2019 as platforms are still in the customer acquisition phase and several free products are available. However, the percentage of paying subscribers to total OTT consumers remained less than five per cent and one per cent for video and audio, respectively.

One of the key drivers for the growth of video subscription is a cricket-heavy 2019, with Hotstar creating an annual sports pack at Re 1 per day. The report also mentioned that increased television subscription prices due to the implementation of the NTO in February 2019 led to certain viewers, mainly English content viewers, preferring to subscribe to relatively more affordable OTT services. Moreover, over 1600 hours of original content were created for OTT platforms across films and episodic content, which led to increased demand.

There were several moderations in subscription packages also. Free/trial access to leading OTT platforms was provided by telcos and MSOs, bundled with data or television subscriptions, of between one and six months. Major players including Netflix introduced several sachet packs.

The entry of Spotify, Apple Music, YouTube Music, etc. boosted the growth of audio streaming subscription during 2019 along with increasing smartphone penetration in India. The number of music streamers has increased to 180-200 million from 150 million in 2018.  However, paid subscribers remained below per cent, due to the prevalence of free options across all the large streaming platforms as well as music availability on YouTube. 

The report predicts that overall digital subscriptions will grow at a CAGR of 30 per cent until 2022. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/18/photogrid_plus_1631960095413.jpg?itok=FJJ2_m2G
IPL '21: MPL accelerates ‘Hai Akal Khelo MPL’ campaign with new ad spot

Mumbai: E-sports platform Mobile Premier League (MPL) is back with its IPL campaign Hai Akal Khelo MPL with a series of new digital films titled ‘Mind Blowing’. The new films attempt to highlight the ‘mind-blowing opportunities’ one can avail on MPL during this cricket season in an entertaining...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/17/oml.jpg?itok=14tPJtO1
CA Media exits, sells OML gaming biz to Nodwin for Rs 73 cr

South Asia-based esports company Nodwin Gaming which is also an independent subsidiary of Nazara Technologies Ltd has acquired the gaming and adjacent IP business of OML Entertainment for Rs 73 crores. The mega-deal will provide partial liquidity to OML Entertainment shareholders, including CA...

iWorld Gaming
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/17/photogrid_plus_1631882042872.jpg?itok=BkE9tfFT
Netflix’s India ambitions surpass Rs 3000 crore investment

Mumbai: Global streaming platform Netflix will pump more money into producing content in India, said chief executive officer Reed Hastings. The key executive of the streaming giant was speaking to Business Today’s global business editor Udayan Mukherjee in an interview.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/17/photogrid_plus_1631875825355.jpg?itok=FeQf8CWr
Lionsgate Play to exclusively premiere 73rd Emmy Awards in India

Mumbai: Starz’s streaming service Lionsgate Play has announced that it will be exclusively premiering the 73rd Emmy Awards on 20 September at 5:30 a.m in India. The latest edition of the Emmys will be hosted by Cedric the entertainer and unlike last year’s largely virtual event, it will have an in-...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/17/photogrid_plus_1631857873307.jpg?itok=6aMv7BXI
SonyLIV launches first Malayalam offering 'Kaanekkaane'

Mumbai: SonyLIV’s first Malayalam offering “Kaanekkaane” is set to premiere on 17 September. Directed by Manu Ashokan, the film features Aishwarya Lekshmi and Shruti Ramachandra in lead roles. “SonyLIV has opened a door of opportunities for the Malayalam film industry to showcase its content. ...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/17/photogrid_plus_1631857750775.jpg?itok=711dy7-R
Starz streamer Lionsgate Play launched in Malaysia

Mumbai: In continuation of its expansion in Asia, Lionsgate-owned Starz on Friday announced the launch of its independent direct-to-consumer OTT app Lionsgate Play in Malaysia. The service is being introduced in association with Telekom Malaysia (Unifi TV).

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/17/trai.jpg?itok=a0mpRdii
ARPU target 200; Indian mobile subscribers trudge along at Rs 94.87

Indian mobile subscribers consumed 11.76 Gb of data on average per month and generated an average revenue per user (ARPU) of Rs 94.87 at the end of December 2020, according to Telecom Regulatory Authority of India (TRAI).

iWorld Telecom
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/16/photogrid_plus_1631796078173.jpg?itok=alD0JGIR
ZEE5 campaign promoting 'Helmet' garners 85 mn reach

Mumbai: ZEE5’s 360-degree campaign called #HelmetOn promoting its latest release "Helmet" has reached over 85 million people through various ATL and BTL activations, according to the streaming platform. The campaign brought together celebrities and influencers like Ayushmann Khurrana, Sanya...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/16/photogrid_plus_1631793857773.jpg?itok=ZcaDno24
MX TakaTak announces exclusive launch of 'Kanta Laga'

Mumbai: Homegrown short video platform MX TakaTak has announced an exclusive launch of music track "Kanta Laga" from singers Neha Kakkar, Tony Kakkar and YoYo Honey Singh.  As the official short video partner for this track, the platform had an in-song integration, as well as a 10-day exclusive...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required