Telecom bundling, availability of smart TVs boosting OTT market in India

Unique paid user growth rate was 35 per cent in February 2021.


NEW DELHI: The Covid2019 outbreak which brought the entire world to a standstill has helped one sector in India – the OTT industry. Post the pandemic, OTT platforms like Netflix, Amazon Prime Video, and Disney+ Hotstar gained massive popularity in the country, and they successfully expanded their userbase in 2020. 

From bundling plans to cheaper smart televisions, there are various factors that have played a crucial role in elevating the popularity of OTT platforms in India, according to data shared by analytics firm Redseer.

Telecom bundling helps OTT platforms increase their userbase

Bundling plans offered by telecom and broadband providers have helped OTT platforms to increase their customer base during the pandemic. 

Telecom companies like Airtel are offering subscriptions to Hotstar, Netflix, and Prime Video as a part of their bundling plans, while Jio Fibre's broadband bundling offers free Prime Video and Netflix subscriptions. 

According to the report, unique paid user growth rate was 35 per cent in February 2021 when compared to April 2020. Subscriptions also increased by eight percent during the same period, and the subscription revenue also witnessed a rise of 41 per cent. 

In an attempt to expand its customer base, Netflix last year launched a new plan priced at Rs 199, where the user can watch their favourite movies and shows on their smartphones. Even though this plan will not work on smart televisions, it has impressed the urban youth in the nation who spend most of the time on mobile screens. 

The rise in smart TV users helps streamers

The growing number of smart TV users in India is also contributing to the growth of OTT platforms in India, the Redseer analysis revealed. Unlike previous years where smart TVs were confined to rich homes, the entry of companies like Xiaomi in the Indian market turned things upside down, as they are now offering full HD and 4K smart televisions at an affordable rate. 

Indians spend 188 billion minutes streaming videos in February

According to the survey, Indians spent 188 billion minutes on OTT platforms in February, a drop of six percent when compared to the 200 billion OTT minutes Indians spent last April. The drop is primarily due to the country's return to normalcy, and the arrival of television soaps in channels. However, with more releases in the pipeline along with product improvement, the engagement is likely to increase in the coming months. 

Out of the 188 billion minutes, users spent 69 billion minutes watching daily soaps, followed by movies with 31 billion minutes and then originals produced by the OTT platforms. 

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