This study provides a detailed analysis of the OTT video services market in India, including the market opportunity and growth prospects in terms of advertising as well as paid services in viewership and revenue from 2017 to 2022.
It illustrates the ecosystem and provides insights of key market participants and company profiles of new entrants, and analyzes the impact of the ongoing price war in telecom services in bringing about a drastic change in the way video is consumed in India. It also provides an overview of consumption patterns in terms of duration spent, content preferences, languages, live sport coverage, and availability of exclusive programming. The rising trend of curating original content and other content strategies is captured in the study.
The OTT video market in India is gradually becoming a mainstream entertainment destination in the midst of growing Internet users. With the rapid commoditization of data and the ongoing price wars, online video streaming is a more feasible option today than ever before. This has led to the influx of many global, local, and independent platforms in the past year that are hoping to capitalize on this vast growth opportunity in the market. As operators optimize their operations with advertising revenues, they are evolving content strategies and marketing effectively to reach the masses. The focus has shifted from the urban youth to mass market, regional audiences across multilingual backgrounds.
There is a disconnect between the total addressable market of Internet users and the served market, as a majority of the population has access to erratic and slow broadband speeds. The focus on Hindi and English programs has gradually shifted toward regional content, thus catering to a larger audience. Monetization of platforms remains one of the biggest challenges for operators, as they depend on advertising for their revenue. The inclusion of regional content has paved the way for mass-market adoption as opposed to the initial niche offering. Live sports and other marquee titles going online has reiterated the growth opportunity for OTT video, attracting global Internet companies to invest and enter this lucrative market.
Key Issues Addressed
What is the state of the OTT Video Market in India? What are the key technology trends in the market?
Which are the leading OTT platforms and what is their market share?
What is the ARPU across platforms? How much will this grow in the next 5 years?
What is forecast for the subscriber base and revenue for the industry?
Key Topics Covered:
1. Executive Summary
Market Engineering Measurements
2. Market Overview
Key Questions this Study will Answer
OTT Video Market Landscape
Leading Ecosystem Participants
Rising Video Consumption
Rapid 4G Deployment
The Jio Effect - What has Changed?
Rural India Growing Faster, More Mobile
3. Drivers and Restraints - Total OTT Video Services Market
4. Forecasts and Trends - Total OTT Video Services Market
Video Viewers Forecast
Video Viewers Forecast Discussion
Video Subscribers Forecast
Video Subscribers Forecast Discussion
Subscription Revenue Forecast
Subscription Revenue Forecast Discussion
Advertising Revenue Forecast
Advertising Revenue Forecast Discussion
Total OTT Video Market Revenue Forecast
Total OTT Video Market Revenue Forecast Discussion
Average Revenue Per User Forecast
Average Revenue Per User Forecast Discussion
5. Market Share and Competitive Analysis - Total OTT Video Services Market
Market Shares by Monthly Active Users
Market Shares for Subscription Video on Demand
Competitive Factors and Assessment
Pricing and Packages
Features and Technology
6. Growth Opportunities and Companies to Action
Growth Opportunity 1 - Local/Regional Content
Growth Opportunity 2 - Original Production
Growth Opportunity 3 - Advanced Analytics
Strategic Imperatives for Success and Growth
7. OTT Video Services - Leading Competitor Profiles
Market Incumbents - Hotstar
Market Incumbents - Netflix
Market Incumbents - Amazon Prime Video
Who Leads the Race?
OEM and Other Bundling
Funding and Investments
8. New Market Entrants - Online Video Services, India
New Market Entrants
9. Content Strategies
Strategy 1 - Original Programming
Strategy 2 - Glocal' Content: Offering International Side-by-side Regional/Vernacular Content
Strategy 3 - Live Sports Content
Strategy 4 - Long-form Versus Short-form Content
Strategy 5 - Regional Content
Strategy 6 - International Operations
10. Technology and Trends
Key Technology Trends
Advanced Analytics and Artificial Intelligence
Watermarking for Content Protection
Broadcast Audience Research Council of India (BARC) Measurement - EKAM
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