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Over the Top (OTT) Video Market, India 

  • February 2016
  • 40 pages
  • Frost & Sullivan
Report ID: 3672398

Summary

Table of Contents

Over the Top (OTT) Video Market, India : Competition to Intensify with more OTT Participants, However, User Experience and Variety of Content is Key to Success

India is an attractive market for multiscreen video consumption, which has led to emergence of numerous OTT service providers in the past two years: broadcasters, portals, start-ups, and more recently, international video aggregators such as Netflix. According to Frost & Sullivan, there are about 66 million unique connected video viewers in India, and about 1.3 million OTT paid video subscribers. With 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.

Key Findings

Growth in Smartphone penetration and improvement in Internet speed in India provide opportunities for Overthe-Top (OTT) providers but the market is still in an emerging state.

1 India is an attractive market for multiscreen video consumption, which has led to emergence of numerous OTT service providers in the past two years: broadcasters, portals, start-ups, and more recently, international video aggregators such as Netflix.

2 According to the Cisco VNI report, billion minutes ( years) of video content will cross the Internet each month in 2019 in India, that is, minutes of video streamed or downloaded every second. The major driver for online video consumption is attributed to the demography of Indian Internet users, wherein percent of the users are between the age group of and years.

3 With 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. Broadcasters such as the Star TV Network and Zee Entertainment are driving services as well as viewership for alternative media, rather than cable TV or DTH providers.

4 According to Frost & Sullivan, there are about million unique connected video viewers in India, and about million OTT paid video subscribers. However OTT video subscription numbers fluctuate dramatically every month. Advertising video on demand (AVOD) is the most preferred mode of OTT video delivery in India currently. Total OTT Video Market: Key Findings, India, 2016

YouTube is highly prominent in India and is a formidable challenge for OTT companies. Digital advertising will drive the growth of the market over the long term.

5 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.

6 Platforms such as YouTube offer opportunities for indie 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.

7 While digital advertising is set to increase by more than percent in India, it is unlikely that multiscreen avenues can replace linear television for the next five years; advertising revenue online comprises about one fifth of television advertising revenue.

8 A large percentage of OTT viewership in India is fragmented and from different states and languages. This trend will boost creation and aggregation of a sizable inventory of regional content. Transactional video on demand (TVOD) is yet to pick up in India. Subscription VOD (SVOD) has seen churn between different market participants.


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