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OTT to Energize the Indian TV Market; Intensify Competition, and Create Strategic Partnerships and Subscription Models
16-Sep-2016
South Asia, Middle East & North Africa
Market Research
P93A-01-00-00-00
EM00243-SA-MR_19026
This research study provides an analysis of the over-the-top (OTT) video consumption in India. It gives an insight into the market scenario and growth prospects of key market participants, new entrants and the impact of telecom services in bringing about a drastic change in the way television is consumed in India. A competitive analysis of the stakeholders will provide a deeper understanding of the content strategies, mobile data packages, internet and smartphone penetration which is causing this rapid wave of online video consumption. This study includes the drivers and challenges that will influence the growth of OTT viewers (total and subscription-based), and revenue from digital video advertising as well as paid subscriptions from 2015 to 2020. The study also provides the conservative and optimistic forecasts for viewership and revenue.
Key Findings
Current and Future Outlook
Key Social Catalysts for Online Videos
Evolution of TV Viewing
Cord-Cutting will be the Next Disruption in the Industry
Internet Scenario in India
Global Overview of Internet Penetration Rates
Mobile Internet Revolution
Level of Wi-Fi Penetration in India, 2016
Digital India Campaign—Bharat Net
Rural India in the Digital Race
Video Viewership Analysis
Activities on Mobile
YouTube—Market Activities and Business Models
YouTube—Viral Videos
Top 10 Most Subscribed YouTube Channels
Burst in Viewership during Live Sports Events
Marketing Strategies
Content Mix
Content is King
Remonetizing Old Content
OTT Video Ecosystem
Ecosystem Key Stakeholders in India
OTT Platforms of Leading Network Companies
India OTT Competitive Landscape—OTT Provider Profiles
Market Drivers and Challenges
Market Drivers
Market Challenges
Market Restraints
Digital Advertising
Increased Ad Revenues on Digital Platforms
Advertising Strategies
Broadband Video Viewers Forecast, India
OTT Video Subscribers Forecast, India
OTT Video Revenue Forecast, India
Licensing Cost Dynamics
Business Models—OTT in India, 2016
What the Future Looks Like in 2020
The Future Trend
OTT for the Future, India
Key Conclusions
The Last Word—Three Big Predictions
Legal Disclaimer
List of Figures
- 1. Total OTT Video Market: Key Findings, India, 2016
- 2. Total OTT Video Market: Current and Future Outlook, India, CO 2016 and FO 2017
- 3. Total TV Market: Evolution of TV Viewing, India, 2016
- 4. Total OTT Video Market: Drivers for Cord Cutting, India, 2016
- 5. Total OTT Market: Internet Usage, India, 2016
- 6. Growth of Rural Internet , India, 2013-2018
- 7. Total OTT Market: Viewership Analysis, India, 2016
- 8. Total OTT Market: OTT Video Ecosystem, India, 2016
- 9. Profiles of leading OTT Service Providers, India, 2016
List of Charts
- 1. Key Social Trends, India, 2011–2025
- 2. Growth of Internet User Base, India, 2016
- 3. Total OTT Video Market: Percentage Split of Internet users, Global, 2016
- 4. Growth of Mobile Internet Users, India, 2016
- 5. Urban/Rural Breakup of Internet Users, India, 2016
- 6. Total OTT Market: User Activities on Mobile, India, 2016
- 7. Total OTT Video Market: YouTube, India, 2016
- 8. Total OTT Market: Viral Videos on YouTube, India, 2016
- 9. Spike in IPL Viewership, India, 2016
- 10. OTT Market: Increase in Percentage of Old Content in Digital Platforms, India, 2016
- 11. Total OTT Market: Key Stakeholder Examples, India, 2016
- 12. Total OTT Market: Mobile Network Operators (MNOs) OTT Platforms, India, 2016
- 13. Total OTT Market: Pay TV / Cable TV Providers OTT Platforms, India, 2016
- 14. Total OTT Market: Drivers and Challenges, India, 2016
- 15. OTT Market: Percentage of Ad and Time Spend, India, 2016
- 16. OTT Market: Advertisement Spend in OTT Video, India, 2015-2020
- 17. OTT Market: Percentage of Advertisement Spend on Various Medium, India, 2016
- 18. OTT Market: Percentage of Ad and Time Spend, India, 2016
- 19. OTT Video Subscribers Forecast, India, 2015–2020
- 20. OTT Subscription Revenue, India, 2015–2020
- 21. OTT Market: Business models for the Content Owner and OTT Player, India, 2016
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| Deliverable Type | Market Research |
|---|---|
| No Index | No |
| Podcast | No |
| Table of Contents | | Executive Summary~ || Key Findings~ || Current and Future Outlook~ | The ‘Digital India’ Overview for Multiscreen Video~ || Key Social Catalysts for Online Videos~ || Evolution of TV Viewing~ || Cord-Cutting will be the Next Disruption in the Industry~ || Internet Scenario in India~ || Global Overview of Internet Penetration Rates~ || Mobile Internet Revolution~ || Level of Wi-Fi Penetration in India, 2016~ || Digital India Campaign—Bharat Net~ || Rural India in the Digital Race~ | Consumption Patterns and Content Preferences~ || Video Viewership Analysis~ || Activities on Mobile~ || YouTube—Market Activities and Business Models~ || YouTube—Viral Videos~ || Top 10 Most Subscribed YouTube Channels~ || Burst in Viewership during Live Sports Events~ || Marketing Strategies~ || Content Mix~ || Content is King~ || Remonetizing Old Content~ | Over-the-Top (OTT) Video Ecosystem~ || OTT Video Ecosystem~ || Ecosystem Key Stakeholders in India~ || OTT Platforms of Leading Network Companies~ || India OTT Competitive Landscape—OTT Provider Profiles~ | Drivers, Challenges and Restraints~ || Market Drivers and Challenges~ || Market Drivers~ || Market Challenges~ || Market Restraints~ | Revenue Models and Forecast~ || Digital Advertising~ || Increased Ad Revenues on Digital Platforms~ || Advertising Strategies~ || Broadband Video Viewers Forecast, India~ || OTT Video Subscribers Forecast, India~ || OTT Video Revenue Forecast, India~ || Licensing Cost Dynamics~ || Business Models—OTT in India, 2016~ || What the Future Looks Like in 2020~ || The Future Trend~ || OTT for the Future, India~ | Conclusions~ || Key Conclusions~ || The Last Word—Three Big Predictions~ || Legal Disclaimer~ | The Frost & Sullivan Story~ |
| List of Charts and Figures | 1. Total OTT Video Market: Key Findings, India, 2016~ 2. Total OTT Video Market: Current and Future Outlook, India, CO 2016 and FO 2017~ 3. Total TV Market: Evolution of TV Viewing, India, 2016~ 4. Total OTT Video Market: Drivers for Cord Cutting, India, 2016~ 5. Total OTT Market: Internet Usage, India, 2016~ 6. Growth of Rural Internet , India, 2013-2018~ 7. Total OTT Market: Viewership Analysis, India, 2016~ 8. Total OTT Market: OTT Video Ecosystem, India, 2016~ 9. Profiles of leading OTT Service Providers, India, 2016~| 1. Key Social Trends, India, 2011–2025~ 2. Growth of Internet User Base, India, 2016 ~ 3. Total OTT Video Market: Percentage Split of Internet users, Global, 2016~ 4. Growth of Mobile Internet Users, India, 2016~ 5. Urban/Rural Breakup of Internet Users, India, 2016~ 6. Total OTT Market: User Activities on Mobile, India, 2016~ 7. Total OTT Video Market: YouTube, India, 2016~ 8. Total OTT Market: Viral Videos on YouTube, India, 2016~ 9. Spike in IPL Viewership, India, 2016~ 10. OTT Market: Increase in Percentage of Old Content in Digital Platforms, India, 2016~ 11. Total OTT Market: Key Stakeholder Examples, India, 2016~ 12. Total OTT Market: Mobile Network Operators (MNOs) OTT Platforms, India, 2016~ 13. Total OTT Market: Pay TV / Cable TV Providers OTT Platforms, India, 2016 ~ 14. Total OTT Market: Drivers and Challenges, India, 2016 ~ 15. OTT Market: Percentage of Ad and Time Spend, India, 2016~ 16. OTT Market: Advertisement Spend in OTT Video, India, 2015-2020~ 17. OTT Market: Percentage of Advertisement Spend on Various Medium, India, 2016~ 18. OTT Market: Percentage of Ad and Time Spend, India, 2016~ 19. OTT Video Subscribers Forecast, India, 2015–2020~ 20. OTT Subscription Revenue, India, 2015–2020~ 21. OTT Market: Business models for the Content Owner and OTT Player, India, 2016~ |
| Author | Aafia Bathool |
| Industries | Entertainment and Media |
| WIP Number | P93A-01-00-00-00 |
| Keyword 1 | Ott video in india |
| Keyword 2 | ott video |
| Keyword 3 | over the top video |
| Is Prebook | No |
Over the Top (OTT) Video Market Update, India, 2016
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