Over-the-top (OTT) Video Services Market, India, 2017–2022

Competition Intensifies on the Back of Content Strategies to Tap into $3 Billion Market Potential

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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.

Research Scope

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.

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?

 

Table of Contents

Executive SummaryKey FindingsKey Findings (continued)Market Engineering MeasurementsCEO’s PerspectiveMarket OverviewMarket DefinitionsKey Questions this Study will AnswerOTT Video Market LandscapeLeading Ecosystem ParticipantsRising Video ConsumptionRapid 4G DeploymentThe Jio Effect—What has Changed?Rural India Growing Faster, More MobileDrivers and Restraints—Total OTT Video Services Market Market DriversDrivers ExplainedDrivers Explained (continued)Market RestraintsRestraints ExplainedRestraints Explained (continued)Forecasts and Trends—Total OTT Video Services MarketForecast MethodologyForecast AssumptionsVideo Viewers ForecastVideo Viewers Forecast DiscussionVideo Subscribers ForecastVideo Subscribers Forecast DiscussionSubscription Revenue ForecastSubscription Revenue Forecast DiscussionAdvertising Revenue ForecastAdvertising Revenue Forecast DiscussionTotal OTT Video Market Revenue ForecastTotal OTT Video Market Revenue Forecast DiscussionAverage Revenue Per User ForecastAverage Revenue Per User Forecast DiscussionMarket Share and Competitive Analysis—Total OTT Video Services MarketMarket Shares by Monthly Active UsersMarket Shares for Subscription Video on DemandCompetitive EnvironmentCompetitive Factors and AssessmentPricing and PackagesFeatures and TechnologyContent LibraryGrowth Opportunities and Companies to ActionGrowth Opportunity 1—Local/Regional ContentGrowth Opportunity 2—Original ProductionGrowth Opportunity 3—Advanced AnalyticsStrategic Imperatives for Success and GrowthOTT Video Services—Leading Competitor ProfilesMarket Incumbents—HotstarMarket Incumbents—NetflixMarket Incumbents—Amazon Prime VideoWho Leads the Race?Telecom BundlingOEM and Other BundlingFunding and InvestmentsContent PartnershipsValue-add FeaturesNew Market Entrants—Online Video Services, IndiaNew Market EntrantsSun NXTALT BalajiDekkhoDekkho (continued)ViuJioCinemaJioTVFastfilmzHoichoiContent StrategiesStrategy 1—Original ProgrammingStrategy 2—‘Glocal’ Content: Offering International Side-by-side Regional/Vernacular ContentStrategy 3—Live Sports ContentStrategy 4—Long-form Versus Short–form ContentStrategy 5—Regional ContentStrategy 6—International OperationsTechnology and TrendsKey Technology TrendsAdvanced Analytics and Artificial IntelligenceImmersive VideoWatermarking for Content ProtectionBroadcast Audience Research Council of India (BARC) Measurement—EKAMMultiscreen Viewing—CastingThe Last WordThe Last Word—PredictionsLegal DisclaimerAcknowledgementsAppendixList of ExhibitsList of Exhibits (continued)List of Exhibits (continued)Market Engineering MethodologyMarket Engineering MeasurementsAdditional Sources of Information on OTT Video Market

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