With about 40 over–the–top media services (OTT) in India, more and more people are opting to watch content online. In fiscal year 2018, the OTT market in India was worth ₹2,150 crore (₹21.5 billion, US$303 million as of 2018), and in 2019 its value grew to ₹35 billion. India’s video streaming industry is set to be valued at INR 11.97K crore by 2023. This growth is directly connected to the surge in the number of internet users in India which are expected to cross 735 million by 2021 with more than 73% of them consuming content in Indian regional languages. According to a KPMG report, Indian subscribers spend 20-50 minutes on an average on various OTT platforms. Here we bring to you the top contenders in the Indian OTT market.
Disney+Hotstar takes the lead in India with over 400 Mn monthly active users. Also, the platform earlier this year revealed that they have over 8 million paid subscribers in India – making it the highest subscribed OTT platform in India. Major credit for this goes to its live sports programming and exclusive access to global superhit shows such as Game Of Thrones. One of the biggest USP for the Disney backed platform is Indian Premier League (IPL). The platform also offers content that can be accessed without having its subscription service.
2.Amazon Prime Video –
Next in the list is Amazon Prime Video, as per last available estimates by industry tracker IHS Markit, Amazon Prime had 4.4 million paid members in India, though not all are subscribing only for Prime Video benefits. The platform has deals with telecom providers for offering subscriptions to the customers. Amazon Prime Video offers the cheapest subscription rate in India as compared to its global prices.
Like Disney+ Hotstar, SonyLIV also covers both entertainment and sports, alongwith international and local content. Earlier SonyLIV had claimed to have 70–80 million monthly active users, with 20–25 percent paid subscribers, which means around 14–20 million paid subscribers. But, there’s no word on how many of these are directly paid.
Netflix does not disclose the data regarding its subscriber base in India. According to Hollywood Reporter citing an estimate from Media Partners Asia, the company is thought to have had 1.2 million subscribers in 2018 which increased to 2.0 million in 2019. When Netflix last revealed numbers, the world’s biggest streaming service — which has over 167 million paid subscribers worldwide — had over 16 million paid subscribers in Asia Pacific.
Voot is Disney+ Hotstar’s closest competitor by monthly active users, it crossed 100 million MAUs in January. The platform has also launched its subscription offering Voot Select. With good original content coming up this platform has done well in the competition.
The competition is upto the neck in the market of digital platforms with many more like Zee5, ALTBalaji, MXPlayer, Mubi, Arre, Eros Now, etc. along with platforms providing content in regional languages like aha, hoichoi and alike.
The above list is curated on the basis of a study by counterpoint research and other such surveys.
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