India’s streaming market is growing fast as more people use smartphones and cheap mobile data. A report by CLSA says that total monthly users of streaming platforms have reached about 1.45 billion. Mind you, India’s population itself is 1.6 billion. This number has grown over the past three years and continues to rise steadily.
YouTube remains the most popular platform with 772 million users. It is far ahead of others and continues to grow. JioHotstar is in second place with 390 million users, helped by its strong sports and entertainment content.
Among other platforms, Netflix has 92 million users and has moved ahead of Amazon Prime Video, which has 67 million users. Netflix has seen steady growth, while Prime Video has lost users over time. MX Player also saw a decline in its user base.
ZEE5 has a smaller number of users at 29 million but is focusing on earning more from each user. It charges higher subscription prices and invests in local content. This strategy is working, as its revenue has grown strongly and the platform has reached a break-even point.
Overall, the report shows that while user numbers are increasing, streaming platforms are now focusing more on keeping users engaged and earning more from them.
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