In the telecom market, over-the-top (OTT) refers to any service that rides on top of the physical infrastructure owned by mobile network operators, cable TV operators and Internet Service Providers (ISPs). OTT services provide alternative offerings to the users, who do not wish to avail the services offered by traditional service providers. This report provides an in-depth analysis of OTT market share in India. It also provides various parameters affecting it along with its future outlook and opportunities arising out of it. The forecast period has been taken as 2018–2025.
OTT Meaning
Over-the-top media (OTT) is the delivery of content via the internet without having to subscribe to a traditional cable or satellite pay-TV service. It’s a disruptive force in the entertainment landscape, and it’s growing rapidly in popularity.
In other words, OTT (Over the Top) refers to distribution of media content and services over the Internet without the involvement of a multiple-system operator in the control or distribution of the content and services. More generally, OTT may refer to any services delivered over IP networks without the involvement of an access network provider, including not only audio, video, gaming and messaging, but also retail e-commerce, social networking and banking, among others. OTT offerings are typically accessed by users via apps on smartphones or tablets using the same Internet connection that they use for other data such as email or web browsing.
In India, the OTT market is expected to reach Rs 11,944 crore by 2023, up from Rs 2,590 crore in 2018, according to a report by KPMG and FICCI. This represents a compound annual growth rate (CAGR) of 36%. Not surprisingly, this is driving a lot of interest among media companies, with both Amazon Prime Video and Netflix entering the Indian market. The expectation is that this will lead to more choice for consumers as well as better pricing options.
The top five players have had an 86% share in the OTT space at present, with large TV broadcasters such as Sony Liv and Zee5 grabbing most of the other 14% share currently. OTT services are disrupting traditional broadcasting models due to its accessibility through various devices such as smart TVs, tablets, smartphones etc., thereby giving rise to innovative formats that cater to viewer preferences such as binge-watching. They are also popular because they provide access to programmes 24/7 unlike traditional broadcast channels. Hence, live-streaming has emerged as one of the key applications of OTT, where users can stream their favourite programmes on demand irrespective of time and location. Live-streaming has led to unprecedented viewership data being collected, which includes user location and viewing behaviour information.
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Over-the-top (OTT) Applications
An OTT application is a software application that provides a specific service on the Internet, typically using a web browser. In India, the OTT market share is growing rapidly with more and more people using these applications to communicate, watch TV, and stay connected. The main reasons for this growth are the increasing number of mobile users and broadband connections.
What does it mean for businesses in India?
According to a report by KPMG, the number of subscribers of OTT players in India are expected to reach 627 million by 2023. This represents a CAGR of 36% from 2017 to 2023. The report also states that the Indian OTT market is expected to grow from INR 25.6 billion in 2017 to INR 103.9 billion by 2023, at a CAGR of 32%.
In India, the term OTT is often used to refer to video streaming apps. For example, Netflix and Amazon Prime Video are classified as OTT because they provide videos to consumers through their websites or apps instead of cable TV channels. As well as providing content, these companies also offer their own programming such as House of Cards or Transparent.
Furthermore, since Indian viewers do not need a subscription fee to use the company’s content, they usually opt for these services instead of cable packages which require payment after each month. For example, if you want access to the BBC iPlayer app, then you will have to pay around £6 per month. On the other hand, if you subscribe to Netflix then there is no monthly charge-so it may be preferable for some people due to its lower cost.
Over-the-top (OTT) Content Providers in India
In the most basic sense, an over-the-top (OTT) content provider is any company that offers streaming media as a standalone product. This can include traditional broadcasters like ABC and NBC, who are now offering their live linear feeds online without the need for a cable or satellite TV subscription. It also includes newer companies like Netflix and Amazon, who offer original programming and on-demand movies and TV shows that can be streamed at any time. And it even includes companies like Facebook and YouTube, who offer video content that can be watched on their respective platforms.
The difference between OTT and linear television lies in how they are delivered to viewers. Linear television sends one channel of programming to all viewers within its designated area, while OTT provides individualized viewing experiences tailored to each viewer’s interests through content curation or algorithmic recommendations.
OTT Providers in India
| OTT Player | Company | Started in |
|---|---|---|
| Addatimes | Addatimes Media Private Limited | 2016 |
| Aha | Arha Media & Broadcasting Pvt. Ltd. | 2020 |
| Airtel Xstream Premium | Bharti Airtel | 2022 |
| ALTBalaji | Balaji Telefilms | 2017 |
| Amazon Prime Video | Amazon | 2016 |
| Apple TV+ | Apple Inc | 2019 |
| Asianet Mobile TV | Asianet Satellite Communications | 2015 |
| BIGFlix | Reliance Entertainment | 2008 |
| Crunchyroll | Sony | 2006 |
| Discovery+ | Warner Bros. Discovery | 2020 |
| Disney+ Hotstar | Star India (The Walt Disney) | 2015 |
| Eros Now | Eros International | 2015 |
| Hungama Play | Hungama Digital Media Entertainment | 2015 |
| JioCinema | Jio Platforms | 2016 |
| JioTV | Jio Platforms | 2016 |
| ManoramaMAX | Malayala Manorama TV Ltd. | 2019 |
| MX Player | Times Internet | 2018 |
| Netflix | Netflix Inc. | 2015 |
| ShemarooMe | Shemaroo Entertainment | 2019 |
| SonyLIV | Culver Max Entertainment | 2013 |
| Sun NXT | Sun Group | 2017 |
| Vi Movies and TV | Vodafone Idea Ltd | 2020 |
An over-the-top content provider (OTT) is a media service provider that delivers content directly to viewers over the internet, without requiring users to subscribe to a traditional cable or satellite television service.
OTT in India has been on the rise with the growth of broadband and mobile data services.
What does it mean for the future of television in India?
OTT refers to any form of digital content that can be consumed on any internet-connected device. This includes everything from movies and TV shows to news and sports. It could also include music streaming services like Spotify and Pandora, gaming sites like Steam, virtual reality platforms like YouTube VR, websites like Twitter and Facebook—or anything else you might find online.
In contrast to what you might get through traditional broadcast channels such as Free-to-Air (FTA) or Pay Television Channels (PTC), which are restricted by geography and broadcasting licenses, an OTT service provides consumers with access to any type of content available anywhere in the world where there is an internet connection.
OTT means that consumers no longer need a cable subscription or even a dish antenna to get access to their favorite TV shows and sporting events. All they need is an internet connection! With the emergence of smartphones and fast 4G networks, more and more people are switching to this type of viewing experience. As opposed to choosing between paying for a cable package or buying an antenna every year, people have found other ways to consume their entertainment through these easy-to-use apps. Some common examples include Disney+ Hotstar, Amazon Prime Video, Netflix India, Hooq, Zee5 and Eros Now among others. Consumers can now watch whatever they want anytime they want on demand at home or while travelling. In 2023, five main companies—Netflix, Vidio, Disney+ Hotstar, MNC Digital, and Viu—will generate 75% of all premium video earnings.
OTT providers make use of cloud computing technology that allows them to store video content in remote servers accessed by customers across various devices including laptops, smartphones tablets etcetera.
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OTT Platforms Market Share in India 2023
According to research conducted by Frost & Sullivan, the Indian OTT video market generated revenues worth INR 22.62 Bn in 2020 and this figure is expected to rise substantially up to INR 93.67 Bn by 2025.
In India, the OTT market was $0.8 billion in 2018 and expected to grow to $5.03 billion by 2023. This growth can be attributed to the increasing number of internet and mobile users in the country. By 2023, it is estimated that there will be 627 million internet users and nearly 1 billion mobile phone users in India. The vast majority of these people are young, with 86% between the ages of 15-35 years old. What’s more, 84% have access to a smartphone. The population is also split evenly between males and females, which make up approximately 50% each.
According to Online Video Trends and Omdia Consumer Research, the top OTT Platforms in India 2023:
| Top OTT Player in India | Market Share |
|---|---|
| Disney+Hotstar | 41% |
| Eros Now | 24% |
| Amazon Prime Video | 9% |
| Netflix | 7% |
| ZEE5 | 5% |
| ALTBalaji | 5% |
| SonyLIV | 3% |
There are many popular OTT players in India, but some of the most popular ones include Disney+Hotstar, Amazon Prime Video, and Netflix. Others are YuppTV, Sony Liv, Viu, ALT Balaji, SONYLIV, HOOQ, Eros Now, Bigflix, ZEE5, Voot, Jio Cinema, Jetty Media, ARY Digital, Sportskeeda, Adda. Each of these platforms has a different selection of content, so it’s important to choose one that best suits your needs.
Disney+ Hotstar is a great option for those who want to watch Indian television shows and movies, while Amazon Prime Video offers a more global selection. Netflix is a good choice for those who want to watch Hollywood movies and TV shows. The Indian over-the-top (OTT) video market is expected to grow from INR 22.62 Bn in 2020 to INR 93.67 Bn by 2025, at a CAGR of 33.8%.
The growth of the OTT video market in India can be attributed to the increasing penetration of smartphones and high-speed broadband services, coupled with the evolving content preferences of viewers. In terms of content genre, live sports continues to dominate the Indian OTT video market, followed by movies and TV shows.
Popular OTT Platform in India 2023
OTT stands for over the top and refers to services that use the internet to distribute streaming video, music, and other content to consumers, instead of through a traditional channel such as cable or satellite TV providers. The OTT market has become increasingly important over the past few years with the rise of subscription-based streaming services such as Netflix, Hulu, Spotify, and Amazon Prime Video.
The current popular OTT platforms in India are Disney+ Hotstar, Amazon Prime Video and Netflix. In 2023, these platforms will have to share the market with a few new entrants. These new players will be Voot, JioTV+, and SonyLIV. All these platforms will have their own unique content offerings which will be a mix of original content, exclusive content, and licensed content. But one thing that all these platforms will have in common is mobile devices as the primary screen for watching content.
Streaming video on mobile devices has increased sharply in recent years, driven by high-speed internet connections and low-cost smartphones. Mobile video viewing time was estimated at 34% of total video viewing time in 2018 according to Statista – up from just 2% in 2013. And this figure is expected to increase further in 2019 as more people come online. More than 480 million Indians are expected to access the internet through mobile phones by 2020, while the number of smartphone users is projected to grow by 37%. With an increasing number of smartphone users who watch streaming videos on their phone, it’s clear that OTT in India would be worth considering. One way to make a mobile device more effective for streaming video is to invest in the appropriate apps and hardware.
Hardware may include a tablet or laptop. Apps can provide viewers with access to thousands of TV shows and movies instantly on demand. For example, both Amazon Prime Video and Netflix offer unlimited streaming plans. Another option is an antenna. An antenna provides free live television channels via broadcast television networks such as ABC, CBS, NBC, FOX, CW and PBS without the need for cable TV subscriptions or paid services like Hulu or YouTube TV service providers (OTTP).
Number of Subscribers of OTT Players in India 2023
According to a report, as of, 2023, there are 45 crore OTT subscribers in India.
| OTT Player | Number of Subscribers |
|---|---|
| Disney+Hotstar | 14 crores |
| Amazon Prime Video | 6 crores |
| Netflix | 4 crores |
| ZEE5 | 3.7 crores |
| SonyLIV | 2.5 crores |
Disney+Hotstar is the top OTT platform with 14 crores subscribers, followed by Amazon Prime Video (6 crores) and Netflix (4 crores). Fourth on the list is ZEE5 with 3.7 crores subscribers, followed by SonyLIV (2.5 crores).
In India, the number of subscribers of over-the-top (OTT) players will reach 466 million by 2023. This projection is based on a report by Media Partners Asia (MPA). The report also said that the OTT market in India will be worth $5 billion by 2023. The primary drivers for this growth are increasing broadband penetration, affordability of data plans, and rising smartphone penetration.
Most-Watched Hindi Shows in India 2022
According to a report by Ormax Media, here are five of the most Watched Hindi Shows 2022 that are liked by Indian audiences:
| Shows | Viewership (in million) |
|---|---|
| Rudra: The Edge Of Darkness | 35.2 |
| Aashram S3 | 34.3 |
| Panchayat S2 | 29.6 |
| The Great Indian Murder | 23 |
| Lock Upp | 21.2 |
Most-Watched Hindi Movies in India 2022
According to a report by Ormax Media, here are five of the most Watched Hindi Movies 2022 that are liked by Indian audiences :
| Movies | Viewership (in million) |
|---|---|
| A Thursday | 25.5 |
| Gehraiyaan | 22.3 |
| Kaun Pravin Tambe? | 20.2 |
| Jalsa | 13.9 |
| Sharmaji Namkeen | 12.7 |
Most-Watched International Shows in India 2022
According to a report by Ormax Media, here are five of the most Watched International Shows 2022 that are liked by Indian audiences :
| International Shows | Viewership (in million) |
|---|---|
| Moon Knight | 23.4 |
| Ms. Marvel | 16.7 |
| Stranger Things S4 | 15.8 |
| The Boys S3 | 9.6 |
| All Of Us Are Dead | 7.8 |
Drivers & Challenges faced by OTT Players
OTT services in India are still in a nascent stage with low penetration. The main challenge for these players is to build awareness and familiarity among Indian consumers who are used to traditional linear TV. Lack of affordable broadband and 4G connectivity in rural areas is another key challenge. While some telcos offer data plans that are designed for video streaming, they are still relatively expensive compared to other markets.
Another challenge is the fragmented nature of the market, with many small players competing for a share of the pie. There are also regulatory challenges, such as having to obtain licenses and content clearances which vary across regions, making it difficult for new entrants to launch their business. It is worth noting that there have been reports of bans on social media apps like Facebook, WhatsApp and Twitter by different state governments because the ruling party feels threatened by the potential misuse of such apps during elections. Many believe this has had an adverse effect on digital penetration in the country.
Future Growth Potential of OTT in India
The Indian online video market is growing at a tremendous pace with the entry of new Over-The-Top (OTT) players. There are more than 50 active OTT platforms in India as of 2023. The competition is only going to get tougher with the launch of Disney+ Hotstar, Amazon Prime Video, and other international platforms. But despite the cut-throat competition, there is still a lot of potential for growth in the Indian OTT market. This is because the current penetration of online video consumption in India is still very low at around 10%.
Moreover, with improving internet infrastructure and increasing affordability, this number is only going to go up in the coming years. OTT services accounted for nearly 20% of the total time spent on digital media content in 2018. With increased adoption, it will not be surprising if it surpasses 50% by 2023.
But OTT services have also come under scrutiny from regulatory bodies like TRAI due to their adverse impact on traditional cable and satellite businesses. In response, these providers have now started implementing strategies such as pricing plans that can suit both niche customers and mainstream audiences so that they don’t end up becoming irrelevant overnight.
OTT Market from 2023 Onwards
The online video market in India is expected to grow at a compound annual growth rate (CAGR) of 18.5% from 2019 to 2024, with the number of subscribers reaching 450 million by 2024. This growth can be attributed to several factors, such as the increasing availability of high-speed broadband internet, declining data prices, and the growing popularity of online content streaming services.
Over-the-top (OTT) services are those that are provided over the internet, without the need for a traditional cable or satellite TV subscription.
In India, some of the most popular OTT platforms include Netflix, Amazon Prime Video, Disney+ Hotstar, and Zee5. It’s important to note that there are also multiple local players in this space, like Voot and Jio TV. And then there’s Alt Balaji, which has recently entered the game.
OTT services have been attracting customers thanks to their low pricing plans and diverse offerings. For example, one of the things which sets these providers apart from each other is the diversity of languages available on their platform: While Netflix offers only English content right now, Disney+ Hotstar has dubbed into Hindi. Similarly, while Amazon Prime Video is primarily focused on English language videos right now, but they’re planning to expand their regional offerings soon enough; they’ll be dubbing into Hindi soon too!
OTT companies charge a monthly fee to watch different types of content, but the rates differ significantly depending on what you want. For instance, Netflix charges around Rs 500 per month for its premium plan and Rs 250 per month for its basic plan.
And because many Indians don’t subscribe to any service (even though it could cost them less than Rs 200 per month), it makes sense that many of them will choose whatever suits their needs best. Right now, most people go with Jio TV because it’s affordable – Rs 99 per month – and includes both Indian channels and international ones.
