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.
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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 2024. This represents a CAGR of 36% from 2017 to 2024. 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 2024, at a CAGR of 32%.
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.
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OTT Platforms Market Share in India 2024
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 2024
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, Jiocinema 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.
Number of Subscribers of OTT Players in India 2024
According to a report, as of, 2024, 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
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
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
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 2024. 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 2024.
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.
