With over 40 over-the-top media services (OTT) in India, more and more people are opting to watch content online. In the fiscal year 2018, the OTT market in India was worth ₹2150 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 by INR 11.97K crore by 2023. This growth is directly connected to the surge in the number of internet users which are expected to cross 735 million by 2021 with more than 73% of them consuming content in Indian regional languages. According to the KPMG report, Indian subscribers spend 20-25 minutes on an average on various OTT platforms. Here we bring to you, the top contenders in the Indian OTT market.
1. Disney+ Hotstar
Disney+Hotstar takes the lead in India with over 400mn monthly active users. Also, the platform earlier this month revealed that they have over eight million paid subscribers in India – making it the highest subscribed paid 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 Disney backed platform is the 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 a subscription 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, along with international and local content. Earlier SonyLIV had claimed to have 70-80 million monthly active users, with 20-25% 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 million in 2019. When Netflix last revealed numbers, the world’s biggest streaming service – which had over 167 million paid subscribers worldwide – had over 16 million paid subscribers in the Asia Pacific.
Voot is Disney+Hotstar’s closest competitor by monthly active users. It crossed a monthly 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 up to the neck in the market of digital platforms with many more like Zee5, ALTBalaji, MX Player, Mubi, Arre, ErosNow, etc along with platforms providing content in regional languages like Aha, Hoichoi and alike.
The above list is created on the basis of a study by counterpoint research and other such surveys.