Guess What Drives The Indian OTT Market

Guess What Drives The Indian OTT Market

By Binged30 June, 2020 3 min read
Guess What Drives The Indian OTT Market

As Indian demography is titled towards the youth, so is the Indian OTT video content market, with whooping 89% of the users within the 16-35 years age group as per the study by Counterpoint Research. Male users account for over 79% of the total market. This is in strong contradiction to the traditional TV-viewing audience, which is dominated by women. Salaried employees are the largest consumer group of OTT groups, followed by students, business owners, housewives and others.

The number of OTT apps in the country has risen tremendously in the past few years yet the video consumption on these platforms in metro/big city driven. A study by Counterpoint Research reveals that the top five metros account for 55 per cent of the OTT users in the country, while Tier 1 cities bring to 36 per cent of the audience. Local player Hotstar takes the lead with 56% of its users hailing from metro cities. The Disney backed platform, with a sharp focus on cricket and content partnerships, also has the highest penetration of non-paying users. The platform crossed 300 million viewers just ahead of Game of Thrones earlier this year. It also houses some of the most-viewed live sports properties, including the IPL, which holds the global record in real-time streaming. Disney+ Hotstar is followed by Amazon’s Prime Video, SonyLIV, Netflix, Voot, Zee5, AltBalaji, and ErosNow in terms of the percentage of subscribers to the platform, as per the survey.

While the subscription-based market (SVOD) continuous to grow, the Indian OTT market remains highly focused on the ad-based model (AVOD), where advertisements drive revenue. Netflix and Amazon’s Prime Video, belonging to the former category of the subscription-based model, were found to be highly popular in metros. Top five metros account for more than 65% users of these platforms. These two platforms also have the highest number of salaried employees.

In terms of engagement, Counterpoint Research survey found that ErosNow users were the most engaged users, with 68% of its users indicating that they watch content on the platform daily. The platform continues to thrive through partnerships. In India, it partnered with Xiaomi for free-installation on smart TVs. ErosNow has the highest percentage of its users consuming content on smart TVs. ErosNow also remains the only major Indian OTT platform to partner with Apple TV+ service which will launch across the globe later this year.

The study found that the smartphone is the most popular device for OTT video content consumption with Xiaomi being the most popular smartphone brand among OTT users. As far as the most popular network is concerned among OTT users in India, Jio tops the list followed by Airtel and Vodafone-Idea. While Hindi and English remained the most preferred language for content consumption, among regional languages, Telugu was the most popular, followed by Punjabi, Bengali, Marathi, Tamil and others. The study also found that action and comedy are the most preferred genres. While preference for action was the highest among male users, drama and romantic genre content were found to be popular among female users.

Commenting on the findings, Senior Analyst, Hanish Bhatia said, “India is a young country and OTT video market is a very competitive space in India at present. Platforms are focusing on prise innovation, content creation and acquisition, and partnerships as the engine for growth. The low cost of mobile data and affordable smartphones have revolutionized overall video content consumption in India. However, OTT platforms have struggled to register profits, creating an environment ripe for acquisitions or exits. Having said that, new players continue to enter the market as it is expected to record double-digit growth from subscription revenues during the next five years”.

Counterpoint’s survey sampled users from 25 major cities across India. Key platforms included in it were Hotstar, Amazon Prime Video, SonyLIV, Netflix, Voot, Zee5, ErosNow, ALTBalaji, YuppTV, Viu, DittoTV, Hooq, Arre and Spuul.

Binged
Written by

Binged

India’s No #1 OTT Portal for Binge Watchers.

Trending articles

Exclusive: Vijay Varma Had To Run Away From Home To Be An Actor

Exclusive: Vijay Varma Had To Run Away From Home To Be An Actor

Vijay Varma is sure on a high. The actor has become one of the most sought-after faces in the web series space off late. In the past one year, Varma has given impressive performances in She, Mirzapur 2, A Suitable Boy, and most recently Disney+ Hotstar’s whacky sci-fi comedy series OK Computer.
By Neel Gudka < 1 min read
Mammootty’s Lockdown Blockbuster Is Coming To Amazon Prime Video
Malayalam Movie Article

Mammootty’s Lockdown Blockbuster Is Coming To Amazon Prime Video

Mammootty’s recent outing ‘The Priest‘ is dropping on Amazon Prime Video this Vishu and the audience who couldn’t catch up with it on the big screen are quite excited. The film garnered praise for its performances, making and background music. As you are warming up to watch the film on April 14, here are some of the things to look forward to – 
By Devisree Jayakumari 2 min read
Netflix Is Giving Us The Chaser To ‘Wild Wild Country’ We All Need

Netflix Is Giving Us The Chaser To ‘Wild Wild Country’ We All Need

Netflix dropped the first trailer of Searching for Sheela, their upcoming documentary about Ma Anand Sheela, the controversial former aide to spiritual figure Osho. Their story was previously the subject of the Netflix docuseries Wild Wild Country.
By Akhil Rajani < 1 min read
See more articles
Privacy Note
By using www.bookmyshow.com(our website), you are fully accepting the Privacy Policy available at https://bookmyshow.com/privacy governing your access to Bookmyshow and provision of services by Bookmyshow to you. If you do not accept terms mentioned in the Privacy Policy, you must not share any of your personal information and immediately exit Bookmyshow.
List your Show
Got a show, event, activity or a great experience? Partner with us & get listed on BookMyShow
Contact today!
Copyright 2021 © Bigtree Entertainment Pvt. Ltd. All Rights Reserved.
The content and images used on this site are copyright protected and copyrights vests with the respective owners. The usage of the content and images on this website is intended to promote the works and no endorsement of the artist shall be implied. Unauthorized use is prohibited and punishable by law.