India: a fast-growing TV & OTT market fuelled by demand for unique content

January 16, 2018  | Subscribers Only

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India is one of the fastest growing TV and online markets in the world, driven by its large population and economic growth. It is also the largest market outside the US for 21st Century Fox and Sony Pictures. The country’s online video market has grown rapidly thanks to the easy affordability of mobile devices and data connection. Despite the rapid growth in the online video adoption, TV will remain the largest contributor to Indian advertising revenues in the next five years as broadcasters continue to ramp up programming. 


  • IHS Markit estimates that online video advertising revenue in India will grow to 60.5 billion rupees ($1.0 billion) in 2021. The subscriber base of paid-for online video services will triple its size to 18 million in 2021.
  • TV companies are changing their strategy to adapt to increasing online video consumption.
  • TV continues to command the leading share of Indian advertising revenue, growing at CAGR of 14.9% in 2018-2021.

 List of tables and charts:

  • India: advertising and real GDP growth 2012-2021
  • India: Total subscription online video revenue, 2012-2021
  • Ad revenue, ad growth and the size of programming spend of key Indian broadcasters in 2017
  • A list of independent content producers and affiliated OTT platforms

Number of pages: 7

Number of Tables and Charts: 

Kia Ling Teoh

Senior Research Analyst, Advertising and Television Media

Kia Ling Teoh is a senior research analyst, Advertising & Television Media at Omdia.

Jun Wen Woo

Senior Research Analyst, Online Video

Jun Wen Woo is a senior research analyst for Online Video at Omdia.

Research by Market
Media & Advertising
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