A detailed insight and analysis on the online subscription video market in India in 2018. The Market Monitor provides the key data and the basic facts that have shaped the market. It offers subscription data on all major services. It analyses the impact on the market that digital disruptors like Reliance Jio had with the slashing of mobile broadband prices. Reliance Jio's investment in the OTT and content production business are also covered. The Market Monitor is also providing a thorough and concrete analysis of the investment strategies that the local and international OTT servcies have for the country with a special emphasis on original Indian content investment by Netflix and Amazon prime Video. The current regulatory regime is analysed with reference to Net Neutrality legislation. Finally, the Market Monitor provides brief case-studies of some of the major OTT servcies in India.
- India has one of the most dynamic and fast-growing online video subscription markets in the world . Over-the-top (OTT) subscriptions reached 12.21 million by the end of 2018, more than double the 5.12 million subscriptions at the end of 2017. Growth has been rapid at a CAGR of 201.6% between 2015 and 2018.
- Revenue growth over the same period is equally as impressive up from $1.46 million in 2015 to $ 44.6 million in 2018– a CAGR of 212.6%.
- Key initiators of growth in the Indian online video subscription market can be pinpointed to two events which occurred in the second half of 2016:
The entrance of Reliance Jio to India’s mobile broadband market which lead to a notable drop in the cost of accessing mobile broadband.
The demonetization of high-denomination currency which has driven many Indians to adopt online payments and to use credit cards.
- 2016 was also the year Amazon Prime Video and Netflix started their business in India. However it is a local service, Hotstar, which is the market leader in the country at the end of 2018. Netflix in India is trailing Amazon Prime Video given the e-retailer is less expensive and offers more varied content. Local OTT services ALT Balaji, Eros Now and Zee5 joined Hotstar and global online video giants Amazon Prime Video and Netflix on the OTT leaderboard in 2018.
List of Tables and Charts:
- Chart 1: OTT Subscriptions, 2013-2022
- Chart 2: OTT Subscription Revenues, 2013-2022
- Chart 3: Pay TV and OTT Subscriptions, 2013-2022
- Chart 4: Pay TV and OTT Net Additions, 2013-2022
- Chart 5: Pay tv and OTT revenues 2013-2022 in USD billions
- Chart 6: Pay TV and OTT ARPU 2013-2022 in USD
- Chart 7: The split of OTT subscription services in 2018
- Table 1: Reliance Jio: Investments in its TV and OTT business
- Table 2: Amazon Prime Video and Netflix Indian original investment by content genre
- Table 3: Amazon Prime Video: Investment in Indian original content - titles (1)
- Table 4: Amazon prime Video: Investment in Indian original content - titles (2)
- Table 5: Netflix: Investment in Indian original content - titles (1)
- Table 6: Netflix: Investment in Indian original content - titles (2)
- Chart 8: Investment in Indian content by major OTT services 2018-2019
- Chart 9: Netflix Subscriptions, 2016-2022
- Chart 10: Amazon Prime Video Subscriptions, 2016-2022
- Chart 11: Hotstar Subscriptions, 2016-2022
- Chart 12: Zee5 Subscriptions, 2016-2022
- Chart 13: EROS Now Subscriptions, 2016-2022
- Chart 14: Sony Liv Subscriptions, 2016-2022
- Chart 15: Alt Balaji Subscriptions, 2016-2022
Number of pages: 31
Number of Tables and Charts: 6 Tables and 15 Charts
Associate Director, Service Providers & Platforms
Mr. Constantinos Papavassiliopoulos, associate director at IHS Markit, is responsible for covering TV and online video market developments.
Senior Research Analyst, Advertising and Television Media
Kia Ling Teoh is a senior research analyst, Advertising & Television Media at Omdia.
Senior Research Analyst, Online Video
Jun Wen Woo is a senior research analyst for Online Video at Omdia.