India currently has over 95+ OTT players in India spread across — Music, Video, Audio & Podcast category. Despite concerns around business model and revenue generation, so far, Indian OTT players have been successful in capturing the attention of the price-sensitive audience.
The report offers detailed comparison between all key local and international players in the Indian OTT segment with a deep dive into the content creation, distribution and consumption patterns in each sub-segment.
The Big Battle: Indian Vs International Video OTT Platforms
Factors Driving The Growth Of Vernacular Content On OTT Platforms
India’s OTT Landscape For Kids Content
Music Streaming Landscape And Business Models
Audio Streaming & Podcast Landscape, Business Models & Key Players
Covid-19 Impact & Future Trends
Summary
Over the last few years, a chunk of the digitally-sophisticated audience has shifted its interest to new-age OTT platforms as the source of entertainment and recreation. Netflix, Amazon Prime, Hotstar, Gaana, Spotify, Khabri, Hubhopper and Aawaz have been seeing healthy growth in the Indian market, paving the way for healthy competition in the audio and video streaming market.
Today, between the Indian and international players, the battle is primarily centred around on regional, originals and kids content. The entry of deep pocketed teco players like Reliance Jio, Airtel and DTH players including Tata Sky and Dish TV has only intensified this battle. The ongoing COVID-19 pandemic has further accelerated the deep pocket wars.
With most of the people working from home or in complete lockdown state, OTT platforms have observed an average 15% rise in consumption of both audio and video. This report provides an overview and insights about the rapidly growing OTT industry in India, along with a detailed analysis of the future growth opportunities in this segment.
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