Report Overview

India OTT Services Market - Industry Trends & Forecast Report, 2028

India OTT services market size is projected to grow at a CAGR of 22.5% during the forecast period between 2022 and 2028, reaching a value of USD 2.41 billion by 2028. The primary driver of the industry is the deepening penetration of mobile phones and digital device networks, which fuels demand for OTT services. Consumer electronics and smartphones are becoming increasingly popular in India. The consumer electronics sector has helped in transforming the primary B2B and B2C businesses. In densely populated areas, increased investments in various wireless sectors have resulted in increased demand for over-the-top (OTT) equipment and services. The increasing adoption of artificial intelligence (AI), data mining, the internet of things (IoT), and 5G technology is expected to drive the demand for OTT applications and services, as has research activity in the field of e-commerce and internet-based financial services.

India OTT Services Market – Overview

Over-the-top (OTT) service refers to the delivery of movies and television shows to digital users without the need for a cable or satellite TV subscription. OTT content is frequently downloaded and viewed directly by the user. Movies and television programs are examples of this type of content, which is delivered directly over the internet to connected devices, such as PCs, tablets, smartphones, and consoles. OTT services are currently in their infancy and are widely accepted as a trending technology around the world. The OTT market is expected to undergo an innovative and advanced transformation, allowing buyers to access everything they require in a single location.

India OTT Services Market

Growth Drivers

Increasing internet access through smart devices driving India OTT market

Today, there are more than 1 billion active smartphone subscriptions in India. Viewers can access content whenever, wherever, and on their preferred device by simply connecting their smart devices to the subscribed OTT services. The most popular service channel for many service media platforms is mobile. On gaming platforms, the popularity of drama series and video games is rising, which has a significant positive impact on the OTT market's expansion. Another main factor driving the growth of OTT services is deeper broadband penetration. Access to high-speed broadband internet has increased the number of internet users and their access to OTT content, such as video, music streaming, and VoIP. This will increase demand for OTT content and lead to the India OTT market expansion. Innovative technologies and untapped potential in emerging markets may provide favorable growth opportunities for India OTT services market.

Restraints

High cost of OTT services

The costs related to OTT services may deter new players from entering the market, thereby limiting market expansion. Additionally, the presence of inexpensive alternatives, such as satellite or cable-based programming, may limit the expansion of OTT during the forecast period. The lack of technical experts and skilled professionals could also limit the market's expansion. The high costs associated with using and accessing the services will slow the market growth. Poor internet services, which affect image and audio quality depending on the internet connection, may also affect India OTT market.

Impact of COVID-19 on India OTT Services Market

During COVID-19 pandemic, the demand for OTT and online streaming services significantly increased due to the temporary closure of theatres, box offices, and entertainment venues. The number of users who subscribe to online video-on-demand (VoD) services increased rapidly throughout the countrywide lockdown. For instance, the India Brand Equity Foundation reports that paid subscriptions to video platforms increased by 13% in just four months in 2020. COVID-19 pandemic accelerated the move from pay-tv to OTT video streaming services. The OTT market in India is expected to expand significantly over the next few years, and this growth trend is forecast to last even after the COVID-19 pandemic.

India OTT Services Market

Segmental Coverage

India OTT Services Market - By Service Application

By service application, India OTT services market has Media and Entertainment, Education and Learning, Gaming, and other segments. India OTT services market is expected to benefit from the media and entertainment segment. The growing use of smart connecting devices, such as smartphones, laptops, and tablets, as well as their compatibility with OTT applications, will drive up demand for OTT services exponentially in the coming years. OTT services have emerged as the most popular mode of entertainment, particularly among the young population, and because watching series and content is a new nascent trend, this will lead to the availability of key OTT services.

India OTT Services Market - By Device Type

On basis of device type, India OTT services market has Smartphones/Tablets, TVs, Gaming Consoles, and other segments. A sizable portion of the OTT market belongs to the Smartphones/Tablets segments. Due to the widespread use of smartphones/tablets, OTT services are now widely used, which promotes market expansion. As they continue to use their laptops, smartphones, and tablets to enhance OTT devices and facilities, generation Z and millennial users of these OTT services have seen an overall increase in the use of these services. The mandated adherence to laws by regulatory organizations and businesses has altered how these solutions are applied. Due to the higher cost of using laptops and tablets, customers continue to use smartphones to access OTT services, which is accelerating the demand for OTT services in India.

India OTT Services Market - By Revenue Type

On basis of revenue type, India OTT services market has Subscription, Advertisement, Hybrid, and other segments. During the forecast period, the subscription segment is expected to gain the largest market share. OTT service revenue growth can be attributed to the expanding subscription segment revenue. Customers in India use subscriptions. On the other hand, the Advertisement segment is expected to experience significant revenue growth because of OTT application advertising.

India OTT Services Market - By User Type

Based on user type, India OTT services market has two segments: Personal and Commercial. Commercial users accounted for the majority of the OTT market size in 2021 and are expected to grow significantly during the forecast period. In addition, personal user type is expected to grow at a faster rate during the forecast period. During the forecast years, the market growth will be driven by rising demand for OTT services that provide a personalized experience.

India OTT Services Market – By End User

On basis of end user, India OTT services market has Residential, Education & Training, Health & Fitness, IT & Telecom, BFSI, Government, and other segments.

India OTT Services Market – By Region

In terms of geography, India OTT services market has five major regions: North India, South India, East India, and West India.

Competitive Landscape

India OTT services market is fiercely competitive. Prominent players in the market include Amazon Web Services, Inc. (Prime Video), Apple Inc, Facebook, Inc., Google, LLC., Netflix Entertainment Services India LLP (Netflix), Zee Entertainment Enterprises (Zee 5), Sony Pictures Networks India Pvt Ltd (Sony Liv), Reliance Jio Infocomm Limited (Jio Cinema & JioTV), Times Group (MX Player), Eros International plc (Eros Now), ALT Digital Media Entertainment Limited (ALT Balaji), Viacom18 Media Pvt. Ltd. (Voot), and Microsoft Corporation. These market leaders use key strategies, such as new product and service launches, mergers and acquisitions, partnerships, collaborations, and joint ventures. To further grow their market share, these companies are also focusing on investing in innovations and expansions.

Recent Developments

• In August 2022, Netflix launched a new cheaper mobile-only monthly subscription for INR 199 in India.

• In May 2021, Amazon India launched miniTV, an advertisement-supported, free video streaming service for various contents.

Scope of the Report

By Service Application

• Media and Entertainment

• Education and Learning

• Gaming

• Others

By Device Type

• Smartphones/Tablets

• TVs

• Gaming Consoles

• Others

By Revenue Type

• Subscription

• Advertisement

• Hybrid

• Others

By User Type

• Personal

• Commercial

By End User

• Residential

• Education & Training

• Health & Fitness

• IT & Telecom

• BFSI

• Government

• Others

By Region

• North India

• South India

• East India

• West India

1. Research Framework
   1. Research Objective
   2. Product Overview
   3. Market Segmentation
2. Executive Summary
3. India OTT Services Market Insights
   1. Industry Value Chain Analysis
   2. DROC Analysis
      1. Growth Drivers
         1. Flexibility and ease of use to offer seamless customer experience
         2. Internet proliferation with penetration of smart devices
         3. Availability of variety of content
         4. Surge in demand for live streaming channels
         5. Rise in demand for OTT services and gaming since lockdown
      2. Restraints
         1. Lack of data network infrastructure
         2. Latency issue
         3. Threat to privacy of content consumption and security of user database
         4. High cost of OTT services
      3. Opportunity
         1. Mergers with national procedures and film studios
         2. New developments in OTT technology
         3. Emergence of new OTT markets
      4. Challenges
         1. Complex IP, government frameworks, and licensing
   3. Technology Advancements/Recent Developments
   4. Regulatory Framework
   5. Porter’s Five Forces Analysis
      1. Bargaining Power of Suppliers
      2. Bargaining Power of Buyers
      3. Threat of New Entrants
      4. Threat of Substitutes
      5. Intensity of Rivalry
4. India OTT Services Market Overview
   1. Market Size & Forecast by Value, 2018–2028
      1. By Value (USD Million)
   2. Market Share & Forecast
      1. By Service Application
         1. Media and Entertainment
         2. Education and Learning
         3. Gaming
         4. Others
      2. By Device Type
         1. Smartphones/Tablets
         2. TVs
         3. Gaming Consoles
         4. Others
      3. By Revenue Type
         1. Subscription
         2. Advertisement
         3. Hybrid
         4. Others
      4. By User Type
         1. Personal
         2. Commercial
      5. By End User
         1. Residential
         2. Education & Training
         3. Health & Fitness
         4. IT & Telecom
         5. BFSI
         6. Government
         7. Others
      6. By Region
         1. North India
         2. South India
         3. East India
         4. West India
5. North India OTT Services Market
   1. 1. Market Size & Forecast by Value, 2018–2028
      2. By Value (USD Million)
   2. Market Share & Forecast
      1. By Service Application
      2. By Device Type
      3. By Revenue Type
      4. By User Type
      5. By End User
6. South India OTT Services Market
   1. Market Size & Forecast by Value, 2018–2028
      1. By Value (USD Million)
   2. Market Share & Forecast
      1. By Service Application
      2. By Device Type
      3. By Revenue Type
      4. By User Type
      5. By End User
7. East India OTT Services Market
   1. Market Size & Forecast by Value, 2018–2028
      1. By Value (USD Million)
   2. Market Share & Forecast
      1. By Service Application
      2. By Device Type
      3. By Revenue Type
      4. By User Type
      5. By End User
8. West India OTT Services Market
   1. Market Size & Forecast by Value, 2018–2028
      1. By Value (USD Million)
   2. Market Share & Forecast
      1. By Service Application
      2. By Device Type
      3. By Revenue Type
      4. By User Type
      5. By End User
9. Competitive Landscape
   1. List of Key Players and Their Offerings
   2. India OTT Services Company Market Share Analysis, 2021
   3. Competitive Benchmarking, By Operating Parameters
   4. Key Strategic Development (Mergers, Acquisitions, Partnerships, etc.)
10. Impact of Covid-19 on India OTT Services Market
11. Company Profile (Company Overview, Financial Matrix, Competitive Landscape, Key Personnel, Key Competitors, Contact Address, and Strategic Outlook)
    1. Amazon Web Services, Inc.
    2. Apple Inc
    3. Facebook, Inc.
    4. Google, LLC.
    5. Netflix Entertainment Services India LLP (Netflix)
    6. Zee Entertainment Enterprises (Zee 5)
    7. Sony Pictures Networks India Pvt Ltd (Sony Liv)
    8. Reliance Jio Infocomm Limited (Jio Cinema & JioTV)
    9. Times Group (MX Player)
    10. Eros International plc (Eros Now)
    11. ALT Digital Media Entertainment Limited (ALT Balaji)
    12. Viacom18 Media Pvt. Ltd. (Voot)
    13. Microsoft Corporation
    14. Other Prominent Players
12. Key Strategic Recommendations
13. Research Methodology
    1. Qualitative Research
       1. Primary & Secondary Research
    2. Quantitative Research
    3. Market Breakdown & Data Triangulation
       1. Secondary Research
       2. Primary Research
    4. Breakdown of Primary Research Respondents, By Region
    5. Assumptions & Limitations

*Financial information in case of non-listed companies will be provided as per availability

**The segmentation and the companies are subjected to modifications based on in-depth secondary for the final deliverable

List of Figures

Figure 1      India OTT Services Market Segmentation

Figure 2      India OTT Services Market Value Chain Analysis

Figure 3      Company Market Share Analysis, 2021

Figure 4      India OTT Services Market Size, By Value (USD Million), 2018-2028

Figure 5      India OTT Services Market Share, By Service Application, By Value, 2018-2028

Figure 6      India OTT Services Market Share, By Device Type, By Value, 2018-2028

Figure 7      India OTT Services Market Share, By Revenue Type, By Value, 2018-2028

Figure 8      India OTT Services Market Share, By User Type, By Value, 2018-2028

Figure 9      India OTT Services Market Share, By End User, By Value, 2018-2028

Figure 10    India OTT Services Market Share, By Region, By Value, 2018-2028

Figure 11    North India OTT Services Market Size, By Value (USD Million), 2018-2028

Figure 12    North India OTT Services Market Share, By Service Application, By Value, 2018-2028

Figure 13    North India OTT Services Market Share, By Device Type, By Value, 2018-2028

Figure 14    North India OTT Services Market Share, By Revenue Type, By Value, 2018-2028

Figure 15    North India OTT Services Market Share, By User Type, By Value, 2018-2028

Figure 16    North India OTT Services Market Share, By End User, By Value, 2018-2028

Figure 17    South India OTT Services Market Size, By Value (USD Million), 2018-2028

Figure 18    South India OTT Services Market Share, By Service Application, By Value, 2018-2028

Figure 19    South India OTT Services Market Share, By Device Type, By Value, 2018-2028

Figure 20    South India OTT Services Market Share, By Revenue Type, By Value, 2018-2028

Figure 21    South India OTT Services Market Share, By User Type, By Value, 2018-2028

Figure 22    South India OTT Services Market Share, By End User, By Value, 2018-2028

Figure 23    East India OTT Services Market Size, By Value (USD Million), 2018-2028

Figure 24    East India OTT Services Market Share, By Service Application, By Value, 2018-2028

Figure 25    East India OTT Services Market Share, By Device Type, By Value, 2018-2028

Figure 26    East India OTT Services Market Share, By Revenue Type, By Value, 2018-2028

Figure 27    East India OTT Services Market Share, By User Type, By Value, 2018-2028

Figure 28    East India OTT Services Market Share, By End User, By Value, 2018-2028

Figure 29    West India OTT Services Market Size, By Value (USD Million), 2018-2028

Figure 30    West India OTT Services Market Share, By Service Application, By Value, 2018-2028

Figure 31    West India OTT Services Market Share, By Device Type, By Value, 2018-2028

Figure 32    West India OTT Services Market Share, By Revenue Type, By Value, 2018-2028

Figure 33    West India OTT Services Market Share, By User Type, By Value, 2018-2028

Figure 34    West India OTT Services Market Share, By End User, By Value, 2018-2028

List of Tables

Table 1   India OTT Services Market Share, By Service Application, By Value, 2018-2028

Table 2   India OTT Services Market Share, By Device Type, By Value, 2018-2028

Table 3   India OTT Services Market Share, By Revenue Type, By Value, 2018-2028

Table 4   India OTT Services Market Share, By User Type, By Value, 2018-2028

Table 5   India OTT Services Market Share, By End User, By Value, 2018-2028

Table 6   India OTT Services Market Share, By Region, By Value, 2018-2028

Table 7   North India OTT Services Market Share, By Service Application, By Value, 2018-2028

Table 8   North India OTT Services Market Share, By Device Type, By Value, 2018-2028

Table 9   North India OTT Services Market Share, By Revenue Type, By Value, 2018-2028

Table 10 North India OTT Services Market Share, By User Type, By Value, 2018-2028

Table 11 North India OTT Services Market Share, By End User, By Value, 2018-2028

Table 12 South India OTT Services Market Share, By Service Application, By Value, 2018-2028

Table 13 South India OTT Services Market Share, By Device Type, By Value, 2018-2028

Table 14 South India OTT Services Market Share, By Revenue Type, By Value, 2018-2028

Table 15 South India OTT Services Market Share, By User Type, By Value, 2018-2028

Table 16 South India OTT Services Market Share, By End User, By Value, 2018-2028

Table 17 East India OTT Services Market Share, By Service Application, By Value, 2018-2028

Table 18 East India OTT Services Market Share, By Device Type, By Value, 2018-2028

Table 19 East India OTT Services Market Share, By Revenue Type, By Value, 2018-2028

Table 20 East India OTT Services Market Share, By User Type, By Value, 2018-2028

Table 21 East India OTT Services Market Share, By End User, By Value, 2018-2028

Table 22 West India OTT Services Market Share, By Service Application, By Value, 2018-2028

Table 23 West India OTT Services Market Share, By Device Type, By Value, 2018-2028

Table 24 West India OTT Services Market Share, By Revenue Type, By Value, 2018-2028

Table 25 West India OTT Services Market Share, By User Type, By Value, 2018-2028

Table 26 West India OTT Services Market Share, By End User, By Value, 2018-2028

Table 27 Amazon Web Services, Inc. Company Overview

Table 28 Amazon Web Services, Inc. Financial Overview

Table 29 Apple Inc Company Overview

Table 30 Apple Inc Financial Overview

Table 31 Facebook, Inc. Company Overview

Table 32 Facebook, Inc. Financial Overview

Table 33 Google, LLC. Company Overview

Table 34 Google, LLC. Financial Overview

Table 35 Netflix Entertainment Services India LLP (Netflix) Company Overview

Table 36 Netflix Entertainment Services India LLP (Netflix) Financial Overview

Table 37 Zee Entertainment Enterprises (Zee 5) Company Overview

Table 38 Zee Entertainment Enterprises (Zee 5) Financial Overview

Table 39 Sony Pictures Networks India Pvt Ltd (Sony Liv) Company Overview

Table 40 Sony Pictures Networks India Pvt Ltd (Sony Liv) Financial Overview

Table 41 Reliance Jio Infocomm Limited (Jio Cinema & JioTV) Company Overview

Table 42 Reliance Jio Infocomm Limited (Jio Cinema & JioTV) Financial Overview

Table 43 Times Group (MX Player) Company Overview

Table 44 Times Group (MX Player) Financial Overview

Table 45 Eros International plc (Eros Now) Company Overview

Table 46 Eros International plc (Eros Now) Financial Overview

Table 47 ALT Digital Media Entertainment Limited (ALT Balaji) Company Overview

Table 48 ALT Digital Media Entertainment Limited (ALT Balaji) Financial Overview

Table 49 Viacom18 Media Pvt. Ltd. (Voot) Company Overview

Table 50 Viacom18 Media Pvt. Ltd. (Voot) Financial Overview

Table 51 Microsoft Corporation Company Overview

Table 52 Microsoft Corporation Financial Overview