India OTT video services market is projected to with a CAGR of more than 30% during the forecast period. Robust market growth is anticipated on account of rising adoption of smartphones, smart TVs and other handheld smart devices in the country. Moreover, increasing adoption of cloud computing, growing internet penetration and rising trend of Bring Your Own Device (BYOD) are anticipated to boost demand for OTT video services in the country over the next five years. Some of the other factors that are likely to positively influence the market are content localization, expansion of online companies into premium video content market and rising government efforts towards fighting piracy and tackling copyright infringement issues.

The report provides in-depth Voice of customer analysis depicting consumer preference and behaviour and changing consumption patterns. The report also outlines key decision making factors for selecting an OTT service providers.

Years considered for this report:

Base Year: 2017

Estimated Year: 2018

Forecast Period: 2019-2023

Objective of the Study:

  • To analyze and forecast India OTT video services market size.
  • To define, classify and forecast India OTT video services market, on the basis of streaming type and region.
  • To analyze and forecast market size, in terms of value, on the basis of streaming type, namely – Video-on-demand and Live.
  • To scrutinize detailed market segmentation and forecast the market size, in terms of value, by segmenting the country’s market into four regions, namely - North, South, East and West.
  • To identify tailwinds and headwinds for the India OTT video services market.
  • To get an idea about the consumers’ behavior towards brand recall, brand usage pattern, most preferred genre on OTT platform, average time consumed per day, brand positioning and content positioning.
  • To strategically profile leading players in the market which are involved in providing video streaming services across the country.


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Some of the major players operating in India OTT video services market are Google India Private Limited, Amazon Seller Services Private Limited, Star India Private Limited, Sony Pictures Networks India Private Limited, Reliance Jio Infocomm Limited, Bharti Airtel Limited, Netflix Entertainment Services India LLP, Viacom18 Media Private Limited, ALT Digital Media Entertainment Limited, and Eros International Media Limited, among others.

TechSci Research performed both primary as well as exhaustive secondary research for this study. Initially, TechSci research sourced a list of OTT video service providers. Subsequently, TechSci Research conducted primary research surveys with the identified companies. While interviewing, the respondents were also enquired about their competitors. TechSci Research further analyzed the offerings and regional presence of major market players.

TechSci Research calculated India OTT video services market size using a top-down and bottom-up approach, where data for different segments was recorded and forecast for the future years. TechSci Research sourced these values from industry experts and company representatives and these were externally validated through analyzing historical data of OTT video service providers to arrive at the overall market size. Various secondary sources such as Company Annual Reports, TRAI, FICCI, IAMAI, Central Intelligence Agency (CIA), World Bank, industry magazines, government databases, news dailies, credible paid databases, proprietary database, white papers and investor presentations were also studied by TechSci Research.


Key Target Audience:

  • OTT Video Service Providers and other stakeholders
  • Organizations, forums and alliances related to OTT Video Services Platform
  • Government bodies such as regulating authorities and policy makers
  • Market research and consulting firms

The study is useful in providing answers to several critical questions that are important for industry stakeholders such as OTT video service providers, companies, customers and policy makers. The study would also help them to target the growing segments over the coming years and aid them in taking investment decisions and facilitating their expansion.

Report Scope:

In this report, India OTT video services market has been segmented into the following categories in addition to the industry trends which have also been detailed below:

  • Market, by Streaming Type:
    • Video-on-demand
    • Live
  • Market, by Region: 
    • South
    • North
    • West
    • East

Competitive Landscape

Company Profiles: Detailed analysis of the major companies operating in OTT video services market in India.

Additional Customizations:

With the given market data, TechSci Research offers customizations according to a company’s specific needs. The following customization options are available for the report:

  •         Further segmentation on the basis of region
In case you can’t find what you are looking for, then please get in touch with our custom research team at sales@techsciresearch.com

In case you don’t find what you are looking for, please get in touch with our custom research team at sales@techsciresearch.com

1.       OTT: An Introduction

2.       Research Methodology

3.       Global OTT Services Market Overview

4.       India Media & Entertainment Market Outlook

4.1.    Market Size & Forecast

4.1.1.By Value

4.2.    Market Share & Forecast

4.2.1.By Segment

5.       India OTT Video Services Market Outlook

5.1.    Market Size & Forecast

5.1.1.By Value

5.2.    Market Share & Forecast

5.2.1.By Streaming Type

5.2.2.By Region

5.2.3.By Company

5.3.    India OTT Video Services Market Attractiveness Index

5.3.1.By Streaming Type

5.3.2.By Region

6.       Voice of Customer

6.1.    Top of Mind Brand Recall

6.2.    Spontaneous Brand Recall

6.3.    OTT Brand Usage Pattern

6.3.1.By Number of Application Downloads

6.3.2.By Number of Currently Used Applications

6.3.3.By Select OTT Brand (used individually or in pair)

6.3.4.By Select Brand Combinations

6.4.    Most Preferred Genre on OTT Platform

6.5.    Average Time Consumed Per Day

6.5.1.By Most Preferred Genre

6.5.2.By Select OTT Brand

6.6.    Brand Positioning, By Preferred Genres and Content

6.7.    Content Positioning, By Select Company

7.       Market Dynamics

7.1.    Drivers

7.2.    Challenges

8.       Market Trends & Developments

9.       India OTT Video Services Business Model Analysis

10.   India OTT Video Services Value Chain Analysis

11.   India Economic Profile

12.   Competitive Landscape

12.1.  Company Profiles

12.1.1.    Google India Private Limited

12.1.2.    Amazon Seller Services Private Limited

12.1.3.    Star India Private Limited

12.1.4.    Sony Pictures Networks India Private Limited

12.1.5.    Reliance Jio Infocomm Limited

12.1.6.    Bharti Airtel Limited

12.1.7.    Netflix Entertainment Services India LLP

12.1.8.    Viacom18 Media Private Limited

12.1.9.    ALT Digital Media Entertainment Limited

12.1.10.    Eros International Media Limited

13.   Strategic Recommendations

In case you don’t find what you are looking for, please get in touch with our custom research team at sales@techsciresearch.com

  • List of Figures

     

    Figure 1: Global Mobile Subscriptions, 2016, 2017 & 2023F (Million)

    Figure 2: Global Mobile Traffic CAGR, By Application Category, 2017-2023F (%)

    Figure 3: Global OTT Services Market Share, By Content Type, By Value, 2017

    Figure 4: India Media & Entertainment Market Size, By Value (USD Billion), Y-o-Y Growth (%), 2013–2023F

    Figure 5: India Media & Entertainment Market Absolute Opportunity, By Value, 2013–2023F (USD Billion)

    Figure 6: India Media & Entertainment Market Size, By Revenue Type, By Value, 2017 & 2020F (USD Billion)

    Figure 7: India Digital Advertising Expenditure, 2015–2018E (USD Million)

    Figure 8: India Media & Entertainment Market Share, By Segment, By Value, 2017 & 2020F (USD Billion)

    Figure 9: India OTT Video Services Market Size, By Value (USD Million), Y-o-Y Growth (%), 2017–2023F

    Figure 10: India OTT Video Services Market Share, By Streaming Type, By Value, 2017 & 2023F

    Figure 11: India Mobile Data Consumption Share, By Type of Usage, 2017 & 2021F

    Figure 12: India OTT Video Services Market Share, By Region, By Value, 2017 & 2023F

    Figure 13: India OTT Video Services Market Share, By Region, By Value, 2017–2023F

    Figure 14: India OTT Video Services Market Attractiveness Index, By Streaming Type, By Value, 2018E-2023F

    Figure 15: India OTT Video Services Market Attractiveness Index, By Region, By Value, 2018E-2023F

    Figure 16: Top of Mind (TOM) Brand Recall, By Select Brand (Including YouTube), 2018 (Sample Size = 2578)

    Figure 17: Top of Mind (TOM) Brand Recall, By Select Brand (Excluding YouTube), 2018 (Sample Size = 763)

    Figure 18: Spontaneous Brand Recall, By Select Brand, 2018 (Sample Size = 2578)

    Figure 19: OTT Brand Usage Pattern, By Number of Application Downloads, 2018 (Sample Size = 2578)

    Figure 20: OTT Brand Usage Pattern, By Number of Currently Used Applications, 2018 (Sample Size = 2578)

    Figure 21: OTT Brand Usage Pattern, By Select OTT Brand (used individually or in pair), 2018 (Sample Size = 2578)

    Figure 22: Most Preferred Genre on OTT Platform, 2018 (Sample Size = 2578)

    Figure 23: Average Time Consumed Per Day (In Min), By Select OTT Brand, 2018 (Sample Size = 2578)

    Figure 24: India Smartphone User Base (Million), Smartphone Penetration (%), 2015-2021F

    Figure 25: India Active Pay DTH Subscribers Share, By Company, 2017

    Figure 26: India Linear TV Value Chain

    Figure 27: India OTT Video Services Value Chain

     

    List of Tables

     

    Table 1: India Digital Advertising Expenditure Share, By Platform, By Value, 2015-2017

    Table 2: India Digital Advertising Expenditure Share, By Vertical, By Value, 2015-2017

    Table 3: India Internet Subscriber Base, By Segment, By Mode of Access, By Volume, 2016 & 2017 (Million)

    Table 4: India Wireless Data Consumption, By Mobile Technology, By Data Type, 2014-2017 (Million GB)

    Table 5: India Average Wireless Data Consumption/Active User/Month, By Mobile Technology, By Data Type, 2014-2017 (GB)

    Table 6: India Wireless Data Revenue, By Mobile Technology, 2014-2017 (USD Million)

    Table 7: India Internet Subscriber Base, By Segment, By Rural Vs. Urban, By Volume, 2017 (Million)

    Table 8: India OTT Video Services Brand Ranking, By Monthly Active Users, By Downloads, By Average Time Spent, 2017

    Table 9: OTT Brand Usage Pattern, By Select Brand Combinations, 2018 (Sample Size = 2186)

    Table 10: Average Time Consumed Per Day (In Min), By Most Preferred Genre, 2018 (Sample Size = 2578)

    Table 11: Brand Positioning, By Preferred Genres and Content, 2018

    Table 12: India Net Active DTH Subscribers, 2013-2017 (Million)

    Table 13: India Broadcasting & Cable Services, As of December 2017

    Table 14: India Select OTT Platform Snapshot, By Parent Firm, By Revenue Model, By Launch Year, 2017