India OTT video services market is projected to grow at an aggressive CAGR of more than 30% during 2021 - 2025 due to the growing number of smartphones users, higher proliferation of smart devices, cheaper internet plans, consumer preference for good quality content, increasing urban population and rising innovation in OTT platforms in the country’s OTT video services market. Rising disposable income and increasing demand for OTT video services from young population are other factors contributing to growth in OTT video services market in India. Moreover, changing lifestyle of consumers and COVID-19 restrictions are also expected to boost OTT Video Services market in India. 

India OTT video services market is categorized into By Streaming Type, By Region and By Company. In terms of Streaming Type, the market is divided into Video-on-Demand and Live. Among these, Video-on-Demand segment captured majority of the market share in FY 2019 and the segment is anticipated to lead the market throughout the forecast period due to the significant shift in consumer behavior from traditional media to digital online streaming services. Moreover, increasing availability of good quality content, higher penetration of internet, high speed connectivity and convenience of accessing video anywhere at any time from smartphones are among the key market drivers. In terms of region, the India OTT Video Service Market is categorized into North, South East & West India market. Out of these, North India holds the largest part of market in FY 2019, followed by the West India region, on account of increasing urban population, increasing number of smartphone users and growing disposable income. The growth in these regions has been largely led by the changing lifestyle of consumers and increasing consumption of OTT video services mainly by the young adults.

Some of the major players operating in India OTT video services market are Zee Entertainment Enterprises (Zee5), Novi Digital Entertainment Pvt Ltd (Disney + Hotstar), Amazon Development Center India Pvt Ltd, Netflix Entertainment Services India LLP (Netflix), ALT Digital Media Entertainment Limited, among others.

Years considered for this report:

Historical Years: FY 2016 - FY 2019

Base Year: FY 2020

Estimated Year: FY 2021E

Forecast Period: FY 2022F - FY 2026F

Objective of the Study:

  • To analyze and forecast the market size of India OTT Video Services market
  • To classify and forecast India OTT Video Services market based on streaming type, regional distribution, and company.
  • To identify drivers and challenges for India OTT Video Services market
  • To examine competitive developments such as expansions, new product launches, mergers & acquisitions, etc., in India OTT Video Services market
  • To identify and analyze the profile of leading players involved in the India OTT Video Services market.

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TechSci Research performed both primary as well as exhaustive secondary research for this study. Initially, TechSci Research sourced a list of online platforms across the country. Subsequently, TechSci Research conducted primary research surveys with the identified companies. While interviewing, the respondents were also enquired about their competitors. Through this technique, TechSci Research could include the online platforms which could not be identified due to the limitations of secondary research. TechSci Research analysing the service offerings, and presence of all major online platforms across the country.

TechSci Research calculated the market size of India OTT Video Services market using a top-down approach, where in data for various categories across various streaming types were recorded and forecast for the future years. TechSci Research sourced these values from the industry experts and company representatives and externally validated through analysing historical data of these streaming types and applications for getting an appropriate, overall market size. Various secondary sources such as company websites, news articles, press releases, company annual reports, investor presentations and financial reports 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 market
  • 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 the industry stakeholders such as partners, end users, etc., besides allowing them in strategizing investments and capitalizing on market opportunities.

Report Scope:

In this report, India OTT Video Services market has been segmented into 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:
    • North
    • West
    • South
    • East
  • Market, By Company:
    • Zee Entertainment Enterprises (Zee5),
    • Novi Digital Entertainment Pvt Ltd (Disney + Hotstar),
    • Amazon Development Centre India Pvt Ltd,
    • Netflix Entertainment Services India LLP(Netflix),
    • ALT Digital Media Entertainment Limited
    • Others

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in India OTT Video Services market.

Available 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:

Company Information

  • Detailed analysis and profiling of additional market players (up to five).

Profit Margin Analysis

  • Profit margin analysis in case of direct and indirect sales channel.

In case you don’t find what you are looking for, please get in touch with our custom research team at [email protected]

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.    Zee Entertainment Enterprises (Zee5)

12.1.2.    Amazon Development Center India Pvt Ltd

12.1.3.    Netflix Entertainment Services India LLP

12.1.4.    Novi Digital Entertainment Pvt Ltd (Disney + Hotstar)

12.1.5.    Reliance Jio Infocomm Limited (JioCinema & JioTV)

12.1.6.    Times Group (MX Player)

12.1.7.    Sony Pictures Networks India Pvt. Ltd (Sony Liv)

12.1.8.    Eros International plc (Eros Now)

12.1.9.    ALT Digital Media Entertainment Limited (ALT Balaji)

12.1.10.    Viacom18 (Voot)

13.   Strategic Recommendations

In case you don’t find what you are looking for, please get in touch with our custom research team at [email protected]
  • List of Figures

    Figure 1: India Media & Entertainment Market Size, By Value (USD Billion), FY 2016– FY 2026F

    Figure 2: India Media & Entertainment Market Share, By Segment Type, By Value (USD Billion), FY 2016– FY 2026F

    Figure 3: India OTT Video Service Market Size, By Value (USD Billion), FY 2016– FY 2026F

    Figure 4: India OTT Video Service Market Share, By Streaming Type, By Value, FY 2016– FY 2026F

    Figure 5: India OTT Video Service Market Share, By Region, By Value, FY 2016– FY 2026F

    Figure 6: India OTT Video Service Market Share, By Company, By Value, FY2019 and FY 2026F