The media and entertainment industry in India is growing rapidly, and the country is expected to join the global top-10 shortly. Segmented into television, print media, digital media, films, animation & VFX, out-of-home, gaming and radio and music, the overall media and entertainment sector is expected to be valued at INR 3,224.24 Bn by FY 2025 expanding at a CAGR of ~10% during the FY 2020-FY 2025 period. The television segment accounted for the largest share of the market both in FY 2018 and FY 2019. However, the digital media segment which includes over-the-top (OTT) services is on the cusp of disruption and is likely to overtake the print and films segments by FY 2025 in terms of market revenue Despite the OTT market being at a nascent stage, its services have found widespread acceptance in the country. OTT content can be downloaded directly and viewed by users, on demand, via the internet on any connected devices like smart TVs, PCs, tablets, smartphones and gaming consoles. All OTT services are not free of cost and require users to subscribe to a particular OTT platform by paying monthly or yearly subscription fees. The Indian OTT market ecosystem comprises players operating in various industry segments like television distributors (Den Network, Videocon D2H, Tata Sky and others), telecom companies (Reliance Jio, Bharti Airtel Ltd. and Vodafone Idea), companies with content presence (Saregama, TVF Play, FilterCopy, Eros Now, ALTBalaji and others), broadcasters (Disney+hotstar, Zee5, Sun NXT and others), independent companies and platforms (Amazon Prime Video, Netflix, MX Player and others) Market insights: The Indian video OTT market was valued at INR 42.5 Bn in FY 2019 and is expected to reach INR 237.86 Bn by FY 2025, expanding at a CAGR of ~33.10% during the forecast period. Premium, original content is one of the biggest growth drivers and differentiators in the OTT industry with a number of OTT platforms competing for consumers attention. Netflix, Amazon Prime Video, MX Player, JioTV, Voot, SonyLIV and ALTBalaji are some of the major video OTT platforms in the market. In 2019, there were around 170 Mn video OTT-streaming users in India and the user base is expected to increase at a rate of about 26.40% till 2025. Industry players are heavily investing in acquiring or developing new content and services, and are also focusing on improving customers experiences. The Indian audio OTT market was valued at INR 8.33 Bn in FY 2019 and is expected to reach INR 31.99 Bn by FY 2025, expanding at a CAGR of ~23.44% during the forecast period, backed by the swift transition from feature phones to smartphones, an increasing smartphone user base (around 830 Mn by the end of 2022) and cheap internet data rates. Gaana, JioSaavn, Apple Music, Amazon Prime Music, Wynk Music, Google Play and Hungama Music are some of the major platforms present in the Indian audio OTT market. Streaming of music in regional languages like Punjabi, Tamil, Kannada, Bhojpuri, Telugu and Malayalam witnessed a significant surge in 2019. Consequently, the time spent on streaming has also gone up in the eastern states of Bihar and Uttar Pradesh, and in the south western states like Karnataka and Tamil Nadu. Market segment insights: In 2019, Disney+hotstar with global streaming and concurrent viewership records, accounted for the highest market share (~23.80%) as Indias leading digital-streaming platform based on app installation, along with highest app reach, followed by MX Player (~41.40%), and Jio TV (34.08%). Based on the different types of revenue models adopted by market players, the market is segmented into advertising video on demand (AVOD), subscription video on demand (SVOD), freemium and transactional video on demand (TVOD). The AVOD/advertising revenue model accounted for the major chunk (~69.23%) of the total market revenue generated by video OTT players in FY 2019, and it is expected to continue as the leading revenue-generating segment till FY 2025. Original content in regional languages would become the major game changer for video OTT players since it is expected to bring in viewers willing to pay subscription prices. As of April 2020, Gaana with monthly average users (MAU) of 152 Mn leads the OTT audio market in India with a market share of 32%. Global OTT audio leader, Spotify, which entered the Indian market in January 2019, currently has more than 2 Mn users in India and accounts for 15% market share. While the core markets of Spotify are Mumbai and Delhi, Gaana has a strong presence in Bengaluru and Ahmedabad, besides the other two metros cities. Based on the different types of revenue models adopted by players, the market is segmented into advertising supported model, bundled pricing model and paid model. Impact of COVID-19 on the Indian OTT Market Amid the nationwide lockdown due to the ongoing coronavirus (COVID-19) pandemic, OTT platforms in the country have witnessed a substantial surge in terms of content consumption and subscriber count, and hence are striving to meet viewers swelling appetite for entertainment. The average time spent by a subscriber on an OTT platform has increased from about 20 minutes to at least one hour during recent times. It is estimated that an user spent at least 32% more time watching original series on various OTT platforms during the March 20th 2020-April 3rd 2020 period as compared with the January 13th 2020-February 2nd 2020 period. To meet the increasing demand and reduce internet congestion, OTT platforms including Hotstar, SonyLIV, ALTBalaji, Amazon Prime Video, Netflix and Zee5 have unanimously decided to cut down high definition picture quality (1080p & 720p) bitrate to standard definition picture quality (480p). Impact of COVID-19 on market players: In April 2020, Indian OTT platform Zee5 reported that overall it witnessed a viewership of 437.4 Mn during the lockdown period, starting from March 2020 till April 2020 On 21st April 2020, ALTBalaji reported that the OTT platform is currently witnessing a considerable rise in digital subscriptions with an average of 17,000 subscriptions being added per day post the announcement of lockdown in the country, as against an average of 10,600 in March 2020 before the lockdown, which corresponds to a dramatic growth of roughly 60% As of April 16th 2020, DAU of Amazon Prime Video in India increased by 83% since the country went under lockdown On March 20th 2020, MX Player reported to have witnessed a two-times increase in the time spent across content in various genres by Indian users, especially across MX Originals Key Strategic Initiatives by OTT Players Major SVOD players are introducing pack durations and sachet pricing as part of their strategic initiatives to boost subscription rates. Sachet packs ensure that consumers get access to what they are searching for at a reasonable cost and also facilitate acceptance among price-sensitive Indian consumers SVOD platforms across the industry are also emphasizing on creating a repository of regional content, which includes movies and web series as a strategic move to target niche regional audience across the country. Traditional broadcasters like ZEE5, Voot and Disney+hotstar, as well as independent streaming platforms like ALTBalaji and Eros Now, are currently investing heavily in creating original regional content In order to create engaging experiences for viewers, OTT players are experimenting with various forms of in-app interactive activities like contests or games that can be played parallelly while watching live video content. Disney+hotstar established the watch n play initiative during the 2019 season of IPL, where a viewer could predict scores and win prizes during a live match. Companies covered Amazon Prime Video ALTBalaji Disney+hotstar Eros Now Gaana Hoichoi MX Player Netflix India SonyLIV JioSaavn Voot Zee5
Table of Contents
Chapter 1: Executive summary Chapter 2: Socio-economic indicators Chapter 3: Introduction 3.1. Market definition and structure 3.2. On-demand content ecosystem 3.3. Indian media and entertainment industry overview 3.3.1. Market size and growth forecast based on industry segments (FY 2018-FY 2025e) Chapter 4: Revenue models 4.1. Revenue models of video OTT platforms 4.2. Revenue models of audio OTT platforms Chapter 5: Video OTT market overview 5.1. Current market scenario 5.2. India video OTT market size and growth forecast (FY 2018-FY 2025e) 5.3. Growth in OTT video streaming users (2018-2025e) Chapter 6: Video OTT market segmentation 6.1. Reach of India video OTT platforms based on app installation (2019) 6.2. Market share of video OTT platforms based on app installation (2019) 6.3. Revenue share of video OTT platforms based on revenue models (FY 2019 and FY 2025e) - Advertising video on demand (AVOD) - Subscription video on demand (SVOD) 6.4. Average monthly app downloads based on platform segment (2018 and 2019) 6.5. Average monthly app downloads based on revenue model (2018 and 2019) 6.6. Average monthly minutes consumed based on platform segment (2018 and 2019) 6.7. Average monthly minutes consumed based on revenue model (2018 and 2019) Chapter 7: Audio OTT market overview 7.1. India Audio OTT market size and growth forecast (FY 2018-FY 2025e) 7.2. Growth in OTT music streaming users (2018-2025e) Chapter 8: Audio OTT market segmentation 8.1. Platform-wise market share (2019) 8.2. City-wise audio OTT listeners split (2019) 8.3. City-wise share of time spent on OTT audio platforms (2019) 8.4. Revenue share of audio OTT platforms based on revenue models (FY 2019 and FY 2025e) - Advertising supported model - Bundled pricing model - Paid model Chapter 9: COVID-19 pandemic impact assessment 9.1. Key highlights 9.2. Player-wise impact scenario 9.3. Key strategies to be adopted by OTT players Chapter 10: Distribution strategies 10.1. Key distribution strategies adopted by OTT players in India 10.2. Key distribution partnerships of OTT players in India Chapter 11: Key strategic initiatives by OTT players 11.1. Key strategic initiatives adopted by major SVOD players Chapter 12: Strategic partnerships of OTT players Chapter 13: Regulatory landscape 13.1. Key highlights of OTT regulatory landscape in India Chapter 14: Market influencer 14.1. Key growth drivers of the market 14.2. Key deterrents to the growth of the market Chapter 15: Website statistics 15.1. Website rankings statistics 15.2. Website engagement statistics 15.3. Total traffic on desktop and mobile web 15.4. Main sources of traffic to website (on desktop) 15.5. Share of top countries in terms of website visits (on desktop) Chapter 16: Competitive landscape 16.1. Amazon Prime Video ? Company information ? Business description ? Products/services ? Key people ? Financial snapshot * Similar information covered for all other companies on best effort basis 16.2. ALT Digital Media Entertainment Limited (ALTBalaji) 16.3. Disney+hotstar 16.4. Eros Now 16.5. Gamma Gaana Ltd. (Gaana) 16.6. Hoichoi Technologies (Hoichoi) 16.7. MX Player 16.8. Netflix Entertainment Services India LLP (Netflix India) 16.9. SonyLIV 16.10. Saavn Media Pvt Ltd. (JioSaavn) 16.11. Voot 16.12. Zee5 Chapter 17: Recent developments 17.1. Key recent developments in the market Chapter 18: Appendix 18.1. Key definitions 18.2. Research methodology 18.3. About Netscribes 18.4. Disclaimer
This research report involves complete picture of the market with the help of in-depth secondary and primary research. This research report studies several aspects of the market and analyze vital industry influencers. Extensive secondary research has been conducted using paid as well as open access data sources in order to gather information on the market and parent market. These key findings are then analyzed and validated with the help of in-house data models and primary discussions with key industry participants and experts across the value chain
Research Tools and Models
- Top-Down Approach and Bottom-Up Approach
- QFD Modeling for Market Size and Share Calculation
- Regression, Variable and Impact Analysis
- Penetration Modeling
- It comprises briefing about market dynamics and business opportunities and strategies.
- Finally, all the research findings are validated through interviews with in-house industry experts, freelance consultants and key opinion leaders etc.
It involves various mathematical tools, models, projection, and sampling techniques. It involves following steps:
- Identification of market variables and market size derivation
- Assessment of future prospects, opportunities and market penetration rates by analyzing product commercialization, regional trends etc.
- Evaluation historical market trends and derivation of present and future year-on-year growth trends