Over-the-top (OTT) video streaming apps have seen meteoric growth in India over the last 5 years, revolutionizing the digital entertainment sector. From global giants like Netflix and Amazon Prime Video to homegrown apps like Zee5, ALT Balaji and Hoichoi – Indian viewers today are spoiled for choice when it comes to online entertainment.
The OTT market in India was valued at $1.7 billion in 2021, and is projected to grow at a staggering 21% CAGR to reach $4.4 billion by 2026 according to Media Partners Asia. As cheaper data plans meet growing smartphone penetration, experts estimate the average Indian now spends close to 70 minutes a day consuming content online.
This massive shift towards on-demand digital video services has been driven by convenient access, greater choice, and more affordable prices compared to traditional cable or satellite TV. The Covid-19 pandemic further accelerated OTT consumption with theaters remaining shut for nearly two years.
This article analyzes India‘s booming OTT landscape – the key players, their content strategies, pricing, what sets them apart, emerging sector trends and the outlook going forward. Read on for a comprehensive guide before you pick your next binge-watch!
Leaders of India‘s OTT Market
Despite intense competition, a few major platforms have emerged as the frontrunners in India‘s OTT space today. Here is an overview:
1. Netflix
The world‘s leading streaming platform needs no introduction. Netflix entered India in 2016 and has invested heavily in local content, signing major talents like Anushka Sharma, Karan Johar, Rajkummar Rao, Mani Ratnam and even producing films like Mowgli.
Some highlights of Netflix India include:
- Original Series: Sacred Games, Delhi Crime, Ghoul, Betaal, Jamtara, Mismatched etc.
- Movies: Extensive Bollywood, regional cinema plus global hits and Netflix originals
- Plans: Start Rs 149/month for mobile-only, most popular is Rs 649/month for 2 screens (HD)
- Key Stats: Has over 6 million subscribers in India as of 2022 after seeing a whopping 63% growth during pandemic lockdowns
2. Amazon Prime Video
Amazon offers its video streaming benefit as a value-add for Prime membership. Available content includes top Indian and global movies/shows plus some Amazon originals like The Family Man, Mirzapur, Made in Heaven.
- Library Highlights: Extensive Bollywood, TV shows, regional cinema, stand-up comedy specials
- Plans: Bundled with Prime at Rs 179/month or Rs 1,499/year
- Stats: More than 22 million Prime Video subscribers in India as of late 2021
3. Disney+ Hotstar
India‘s largest streaming platform with sports as its major draw, though Disney+ originals and HBO shows are also big audience drivers today.
- Content: Live sports (IPL, ICC events, EPL, F1 etc.) plus Disney films/series and HBO catalogue
- Plans: Start Rs 499/year for VIP (ads), Premium packs at Rs 1499/year
- Key Figure: Over 58 million subscribers, 75% on mobile devices
Other Major Indian OTT Players
Besides the "Big 3" global giants, homegrown apps tailored to Indian consumers have also seen tremendous uptake. Here‘s a quick look:
Zee5: Zee‘s streaming offering focusing on domestic content in Hindi and multiple regional languages. Pricing starts Rs 599/year.
Sony LIV: Features content from Sony‘s broadcast portfolio including sports, news and entertainment channels. Packs from Rs 299/6 months.
VOOT: From the Viacom18 group, known for reality shows like Bigg Boss. Has ad-supported free tier or Rs 500/year packs.
ALTBalaji: From Balaji Telefilms, produces youth-focused Hindi originals like Broken But Beautiful, Class of 2020. Rs 300/year.
Hoichoi: Leading Bengali language app with movies, series and some Hindi content. Rs 799/year standard pack.
MX Player: Originally a video playback app, now has original web-series and other digital content. Rs 499/year Gold tier.
In addition, telcos like Airtel and Jio have entered content partnerships to bundle OTT benefits with their mobile/fiber broadband plans. Jio recently launched long-format content platform JioCinema to complement its earlier JioTV app.
Key Trends Shaping India‘s OTT Landscape
From pricing innovations to leveraging data analytics and AI, OTT platforms are leaving no stone unturned to understand and acquire Indian subscribers. Some key ongoing shifts:
Regional Focus: To penetrate India‘s linguistic diversity apps are ramping up vernacular content in Marathi, Tamil, Telugu, Malayalam, Kannada besides Hindi.
Sports Streaming: After IPL‘s bumper digital ratings, OTT sports is expected to take off. Sony LIV offers tennis/wrestling/UEFA soccer while FanCode focuses solely on sports.
AVOD models: Advertising supported tiers allow cheaper or free entry to price-sensitive Indians. Over half of Disney+ Hotstar and 2/3rd of VOOT users opt for ad-supported packs.
Online Movie Premieres: Major films like Ajay Devgn‘s Runway 34 and Abhishek Bachchan‘s Dasvi already opted for digital-first releases as OTTs guarantee audiences.
Originals Game: Every major player except MX Player already invests in exclusive original content to differentiate themselves. Zee5 aims launch over 80+ originals this year!
Telco Bundles: Tie-ups with Reliance Jio, Airtel give OTT apps lucrative pre-installs on devices and discounted data access to grow reach.
Global Expansion: Indian apps like ALT Balaji, Hungama and ShemarooMe are now taking their content libraries overseas to appeal to diaspora audiences.
Pandemic Impact: Lockdowns catapulted digital entertainment uptake. Average time spent rose to 70 mins/day in 2022 from 30 mins/day pre-Covid across two-thirds of Indian online viewers as per MPA data.
What Does the Future Hold?
India‘s OTT market is still in its growth stage with massive headroom given low fixed broadband penetration (20%) and underserved vernacular demand. As data charges decline further thanks to Reliance Jio‘s aggressive pricing and remote work fuels usage, OTT entertainment is slated to reach nearly $5 billion in revenues by 2026 per industry estimates.
Key trends to expect in coming years include:
- Continued spikes during cricket tournament seasons
- Diversification into gaming, music and podcast content beyond just video
- Push into Indian language originals spanning movies to reality formats
- Battle for sports rights as digital viewership expands
- AVOD and hybrid models gaining share from SVOD subscriptions
- Deeper personalization and interactivity in user experiences
- Leveraging AI for predictive content recommendations
- Offline viewing features to boost adoption in small towns
- Cross-platform storytelling – show spinoffs as films/books
As the competitive landscape evolves, one thing is guaranteed – Indian viewers will be spoilt for choice across a range of infotainment options online!
