India OTT Video Services Market, Forecast and Opportunities

Published: October 2020 Published: March 2021 Published: March 2021 Published: December 2020 Published: March 2021 February 2021

2015 – 2025 2015 2025 INDIA OTT– VIDEO SERVICES MARKET 2016 –ORNAMENTAL 2026 FY2016 – FY2026 GLOBAL FISH MARKET

– FORECAST AND OPPORTUNITIES INDIA OTT & VIDEO SERVICES MARKETFORECAST OPPORTUNITIES

FY2016 – FY2026

FORECAST & OPPORTUNITIES www.techsciresearch.com www.techsciresearch.com www.techsciresearch.com www.techsciresearch.com www.techsciresearch.com MARKET INTELLIGENCE . CONSULTING MARKET INTELLIGENCE . CONSULTING MARKET INTELLIGENCE . CONSULTING MARKET INTELLIGENCE . CONSULTING MARKET INTELLIGENCE . CONSULTING

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Table of Contents S. No.

Contents

1.

OTT: An Introduction

2.

Research Methodology

3.

Impact of COVID-19 on India OTT Video Services Market

4.

India Media Entertainment Market Outlook 4.1.

Market Size & Forecast 4.1.1.

4.2.

Market Share & Forecast 4.2.1.

5.

By Segment

India OTT Video Services Market Outlook 5.1.

Market Size & Forecast 5.1.1.

5.2.

5.3.

6.

By Value

By Value

Market Share & Forecast 5.2.1.

By Streaming Type

5.2.2.

By Region

5.2.3.

By Company

India OTT Video Services Product Market Map

5.3.1.

By Streaming Type

5.3.2.

By Region

Voice of Customer 6.1.

Top of Mind Brand Recall

6.2.

Spontaneous Brand Recall © TechSci Research

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Table of Contents S. No.

Contents

6.3.

7.

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

6.5.

Brand Positioning, By Preferred Genres and Content

6.6.

Content Positioning, By Select Company

Market Dynamics 7.1.

Drivers

7.2.

Challenges

8.

Market Trends and 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.

Novi Digital Entertainment Pvt Ltd (Disney+Hotstar) © TechSci Research

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Table of Contents S. No.

Contents

12.1.2.

Amazon Development Center India Pvt Ltd (Amazon Prime)

12.1.3.

Netflix Entertainment Services India LLP (Netflix)

12.1.4.

Zee Entertainment Enterprises (Zee 5)

12.1.5.

Sony Pictures Networks India Pvt Ltd (Sony Liv)

12.1.6.

Reliance Jio Infocomm Limited (Jio Cinema & JioTV)

12.1.7.

Times Group (MX Player)

12.1.8.

Eros International Plc (Eros Now)

12.1.9.

ALT Digital Media Entertainment Limited (ALT Balaji)

12.1.10.

Viacom18 Media Pvt. Ltd. (Voot)

13.

Strategic Recommendations

14.

About Us & Disclaimer

© TechSci Research

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List of Figures Figure No.

Title

Figure 1:

India Media & Entertainment Market Size, By Value (USD Billion), 2016-2026F

Figure 2:

India Internet Users (Million), 2015-2020

Figure 3:

India Media & Entertainment Market Share, By Streaming Type, By Value, 2016-2026F

Figure 4:

India OTT Video Services Market Size, By Value (USD Billion), 2016-2026F

Figure 5:

Total Number of Smartphone Users in India (Million), 2015-2020

Figure 6:

India OTT Video Services Market Share, By Streaming Type, By Value, 2016-2026F

Figure 7:

India OTT Video Services Market Share, By Region, By Value, 2016-2026F

Figure 8:

India OTT Video Services Market Share, By Company, By Value, 2016-2026F

Figure 9:

Product Market Map, By Streaming Type, Market Size (USD Billion) & Growth Rate (%)

Figure 10:

Product Market Map, By Region, Market Size (USD Billion) & Growth Rate (%)

© TechSci Research

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OTT Video Services – An Introduction

Product Overview Scope of Interest: OTT Video Services Over-the-top (OTT) video services are streaming services offered directly to viewers via the Internet. These services are typically accessed via websites on personal computers, as well as via apps on mobile devices (such as smartphones and tablets), digital media players, or televisions with integrated Smart TV platforms. Growing government initiatives towards becoming a digital economy, increasing smartphone affordability among consumers (due to declining prices) and upgrade of access networks by Telecom Service Providers (TSPs) coupled with increasing internet user base, especially, mobile internet user base have paved the way for OTT players to enter and expand their geographic base, leveraging the existing telecom infrastructure to reach its end users base.

Market Segmentation INDIA OTT VIDEO SERVICES MARKET

Year Range

BY STREAMING TYPE

REGION

•

Video-on Demand

•

West

•

Live

•

North

•

East

•

South

Review Period

FY2016 – FY2019 Base Year

FY2020 Estimated Year

FY2021 Forecast Period

FY2022 – FY2026

© TechSci Research

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Research Methodology

Research Methodology

Market Profiling

In-depth secondary research was conducted to determine overall market size, segmental market size and top players in the India OTT Video Services Market.

Developing List of Respondents

Formulating Questionnaire

In order to conduct industry experts’ interviews, TechSci formulated a detailed discussion guide.

List of industry players and industry specialists was developed.

Data Collection

TechSci conducted interviews with industry experts and industry players for data collection and verification.

Primary Research

Data Collection

Data Filter & Analysis

Research & Intelligence

Actionable Insights

Business Solution

Primary Research ✓ LinkedIn ✓ TechSci Internal Database

✓ Identifying Key Opinion Leaders ✓ Questionnaire Design ✓ In-depth Interviews

Secondary Research ✓ Company Websites ✓ Company Annual Reports ✓ White Paper Study ✓ Financial Reports ✓ Investor Presentations ✓ Regulatory Body

Data Validation

Data obtained as a result of primary and secondary research was validated through rigorous triangulation.

Desk Research ✓ Recent Developments ✓ Market Changing Aspects/Dynamics ✓ Government Policies ✓ Conclusion

Data Analysis

The data was scrutinized using MS-Excel, statistical tools and internal proprietary database to obtain qualitative and quantitative insights about India OTT Video Services Market.

Company Analysis

✓ Market Participants ✓ Key Strengths

Paid Sources

✓ Factiva ✓ Hoovers

© TechSci Research

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Research Methodology Baseline Methodology

Our dedicated team of industry experts has monitored and analyzed various aspects of the India OTT Video Services market. The team has analyzed the outlook for various segments of this market, while considering the major influencing factors and speculated a robust growth during the forecast period. The study includes market forecasting, which would enable our clients to take better decisions while planning their strategy to achieve sustainability in the India OTT Video Services Market.

Methodology Followed for Calculation of Market Size:

Market Size by Value: Market size, in terms of value, for the year 2020 was calculated based on information collected through exhaustive secondary research and primary surveys, with various key opinion leaders/stakeholders and industry experts.

The team interviewed more than 20 companies, 30 industry experts and other value chain stakeholders in the India OTT Video Services Market to obtain the overall market size during FY2016-FY2020, which was validated by the Delphi technique. Taking standard deviation into consideration, the market size was averaged out, to arrive at the market size data for FY2016-FY2020.

© TechSci Research

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Research Methodology Respondents were asked about the current and future market growth rates, as well as market shares by streaming type, by region and by company. Removing the outlier responses, the geometric mean of growth estimates and provider wise revenue shares generated across various segments were considered, to arrive at the final revenue shares. Revenue shares generated across various segments were further triangulated from other stakeholders depending upon the component.

Methodology Followed for Calculation of Market Shares:

Market shares by streaming type, by region and by company were calculated based on the responses received through primary surveys with industry experts, in which the respondents were asked about the market shares of the leading OTT Video Services players in India. The final shares were calculated by taking the geometric mean of the responses gathered from key opinion leaders after eliminating the outliers. Moreover, respondents were asked about the leading companies operating in India OTT Video Services Market.

Methodology Followed for Forecasting:

TechSci Research performed periodical checks on data collected through the surveys with logical checks and analyzed the survey results in SPSS/Tableau Software.

© TechSci Research

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Research Methodology

Data triangulation techniques were applied to fill the gaps and to present a more meaningful picture of the market. To forecast the India OTT Video Services Market, TechSci Research used various forecast techniques such as: o

Moving Average

o

Time Series Analysis

o

Regression Analysis

o

Econometric and Judgmental Analysis

TechSci Research used its own forecast tool, which is based on the growth of various allied industries in respective regions.

TechSci Research also used the impact analysis during short, medium and long term period to estimate and analyze market

demand scenario.

Zee Entertainment Enterprises, Amazon Development Center India Pvt Ltd, Netflix Partial List of Companies Interviewed

Entertainment Services India LLP, Novi Digital Entertainment Pvt Ltd, Reliance Jio Infocomm Limited, Times Internet, Sony Pictures Networks India Pvt. Ltd, Eros International Media Limited, ALT Digital Media Entertainment Limited, Viacom18 Media Pvt. Ltd.

Partial List of Secondary Sources

Company Annual Reports, Press Releases, Industry Magazines, Industry Reports, Company Websites, TechSci Research Proprietary Database & Knowledge Repository, etc.

Note: Sum of some shares may not be 100% due to round off till two decimal places. © TechSci Research

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Industry Brief According to TechSci Research report, “India OTT Video Services Market By Streaming Type (Video-on-Demand and Live), By Region, Competition, Forecast & Opportunities FY2016-FY2026”, India OTT Video Services Market is expected to reach USD5.12 billion by FY2026, growing at a CAGR of 29.52% during the forecast period. This growth can be attributed to the rapid rise in online video content viewed by a large number of people in the country following the COVID-19 outbreak, as they were getting bored sitting at home due to lockdown restrictions and required some sort of entertainment. However, the lack of efficient telecom infrastructures and high-speed data services, along with the increasing piracy of the content are posing a serious challenge to the growth of the OTT Video Services Market in India. Additionally, the rigidity of the consumers towards online video and content sharing services can further restrict the growth of the market.

India OTT Video Services Market is segmented based on streaming type, region and company. Based on the region, the market is further segmented into North, West, South and East. North region dominated the India OTT Video Services Market with a share of 30.08% in FY2020 and is expected to continue dominance in the market during the forecast period as well. This growth is due to the rise in the usage of smartphones, tablets and laptops to fulfill the demand for video streaming services at any location along with the expansion of urbanization in the region.

Based on the streaming type, the market is segmented into video-on-demand and Live OTT video services. The video-on- demand segment is the market leader and had a major market share of 86.38% in FY2020 and is expected to achieve a momentous growth during the forecast period as well.

This growth can be contributed to increasing number of subscribers of video-on-demand services on OTT platforms all over the country. The increase in the online sources is due to the advancements in the online networks, stronger internet connectivity and multimedia service-capable mobiles across the country. Additionally, the filmmakers also started taking new releases to OTT platforms as the lockdowns hindered the theatrical experience which resulted in increase in demand for the video-on-demand segment in FY2020 and this trend is expected to continue in the forecast period as well.

Novi Digital Entertainment Pvt Ltd (Disney+Hotstar), Amazon Development Center India Pvt Ltd (Amazon Prime), 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) are some of the leading players operating in India OTT Video Services Market. The companies operating in the market are using organic strategies such as local content creation, high quality streaming, and collaborations to boost their shares in the market. Most of these companies are using various pricing packages for the distribution of all the products which is a strong driving force for the growth of the market.

“India is a country with diverse and multiple languages therefore demand for regional and local content is increasing. Based on regional influence, users are opting for the OTT platforms which offer sufficient regional content at competitive prices. Especially users look for movies, web series in the regional language or in a local content. Some major regional languages which are popular and in demand are Telugu, Tamil, Marathi, Gujrati, Bhojpuri, Bengali, Punjabi, etc. Hence, OTT providers must target these regional content in their packaging options. Therefore, companies are recommended to invest in producing local content.”, said Mr. Karan Chechi, Research Director with TechSci Research, a research based global management consulting firm. © TechSci Research

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Sample Data - Snapshot India Media & Entertainment Market Size, By Value (USD Billion), 2016-2026F CAGR FY2016-FY2020

By Value: xx%

FY 2016

FY 2017

FY 2018

CAGR FY2021E-FY2026F

By Value: xx%

FY 2019

FY 2020

FY 2021E

FY 2022F

FY 2023F

FY 2024F

FY 2025F

FY 2026F

Value (USD Billion)

India OTT Video Services Market Share, By Streaming Type, By Value, 2016-2026F

FY 2016

FY 2017

FY 2018

FY 2019

FY 2020

FY 2021E

FY 2022F

FY 2023F

FY 2024F

FY 2025F

FY 2026F

Live

60.00%

60.00%

60.00%

60.00%

60.00%

60.00%

60.00%

60.00%

60.00%

60.00%

60.00%

Video-On-Demand

40.00%

40.00%

40.00%

40.00%

40.00%

40.00%

40.00%

40.00%

40.00%

40.00%

40.00%

India OTT Video Services Market Share, By Region, By Value, 2016-2026F

FY 2016

FY 2017

FY 2018

FY 2019

FY 2020

FY 2021E

FY 2022F

FY 2023F

FY 2024F

FY 2025F

FY 2026F

North

10.00%

10.00%

10.00%

10.00%

10.00%

10.00%

10.00%

10.00%

10.00%

10.00%

10.00%

West

20.00%

20.00%

20.00%

20.00%

20.00%

20.00%

20.00%

20.00%

20.00%

20.00%

20.00%

South

30.00%

30.00%

30.00%

30.00%

30.00%

30.00%

30.00%

30.00%

30.00%

30.00%

30.00%

East

40.00%

40.00%

40.00%

40.00%

40.00%

40.00%

40.00%

40.00%

40.00%

40.00%

40.00%

© TechSci Research

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Report Name: INDIA OTT VIDEO SERVICES MARKET FORECAST AND OPPORTUNITIES FY2016 – FY2026

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