Over-the-Top Video - The Future of Video Viewing in India

Cheaper Internet, smarter phones, and competitive OTT packages shrinking TV screens to smaller, personalized viewing on mobile devices

Published: 11 May 2017

By Aafia Bathool, Research Analyst -  Digital Transformation

Over-the Top (OTT) video viewing is a digital wave transforming the way we consume videos in India. Television is viewed almost everywhere, on-demand, on-the-go, across devices and geographies, owing to burgeoning OTT platforms coupled with rapidly increasing Internet services. With increasing bandwidth capacity and falling prices, telecom operators are engaged in price wars to offer the best bundles for voluminous media consumption. The growth in smartphone penetration and improvement in Internet speeds are disrupting television screening, evolving into a multi-screen, time-shifted, mobile environment with viewers deeming their smart device as their primary source of media and entertainment. The OTT video market in India is bustling with competition, as leading operators Hotstar, dittoTV, Jio TV, Amazon Prime Video, Netflix, ErosNow, and YuppTV battle to penetrate this lucrative market. According to Frost & Sullivan, there were 70 million unique video viewers in India in 2016, with 1.3 million paid subscribers. Currently there are at least 80 Million unique connected video viewers, with at least 1.75 Million OTT paid video subscribers. With a high growth rate of almost 30%, this number is rising rapidly with the recent unveiling of Jio’s services.

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