Information & Communication Technologies


Over the Top (OTT) Video Market Update, India, 2016

OTT to Energize the Indian TV Market; Intensify Competition, and Create Strategic Partnerships and Subscription Models
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Published: 16 Sep 2016

This research study provides an analysis of the over-the-top (OTT) video consumption in India. It gives an insight into the market scenario and growth prospects of key market participants, new entrants and the impact of telecom services in bringing about a drastic change in the way television is consumed in India. A competitive analysis of the stakeholders will provide a deeper understanding of the content strategies, mobile data packages, internet and smartphone penetration which is causing this rapid wave of online video consumption. This study includes the drivers and challenges that will influence the growth of OTT viewers (total and subscription-based), and revenue from digital video advertising as well as paid subscriptions from 2015 to 2020. The study also provides the conservative and optimistic forecasts for viewership and revenue.

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