OTT Video - India | Statista Market Forecast

In India, revenue in the OTT Video market market is projected to reach US$4.08bn in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 7.75%, resulting in a projected market volume of US$5.92bn by 2029.
The largest market in India is Video Streaming (SVoD), with a market volume of US$2.02bn in 2024.
In global comparisons, most revenue will be generated the United States, which is expected to reach US$133.70bn in 2024.
In the OTT Video market market in India, the number of users is expected to amount to 634.3m users by 2029.
User penetration in India will be 34.1% in 2024 and is expected to hit 42.2% by 2029.
The average revenue per user (ARPU) in the OTT Video market market in India is projected to amount to US$8.28 in 2024.
The usage share of Hotstar amounts to an estimated 35.0% of the Videostreaming (SVoD) market in India for the selected region in 2023.
India's OTT video market is experiencing rapid growth as consumers increasingly favor localized content and diverse genres over traditional television programming.

Definition:

OTT Video refers to a digital media distribution model where users can access and watch video content at their convenience, usually through an online platform or service. With VoD, users have the flexibility to choose what content they want to watch, when they want to watch it, and how they want to consume it. This allows users to stream or download video content on demand, without the need for traditional broadcasting schedules or physical media. VoD platforms typically offer a wide range of content, including movies, TV shows, documentaries, and other video content, which can be accessed and viewed instantly or stored for later viewing. VoD has become increasingly popular in recent years, offering convenience, flexibility, and a personalized viewing experience for users.

Structure:

The market consists of several markets, namely Video Streaming (SVoD), which is streaming on a subscription basis, Pay-per-View (TVoD), which is paying for digital video content and watch it online, Video Downloads (EST), which is the download of digital video content and OTT Video Advertising, which is the advertising in video streaming.

Additional Information:

The market comprises revenues, users, average revenue per user, and penetration rates. Revenues are generated through purchases and subscriptions. Market numbers for OTT Video can also be found in the video-on-demand market. Key players in the market are companies, such as Netflix, Amazon or Disney+.

Rentals as single transaction or pay-per-view (transactional VoD or TVoD)
Subscription-based services (subscription VoD or SVoD)
Digital purchases via download or permanent cloud storage (electronic-sell-through or EST)
OTT Video Advertising
Free ad-supported streaming TV (FAST) services, such as Pluto TV or Freevee

Pay-TV subscriptions (cable TV, satellite TV, IPTV, DTTV)
Physical home video (DVD & Blu-ray)
Traditional TV advertising

The OTT Video market in India has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing availability of high-speed internet.

Customer preferences: Indian consumers have shown a strong preference for OTT video platforms due to their convenience and wide selection of content. With the rise of smartphones and affordable data plans, more people have access to the internet and are consuming video content on the go. The younger generation, in particular, is embracing OTT platforms as they offer a personalized viewing experience and the ability to watch content at their own convenience.

Trends in the market: One of the key trends in the Indian OTT Video market is the increasing popularity of regional content. India is a diverse country with multiple languages and cultures, and consumers are seeking content that caters to their specific preferences. As a result, OTT platforms are investing in creating and acquiring regional content to attract and retain users. This trend is further fueled by the availability of affordable smartphones and internet connectivity in rural areas, allowing a larger audience to access regional content. Another trend in the market is the emergence of original content produced by OTT platforms. With the success of international platforms like Netflix and Amazon Prime Video, Indian OTT platforms are also investing in creating original content to differentiate themselves and attract subscribers. This trend has led to the rise of talented Indian filmmakers and actors, who are now exploring digital platforms as a medium to showcase their work.

Local special circumstances: India has a unique market structure with a large number of regional languages and diverse cultural preferences. This poses a challenge for OTT platforms to cater to the varied tastes and preferences of the Indian audience. To address this, platforms are investing in localizing their content by dubbing or subtitling it in different languages. Additionally, partnerships with local production houses and talent are being formed to create content that resonates with regional audiences.

Underlying macroeconomic factors: The growth of the OTT Video market in India is also driven by macroeconomic factors such as increasing internet penetration and rising disposable incomes. The government's Digital India initiative has played a crucial role in expanding internet access to rural areas, leading to a larger user base for OTT platforms. Additionally, the growing middle class in India has more disposable income to spend on entertainment, making OTT subscriptions more affordable and attractive. In conclusion, the OTT Video market in India is witnessing significant growth due to changing customer preferences, the popularity of regional content, the emergence of original content, and the government's efforts to expand internet access. With a diverse and growing audience, OTT platforms are adapting their strategies to cater to the unique preferences of the Indian market.

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective market. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Online video streaming has visibly transformed the global media landscape and impacted viewing behavior around the world. Driven by rapid leaps in internet adoption, widespread availability of mobile devices, and the ever-increasing popularity of online video content, the global video streaming market has experienced unprecedented growth in the last decade. In 2023, the over-the-top (OTT) video revenue reached an estimated 288 billion U.S. dollars, with the United States accounting for the largest share of revenue worldwide. Considering that the list of international streaming services and the catalog of online video content continue to expand at a rapid pace, the number of OTT users worldwide is expected to reach new heights in the future.