1

© T

echSci Researc

h

MARKET INTELLIGENCE . CONSULTING

www.techsciresearch.com

INDIA OTT VIDEO SERVICES MARKET

FY2016-FY2026

FORECAST & OPPORTUNITIES

2

© T

echSci Researc

h

Scope of ReportProduct of Interest (POI): OTT Video Services

Review Period

FY2016 – FY2018

Base Year

FY2020

Estimated Year

FY2020

Forecast Period

FY2021 – FY2026

Year RangeOTT VIDEO SERVICES MARKET

India OTT video services market is projected to grow at an aggressive CAGR of morethan 30% during FY2021 - FY2026 due to the growing number of smartphones users,higher proliferation of smart devices, cheaper internet plans, consumer preference forgood quality content, increasing urban population and rising innovation in OTT platformsin the country’s OTT video services market.

Market Segmentation

STREAMING TYPE REGION

• South

• North

• West

• East

• Video On Demand

• Live

3

© T

echSci Researc

h

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. By Value

4.2. Market Share & Forecast

4.2.1. By Segment

5. India OTT Video Services Market Outlook

5.1. Market Size & Forecast

5.1.1. By Value

5.2. Market Share & Forecast

5.2.1. By Streaming Type

5.2.2. By Region

5.2.3. By Company

5.3. India OTT Video Services Market Attractiveness Index

5.3.1. By Streaming Type

5.3.2. By Region

6. Voice of Customer

6.1. Top of Mind Brand Recall

6.2. Spontaneous Brand Recall

6.3. 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)

Table of Contents

4

© T

echSci Researc

h

S. No. Contents

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

Table of Contents

6.6. Brand Positioning, By Preferred Genres and Content

6.7. Content Positioning, By Select Company

7. Market Dynamics

7.1. Drivers

7.2. Challenges

8. Market Trends & 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. Zee Entertainment Enterprises (Zee5)

12.1.2. Amazon Development Center India Pvt Ltd

12.1.3. Netflix Entertainment Services India LLP

12.1.4. Novi Digital Entertainment Pvt Ltd (Disney + Hotstar)

12.1.5. Reliance Jio Infocomm Limited (JioCinema & JioTV)

12.1.6. Times Group (MX Player)

12.1.7. Sony Pictures Networks India Pvt. Ltd (Sony Liv)

12.1.8. Eros International plc (Eros Now)

5

© T

echSci Researc

h

T a b l e o f C o n t e n t s

S. No. Contents

12.1.9 ALT Digital Media Entertainment Limited (ALT Balaji)

12.1.10. Viacom18 (Voot)

13. Strategic Recommendations

14. About Us & Disclaimer

Table of Contents

6

© T

echSci Researc

hRESEARCH METHODOLOGY

7

© T

echSci Researc

h

Research Methodology

✓ Identifying Key Opinion

Leaders

✓ Questionnaire Design

✓ In-depth Interviews

Data Collection

Developing List of Respondents

Formulating Questionnaire

Market Profiling

Data Validation

Data Analysis

In-depth secondary research was conducted to

determine top players in the India OTT video

services market, overall market size and segmental

market size.

In order to conduct industry experts’

interviews, TechSci formulated a detailed

discussion guide.

List of industry players and industry

specialists was developed.

TechSci conducted interviews with

industry experts and industry players for data collection and

verification.

Data obtained as a result of primary

and secondary research was

validated through rigorous

triangulation.

The data was scrutinized using MS-Excel, statistical

tools and internal proprietary database to obtain qualitative and

quantitative insights about the India OTT video services

market.

Data

Collection

Data Filter

& AnalysisResearch &

Intelligence

Actionable

InsightsBusiness

Solution

Primary Research Desk Research Company Analysis

✓ Recent Developments

✓ Market Changing

Aspects/Dynamics

✓ Government Policies

✓ Conclusion

✓ Market Participants

✓ Key Strengths

✓ LinkedIn✓ TechSci Internal

Database

✓ Factiva✓ Hoovers

Paid Types

✓ Company Websites✓ Company Annual

Reports✓ White Paper Study✓ Financial Reports✓ Investor

Presentations✓ Regulatory Body✓ Associations, etc.

Secondary Research

Primary Research

8

© T

echSci Researc

h

Research Methodology

Baseline Methodology

Our dedicated team of industry experts has monitored and analyzed various aspects of India OTT video services market. The team has analyzed

the outlook of various segments of this market, while considering the major influencing factors such as growing number of smartphones users,

higher proliferation of smart devices. The study includes market forecasting, which would enable our clients to take better decisions while

planning their strategy to achieve sustainability in 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 FY2020 was calculated based on information collected through exhaustive

secondary research and primary surveys, with various key opinion leaders/stakeholders, such as in OTT video services companies, channel

partners, market influencers & end users, industry experts, and other industry participants.

• The team interviewed more than 15 – 20 OTT video services companies, 45 – 50 channel partners, 80 – 100 end users, and 15 – 20 industry

experts and other value chain stakeholders in India OTT Video Services market to obtain the overall market size for FY2016-FY2020, which

was validated by using Delphi technique. Taking standard deviation into consideration, the market size was averaged out, to arrive at the

market size data during FY2016-FY2020.

9

© T

echSci Researc

h

Research Methodology

• Respondents were asked about the current and future market growth rates, market shares by segment, by region and by company. Removing the

outlier responses, the geometric mean of growth estimates and supplier 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.

Methodology Followed for Calculation of Market Shares:

• Market shares by segment, 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 or revenue generated from various segments of India OTT video services

market. The final shares were calculated by taking the geometric mean of the responses gathered from key opinion leaders after eliminating the

outliers.

Methodology Followed for Forecasting:

• TechSci Research performed periodical checks on data collected through the surveys with logic checks and analyzed the survey results in

SPSS/Tableau Software.

• Data triangulation techniques were applied to fill the gaps and to present a more meaningful picture of the market. To forecast India OTT Video

Services market, TechSci Research used various forecast techniques such as:

✓ Moving Average

✓ Time Series Analysis

✓ Regression Analysis

✓ Econometric and Judgmental Analysis

10

© T

echSci Researc

h

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 the demand and to reach accurate market numbers. It should be noted that the

figures compiled are only for the organized market including market share data.

Partial List of Companies Interviewed Key Secondary Types

▪ Zee Entertainment Enterprises (Zee5)

▪ Amazon Development Center India Pvt Ltd

▪ Netflix Entertainment Services India LLP

▪ Novi Digital Entertainment Pvt Ltd (Disney + Hotstar)

▪ Reliance Jio Infocomm Limited (JioCinema & JioTV)

▪ Times Group (MX Player)

▪ Sony Pictures Networks India Pvt. Ltd (Sony Liv)

▪ Eros International plc (Eros Now)

▪ ALT Digital Media Entertainment Limited (ALT Balaji)

▪ Viacom18 (Voot)

▪ World Bank

▪ TechSci Research Proprietary Database & Knowledge

Repository

▪ Company Annual Reports

▪ Industry Magazines

▪ Industry Reports

▪ News Dailies

▪ Credible Paid Databases

Research Methodology

11

© T

echSci Researc

h

Industry Brief

According to a recently released TechSci Research report, “India OTT Video Services Market By Streaming Type, By Region, By

Company, Competition, Forecast & Opportunities, 2025”, OTT video services market in India is projected to grow at a CAGR of

more than 30% during FY2021 - FY2026. Major factors driving the market include increasing smartphone users, rising internet

penetration, cheaper internet plans, increasing income levels, among others. Additionally, increasing urban population, which rose

to 35% in 2020 from 32.7% in 2015, coupled with a rising number of market players focusing on price innovation, content creation

and acquisitions & partnerships have been positively influencing the country’s OTT video services market. Another factor that has

augmented market growth over the last few months is the outbreak of coronavirus (COVID-19). With the impact of COVID-19

restrictions keeping most people at home, Indians are now spending more time on over-the-top (OTT) video services than ever,

which in turn, is fueling the market.

India OTT video services market is categorized in terms of Streaming Type into Video-on-Demand and Live. Video-on-

Demand segment has been accounting for the majority share in India OTT video services market and will continue to dominate

the country’s OTT video services market until FY 2026. This is due to significant consumer shift from traditional media to digital

online streaming services and convenience of accessing video anywhere at any time.

In terms of region, India OTT video services market is categorized into North, South, East & West. North region dominated the

market for OTT video services in FY 2020, followed by West, South and East regions. This regional trend is expected to continue

in the coming years. North and West regions are expected to continue their dominance on account of a higher number of

customers preferring to watch movies, series, etc., on OTT video services platform. Major players operating in India OTT Video

Services Market include Zee Entertainment Enterprises (Zee5), Novi Digital Entertainment Pvt Ltd (Disney + Hotstar), Amazon

Development Center India Pvt Ltd, Netflix Entertainment Services India LLP(Netflix), ALT Digital Media Entertainment Limited and

others. Leading players are increasing their focus on content creation and price innovation, alongside looking into strategic

acquisitions & partnerships to maintain sustainable growth in the market.

“India OTT video services market is expected to grow at a steady pace due to the increasing demand for OTT video services

among consumers, predominantly on account of rising penetration of internet and a rapidly growing young population using 4G

portable devices coupled with rising income levels across the country. Adults and young adults are the primary users of OTT

video services, and they are also the target consumer segments for the major OTT players operating in India.”, said Mr. Karan

Chechi, Research Director with TechSci Research, a research based global management consulting firm.

12

© T

echSci Researc

h

Sample Data - Snapshot

5.00 6.00 7.00 8.00 9.00 10.00 11.00 12.00 13.00 14.00 15.00

FY2016 FY2020 FY2021E FY2026F

By Value (USD Million)

India OTT Video Services Market Size, By Value (USD Million), FY2016–FY2026F

CAGR By Value

XX%CAGR By Value

YY%

India OTT Video Services Market Share, By Company, By Value, FY2020

100%25%

20%

17%

12%8%

Total Company 1 Company 2 Company 3 Company 4 Company 5

India OTT Video Services Market Share, By Streaming Type, By Value, FY2016–FY2026F

50% 50% 50% 50% 50% 50% 50% 50% 50% 50% 50%

50% 50% 50% 50% 50% 50% 50% 50% 50% 50% 50%

2015 2016 2017 2018 2019 2020E 2021F 2022F 2023F 2024F 2025F

Live

Video On

Demand

13

© T

echSci Researc

h

Report Ordering

REPORT NAME : INDIA OTT VIDEO SERVICES MARKETFORECAST & OPPORTUNITIES

FY2016-FY2026

License Type Price

Single User License $2950

Multi-User License $3750

Custom Research License $7500

To View Sample OR Purchase Report

14

© T

echSci Researc

h

About Us & Disclaimer

TechSci Research is a global market research and consulting company with offices in the US, UK and India. TechSci Research provides market research reports in number of areas

to organizations. The company uses innovative business models that focus on improving productivity, while ensuring creation of high-quality reports. The proprietary forecasting

models use various analyses of both industry-specific and macroeconomic variables on a state-by-state basis to produce a unique ‘bottom-up’ model of a country, regional and

global industry prospects. Combined with the detailed analysis of company activity and industry trends, the result is a uniquely rich evaluation of the opportunities available in the

market.

Related Reports

• India Credit Card Market By Type (General Purpose & Private Label), By Service Providing Company (Visa; Mastercard; Rupay; & Others), By Credit

Score (300 – 500, 501 – 700, 701 – 850 and Above 851), By Credit Limit (Upto 25 K; 25-50K; 51k-2L; & 2-5L), By Card Type (Base, Signature and

Platinum), By Benefits (Cashback; & Voucher), By Region (West; South; North; & East), Competition, Forecast & Opportunities, 2026

• Global Insurtech Market By Technology (Cloud Computing, Big data & Analytics, Blockchain, Artificial Intelligence, Internet of Things, Others), By

Deployment Mode (Cloud and On-premises), By Insurance Type (Commercial Insurance, P&C Insurance, Others), By Region, Competition, Forecast &

Opportunities, 2024

The contents of this report are based on information generally available to the public from sources believed to be reliable. No representation is made that it is timely, accurate or

complete. TechSci Research has taken due care and caution in compilation of data as this has been obtained from various sources including which it considers reliable and firsthand.

However, TechSci Research does not guarantee the accuracy, adequacy or completeness of any information and it is not responsible for any errors or omissions or for the results

obtained from the use of such information and especially states that it has no financial liability whatsoever to the subscribers / users of this report. The information herein, together

with all estimates and forecasts, can change without notice. All the figures provided in this document are indicative of relative market size and are strictly for client’s internal

consumption. Usage of the same for purpose other than internal will require prior approval of TechSci Research.

TechSci Research – North America708 Third Avenue, Manhattan,

New York, United States

Tel: +1- 646- 360- 1656

Email: sales@techsciresearch.com

www.techsciresearch.com

Disclaimer

TechSci Research – Europe54, Old brook, Bretton,

Peterborough,

United Kingdom

Email: sales@techsciresearch.com

www.techsciresearch.com

TechSci Research – Asia-PacificB – 44, Sector – 57, Noida, National Capital

Region, U.P. - India

Tel: +91-120-4523900

Email: sales@techsciresearch.com

www.techsciresearch.com