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Over-the-top media services in India

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There are currently about 40 providers of over–the–top media services (OTT) in India, which distribute streaming media over the Internet. In fiscal year 2018, the OTT market in India was worth ₹2,150 crore (₹21.5 billion, US$303 million as of 2018), and its value grew to ₹35 billion in 2019.

According to a KPMG report, the average time spent by Indian subscribers on various OTT platforms is 20–50 minutes.[citation needed]

History and growth

The first dependent Indian OTT platform was BIGFlix, launched by Reliance Entertainment in 2008.[1]

In 2010, Digivive launched India's first OTT mobile app called nexGTv, which provides access to both live TV and on–demand content. nexGTV is the first app to live–stream Indian Premier League matches on smart phones and did so during 2013 and 2014.[needs update]

OTT gained significant momentum in India when both DittoTV (Zee) and Sony Liv were launched in the Indian market around 2013. DittoTV was an aggregator platform containing shows across all media channels including Star, Sony, Viacom, Zee, etc.

Rise of OTT in India

Rise of Hotstar

Hotstar, (now Disney+Hotstar), is the most subscribed–to OTT platform in India, owned by Star India as of July 2020, with around 300 million active users and over 350 million downloads.[2] According to Hotstar's India Watch Report 2018, 96% of watch time on Hotstar comes from videos longer than 20 minutes, while one–third of Hotstar subscribers watch television shows.[3] In 2019, Hotstar began investing ₹120 crore in generating original content such as "Hotstar Specials". 80% of the viewership on Hotstar comes from drama, movies and sports programs.[2]

Netflix in India

American streaming service Netflix entered India in January 2016. In April 2017, it was registered as a limited liability partnership (LLP) and started commissioning content. It earned a net profit of ₹2020,000 (₹2.02 million) for fiscal year 2017. In fiscal year 2018, Netflix earned revenues of ₹580 million.[4] According to Morgan Stanley Research, Netflix had the highest average watch time of more than 120 minutes but viewer counts of around 20 million in July 2018.[3] As of 2018, Netflix has six million subscribers, of which 5–6% are paid members.[5]

India was not affected by Netflix's July 2018 increase in subscription rates for the US and Latin America. Netflix has stated its intent to invest ₹600 Crore in the production of Indian original programming.[6] In late 2018, Netflix bought 150,000 square feet (14,000 m2) of office space in Bandra–Kurla Complex (BKC) in Mumbai as their head office. As of December 2018, Netflix has more than 40 employees in India.[4]

Netflix faces tough competition with other OTT platforms in India such as Amazon Prime and Hotstar, each of which charge lower subscription rates than Netflix.[5]

Other OTT providers

Sony LIV, the OTT platform from Sony India, has 30 million viewers with an average watch time of around 60 minutes.[3]

nexGTv is the flagship product of Digivive Services Pvt Ltd. Its app offers users entertainment across multiple devices. It streams over 200 live TV channels and on-demand content, including movies, TV Shows and videos. In 2015, nexGTv launched India's first mobile talent discovery platform, called "SPOTLight", with director Imtiaz Ali. In 2016 nexGTV, launched its first original series ‘’Ïn My City" with Priyanka Chopra making her mobile series debut.

Amazon Prime Video was launched in 2016. The platform has[when?] 2,300 titles available including 2,000 movies and about 400 shows. It has announced that it will invest ₹20 billion in creating original content in India. Besides English, Prime Video is available in six Indian languages as of December 2018.[7] Amazon India launched Amazon Prime Music in February 2018.[8]

Olly Plus, Was launched in 2020, By Sk Line Production Olly Plus is Odisha's new online Odia OTT platform where you can enjoy unlimited Odia Videos, Albums, Movies, Comedy Videos, Short Films, Audio Storys and Romantic videos on the go. Olly Plus has passionate plans to make the Cinema of Odisha touch a new height. Hope it will make its dearest dream of making cinema & Short Films globalized come true!

Eros Now, an OTT platform launched by Eros International, has the most content among the OTT providers in India, including over 11,000 films, 100,000 music albums & tracks, and 100 TV shows. Eros Now was named as 'Best OTT Platform of the Year 2019' at the British Asian Media Awards.[when?] It has 128 million registered users and 13 million paying subscribers as of February 2019.[9]

Apart from these, Balaji Telefilms–owned ALTBalaji and Viacom 18–owned Voot and some very popular because of unique content they provide are Fliz Movies and Ullu_App.[clarification needed] These are the most–viewed OTT platforms in India. Reliance Jio–owned JioCinema and JioTV, and Times Group–owned MX Player are other OTT service providers in India.

Hoichoi is the first dedicated regional–language OTT service in India. It has launched 30 new shows and 12 original films in Bengali and has acquired about 200 Bengali films and dubbed content from English, Hindi and Arabic. In 2018 it entered Bangladesh as well as the United Arab Emirates, adding a prospective customer base of 180 million.[7]

In June 2017, Sun TV Network launched their Sun NXT regional OTT service in Telugu, Tamil, Malayalam, Bengali and Kannada.[10]

In February 2020, Aha OTT platform is launched, which broadcasts exclusively Telugu content.[11]

Future predictions

According to KPMG Media and Entertainment Report 2018, the Indian OTT market is expected to grow 45 percent to reach ₹138 billion by the end of fiscal 2023.[3] According to a report by Ernst & Young, the number of OTT users in the country will reach 500 million by 2020, making India the second–biggest market after the US.[7]

List of OTT platforms in India

Name Parent Active years Languages Notes/Ref.
YuppTV YuppTV 2007–present Hindi,Telugu,Tamil,Punjabi [12]
BIGFlix Reliance Entertainment 2008–present Hindi,Telugu,Tamil,Bengali India's first movie on demand service[1]
Vuclip PCCW 2008–present Indian (Hindi,Telugu,Tamil) [13]
Digivive Digivive Services Pvt Ltd 2010–present Hindi
Spuul Independent 2012–present Hindi,Telugu,Tamil [14]
Sony Liv Sony Pictures Networks India 2013–present Hindi,Telugu,Tamil,Bengali

Malayalam,Kannada,

Punjabi

[15][16]
TVFPlay Independent 2015–present Hindi,Telugu,Tamil [17]
Netflix Netflix Inc. 2015–present Hindi,Telugu,Tamil,Bengali

Malayalam,Kannada

[18]
Viu HK Television Entertainment 2015–present Hindi,Telugu,Tamil [19][20]
Arre UDigital 2015– present Hindi,English [21]
Disney+ Hotstar Star India (The Walt Disney Company India) 2015–present Hindi,Telugu,Tamil,Bengali

Malayalam,Kannada,Odia

Punjabi,Gujarati

India's most subscribed OTT platform[22][failed verification][23]
Eros Now Eros International 2015–present Hindi,Telugu,Tamil,Punjabi Tittled as 'Best OTT Platform of the Year 2019' at the British Asian Media Awards[9]
Hooq Sony Pictures, Warner Bros. and Singtel 2015–2020 English Dissolved in 2020[24]
Hungama Play Hungama Digital Media Entertainment 2015–present Hindi,Telugu,Tamil [25]
Amazon Prime Video Amazon 2016–present Hindi,Telugu,Tamil,Bengali

Malayalam,Kannada,Odia

Punjabi,Gujarati

[26][27]
Voot Viacom 18 2016–present [28]
JioCinema Jio Platforms 2016–present [29]
ALTBalaji Balaji Telefilms 2017–present Hindi,Telugu,Tamil [30]
Hoichoi Shree Venkatesh Films 2017–present Bengali Bengali OTT[31][failed verification]
Sun NXT Sun TV Network 2017–present Hindi,Telugu,Tamil,Bengali,

Malayalam,Kannada,Punjab

Odia,Gujarati,English

Regional OTT Platform[32][33]
MX Player Times Internet 2018–present [34]
ZEE5 Zee Entertainment Enterprises 2018–present [35]
Ullu App Ullu App 2018–present Hindi,Telugu [36]
Mubi Mubi Inc. 2019–present English [37]
Manorama Max Malayala Manorama 2019–present Malyalam Malayalam content[38]
ShemarooMe Shemaroo Entertainment 2019–present Hindi,Telugu,Gujarati [39]
Aha Arha Media & Broadcasting Pvt. Ltd. 2020–present Telugu Telugu OTT[40]

List of podcast platforms in India

Name Free access Selective streaming Lossless (Hi-Fi) Track download Tracks (millions) Active users (millions) Paying users (millions) First launched Login required
Amazon Music Yes Yes Yes[41] Yes[42] 50 (Unlimited), 2 (Prime Music)[43] 16[44] Yes
Apple Music No Yes No Yes 60 60[45] 60[46] June 2015 Yes
Gaana Yes Yes No Yes Yes
Google Play Music No Yes No Yes[47] 40[48] November 2011 Yes
Hungama Yes Yes No Yes Yes
JioSaavn Yes Yes No Yes 30[49] 20[49] Yes
SoundCloud Yes Yes Partial Limited 200+[50] 175[51] No
Spotify Yes Yes No Yes 50[52] 289[53] 130 October 2008 Yes
Wynk Yes Yes No Yes Yes
YouTube Music Yes Yes No Yes 50[54] November 2015 No

References

  1. ^ a b Dangwal, Sandhya (27 April 2017). "Reliance Entertainment launches BIGFLIX, India's first global multi-language HD movie platform". India.com.
  2. ^ a b Laghate, Gaurav (15 January 2019). "Hotstar to invest Rs 120 crore in generating original content" – via The Economic Times.
  3. ^ a b c d "Video OTT revenue in India expected to reach Rs 13,800 crore by FY 2023 – Exchange4media". Indian Advertising Media & Marketing News – exchange4media.
  4. ^ a b Babar, Kailash; Laghate, Gaurav (28 December 2018). "Netflix leases space for India Headquarter in BKC" – via The Economic Times.
  5. ^ a b "Netflix is getting crushed in India, and it's all because of Amazon and Hotstar". Android Central. 2 February 2018.
  6. ^ Bhattacharya, Ananya; Bhattacharya, Ananya. "Netflix hasn't increased prices in India probably because it can't afford to". Quartz India.
  7. ^ a b c "The rise and rise of India's online streaming services". The Week.
  8. ^ "Amazon to launch Prime Video Channels in India – TelevisionPost: Latest News, India's Television, Cable, DTH, TRAI". 23 January 2019.
  9. ^ a b "Eros Now has 13M paid subscribers in Q3FY19; now at 128M registered users". 8 February 2019.
  10. ^ PTI. "Sun TV Networks launches multilingual digital platform". @businessline. Retrieved 9 March 2020.
  11. ^ "Aha! A new OTT channel to watch out for". 11 February 2020.
  12. ^ "YuppTV Dongle launched in US for South Asians". abu.org.my.
  13. ^ "PCCW embarks on strategic expansion of OTT video business". 16 March 2015. Archived from the original on 16 March 2015.
  14. ^ "Spuul: a free app to stream Indian movies on your phone – Digit.in". Digit.
  15. ^ Standard, Business. "PTI Stories – Business Standard". Business Standard. {{cite web}}: |first= has generic name (help)
  16. ^ "SonyLIV Powers OTT Video Streaming for 30 Million Users with Brightcove". Brightcove.
  17. ^ Saxena, Aditi (6 February 2015). "This IIT Kharagpur alumnus is the brain behind The Viral Fever Media" – via The Economic Times.
  18. ^ "The Arrival Of Netflix In India: All That You Need To Know". inc42.com.
  19. ^ "PCCW looks at Viu as just the start". Digital News Asia. 4 April 2016.
  20. ^ "Viu to shut India operations". afaqs!. 16 December 2019.
  21. ^ https://inc42.com/features/startup-watchlist-top-media-entertainment-startups-to-look-out-for-in-2019/
  22. ^ "Home Main". Media News 4 U.
  23. ^ Laghate, Gaurav (5 September 2018). "Star India rejigs Hotstar service to drive growth" – via The Economic Times.
  24. ^ "Tech in Asia – Connecting Asia's startup ecosystem". techinasia.com.
  25. ^ Kanth, K. Rajani (24 July 2015). "Hungama launches on-demand movies app Hungama Play". Business Standard India. Retrieved 12 October 2020.
  26. ^ Choudhary, Vidhi (14 December 2016). "Amazon Prime Video launched in India". livemint.com.
  27. ^ Sathe, Gopal. "Amazon Prime Video, Netflix's Biggest Rival, Has Gone Live in India". NDTV Gadgets 360.
  28. ^ "Viacom18 launches video-on-demand platform Voot". 29 March 2016 – via The Economic Times.
  29. ^ "JioCinema: Movies TV Originals - Apps on Google Play". play.google.com. Retrieved 12 October 2020.
  30. ^ "TV serials & movie producer Balaji Telefilms launches online platform with original digital content". Techcircle. 14 August 2015.
  31. ^ "Best Media Info". bestmediainfo.com.
  32. ^ "Stock/Share Market Investment, Live BSE/NSE Sensex & Nifty, Mutual Funds, Commodity Market, Finance Portfolio Investment/Management, Startup news India, Financial News – Moneycontrol". moneycontrol.com.
  33. ^ "Sun TV Network's Sun Nxt garnering Rs 50 cr rev from 1 mn subs – TelevisionPost: Latest News, India's Television, Cable, DTH, TRAI". 12 February 2019.
  34. ^ "MX Player, Reportedly Bought by Indian Media Giant for $200 Million". 28 June 2018.
  35. ^ "With Ditto TV, Zee eyes a game-changer". dna. 1 March 2012.
  36. ^ "Ullu was launched globally on December 25, 2018, and the content is created by some of the best talents of the entertainment industry". Midday. 23 August 2019.
  37. ^ "Mubi launches streaming service in India". techcrunch.com.
  38. ^ "ManoramaMax' news and entertainment app launched, download now". onmanorama.com.
  39. ^ "Shemaroo Announces the Launch of New OTT Platform ShemarooMe". DATAQUEST. 14 February 2019. Retrieved 12 October 2020.
  40. ^ "Aha – 100% telugu Web Series and Movies".
  41. ^ "Amazon.com Help: What is Amazon HD". Retrieved 20 September 2019.
  42. ^ "Amazon.com Help: Download Prime Music for Offline Playback". Retrieved 31 July 2015.
  43. ^ "Amazon Music Unlimited FAQ". Retrieved 18 November 2016.
  44. ^ "Amazon Music: The Dark Horse Comes Out Of The Shadows | MIDiA Research". MIDiA Research. 20 October 2017. Retrieved 17 March 2018.
  45. ^ "Apple Music on Track to Overtake Spotify in U.S. Subscribers". Retrieved 6 February 2018.
  46. ^ "Pandora takes on Spotify with dozens of personalized playlists built using its Music Genome – TechCrunch". techcrunch.com. Retrieved 20 May 2018.
  47. ^ "Download music to listen offline – Google Play Help". Retrieved 31 July 2015.
  48. ^ "Google Play Music".
  49. ^ a b Russell, Jon. "Saavn, 'India's Spotify', Reveals It Has 11M Monthly Users And Hires Ex-Google Exec". TechCrunch. Retrieved 29 August 2015.
  50. ^ "SiriusXM Acquires Minority Stake in SoundCloud With $75 Million Investment". 11 February 2019.
  51. ^ Rusli, Evelyn M.; Karp, Hannah; MacMillan, Douglas (9 December 2014). "SoundCloud's Valuation Could Top Billion With New Fundraising". WSJ Blogs – Digits. Retrieved 9 August 2015.
  52. ^ "Upgraded Spotify Premium Family Plan: Value the Entire Household Will Love". Retrieved 21 August 2019.
  53. ^ https://techcrunch.com/2020/04/29/spotify-q1-beats-on-sales-of-2b-with-monthly-active-users-up-31-to-286m/
  54. ^ "YouTube Music is making it simple to transfer over your Google Play Music library". Official YouTube Blog. Retrieved 15 June 2020.


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