Counterpoint Research has launched its December figures for the Indian OTT video streaming marketplace. As in keeping with their estimates, the OTT video streaming marketplace in India is lately valued at $280 million (kind of Rs. 1,788 crores) and has about 100 million subscribers. Counterpoint Research estimates a 35 % year-over-year (YoY) building up in the marketplace this is ruled via Hotstar.
According to the Counterpoint Research document, Star India’s Hotstar is reigning the web video streaming marketplace with 75 million subscribers, adopted via Viacom18’s Voot that has 15 million subscribers. Amazon’s Prime Video is in the 3rd place with 11 million subscribers, whilst SonyLiv and Netflix are ranked fourth and 5th, respectively, with about five million subscribers each and every.
The listing incorporates of 2 hybrid earnings fashions (Hotstar and Sony LIV), two subscription earnings fashions (Prime Video and Netflix), and one advertisement-based participant ( Voot). The document additionally finds that the Indians nonetheless in large part choose unfastened or ad-supported streaming platforms. For example, handiest about 2-Three % of the whole subscriber base in fact will pay for services and products on Hotstar whilst about 6 % of the subscriber base of Netflix utilises the paid subscription – the remainder benefit from the ‘unfastened first month’ be offering. Amazon Prime Video, then again, has a 100 % paid subscription base, owing to its ‘lower than $1’ (kind of Rs. 64) per month subscription price. Notably, this determine was once arrived at via dividing the Rs. 499 annual price via 12, however, the yearly Prime subscription has since been revised to Rs. 999 – making it kind of Rs. 83 a month, or over $1. Netflix has the perfect subscription price with a minimal plan of Rs. 500 per 30 days.
The document notes that all of the avid gamers in the listing be offering various varieties of content material. While Netflix is interested in a top rate target market that prefers international content material, Hotstar has a mixture of native and international content material to cater to other demographics. Additionally, avid gamers like Sony LIV and Voot majorly be offering native content material, numerous which is sourced from their TV content material companions.
Counterpoint Research attributes speeded up person enlargement to the rising availability of top pace 4G networks in the rustic. With over 130 million plus smartphones getting Internet get entry to, video intake on mobiles is predicted to develop considerably over the following few years.