Hotstar leads the Indian OTT video content market, followed by Amazon’s Prime Video. Other major platforms are Viacom18’s VOOT, SonyLIV, Netflix, Eros Now, Zee5, ALTBalaji, MX Player, Sun Nxt in terms of subscribers.
So what is this OTT? OTT is ‘Over the Top’. OTT platforms refer to any type of video or streaming media that provides a viewer access to movies or series through the internet. OTT’s business is highly focused on the ad-based model (AVOD), where advertisements drive revenues and the subscription-based market (SVOD) is growing significantly.
MAJOR PLATFORMS IN INDIA
1. Disney+ Hotstar
2. Amazon Prime Video
7. Sun NXT
ZEE5 has a wonderful collection of TV series from across the globe, including Korean and Spanish. While, Hotstar offers one of the biggest and most diverse content portfolios in the world. Hotstar has over 100,000 hours of exclusive content across eight languages of India. Netflix and Amazon’s Prime Video most favourite in metros cities.
As per a survey 89% of the OTT users are within the 16-35 years age group, according to Counterpoint Research’s India OTT Video Content Market Consumer Survey. Hindi & English are the most preferred language for video content this is followed by Telegu, Tamil, Bengali, Punjabi, Marathi, and Malayalam.
Atleast a dozen more OTT platforms are already in tight competition and also an over two dozens platforms are on various stages of development.