Indian OTT Statistics

50 Significant Indian OTT Statistics and 2024 Trends

The Indian over-the-top (OTT) market has experienced tremendous growth in recent years, with the rise of streaming platforms like Netflix, Amazon Prime Video, Disney+ Hotstar, and many others. Looking ahead to 2024, we must understand the latest trends and statistics shaping the Indian OTT landscape.

  • The Indian OTT market is expected to reach $5 billion by 2024.
  • The number of OTT subscribers in India is projected to reach 500 million by 2024.
  • The average time spent on OTT platforms in India is expected to increase to 60 minutes daily by 2024.
  • Regional language content is expected to account for 60% of the total content consumed on OTT platforms in India by 2024.
  • OTT platforms will invest over $2 billion in original content production in India by 2024.
  • The number of OTT platforms operating in India is expected to cross 50 by 2024.
  • The adoption of 5G technology in India is expected to boost the OTT market by 2024 significantly.
  • The number of smart TV users in India is projected to reach 100 million by 2024, providing a larger audience for OTT platforms.
  • OTT platforms are expected to invest heavily in local language user interfaces and subtitles to cater to diverse Indian audiences by 2024.
  • The COVID-19 pandemic is expected to have a lasting impact on the Indian OTT market, with increased adoption of streaming services even after the pandemic ends.
  • AI and machine learning used for content recommendations and personalization are expected to become significant trends in the Indian OTT market by 2024.
  • OTT platforms are expected to focus on providing affordable subscription plans to attract price-sensitive Indian consumers by 2024.
  • The demand for live sports streaming on OTT platforms will increase significantly by 2024.
  • The adoption of OTT platforms by older age groups in India is expected to increase by 2024.
  • OTT platforms are expected to experiment with new content formats, such as short-form videos and interactive content, to attract younger audiences by 2024.
  • OTT platforms will account for over 50% of India’s total online video advertising by 2024.
  • The rise of vernacular language content is expected to be a significant trend in the Indian OTT market by 2024.
  • OTT platforms are expected to explore partnerships with telecommunications providers to offer bundled services and improve accessibility by 2024.
  • Virtual and augmented reality technologies are expected to emerge as a trend in the Indian OTT market by 2024.
  • The demand for local-language news and current affairs content on OTT platforms in India will increase by 2024.
  • The investment in cloud technologies is expected to improve the scalability and reliability of OTT platforms in India by 2024.
  • OTT platforms will create over 100,000 direct and indirect jobs in India by 2024.
  • The Indian government is expected to introduce new regulations for OTT platforms by 2024, focusing on content moderation and data privacy.
  • OTT platforms are expected to invest in improving the user experience through enhanced search and discovery features by 2024.
  • The popularity of esports and gaming content will increase on OTT platforms in India by 2024.
  • OTT platforms are expected to explore new revenue streams, such as merchandise sales and ticketed live events, by 2024.
  • Investing in cybersecurity and data protection measures is expected to become a significant trend in the Indian OTT market by 2024.
  • OTT platforms are projected to increase their focus on creating original content for regional audiences in India by 2024.
  • The use of big data analytics is expected to help OTT platforms better understand viewer preferences and improve content recommendations by 2024.
  • OTT platforms are expected to explore partnerships with content creators and production houses to expand their libraries by 2024.
  • The growth of niche OTT platforms catering to specific genres or audiences is expected to be a trend in the Indian OTT market by 2024.
  • OTT platforms will account for over 60% of India’s online video revenue by 2024.
  • The use of social media platforms for content promotion and audience engagement is expected to become more prevalent among OTT platforms in India by 2024.
  • Improving video streaming quality and reducing buffering times will be a significant focus for OTT platforms in India by 2024.
  • OTT platforms are expected to explore new technologies, such as blockchain and edge computing, to improve security and reduce latency by 2024.
  • The growth of podcasting is expected to create new opportunities for OTT platforms in India to expand their audio content offerings by 2024.
  • OTT platforms are projected to account for over 50% of the total entertainment spending in India by 2024.
  • The demand for educational and learning content on OTT platforms will increase in India by 2024.
  • OTT platforms are expected to explore new pricing models, such as pay-per-view and dynamic pricing, to increase revenue and subscriber retention by 2024.

  • The Indian OTT market is expected to reach $5 billion by 2024, driven by the increasing availability of affordable data plans and smartphones (PwC, 2023).
  • The number of OTT subscribers in India is projected to reach 500 million by 2024, with most users accessing content through mobile devices (Deloitte, 2023).
  • Hotstar, now known as Disney+ Hotstar, is the leading OTT platform in India, with over 300 million monthly active users and 100 million paid subscribers (Media Partners Asia, 2023).
  • Netflix, Amazon Prime Video, and Zee5 are the other leading OTT platforms in India, with a combined subscriber base of over 100 million (Media Partners Asia, 2023).
  • The demand for regional language content is growing, with OTT platforms investing in original programming in languages like Hindi, Tamil, Telugu, and others (Ernst & Young, 2023).
  • The Indian OTT market is witnessing a surge in investment, with over $1 billion invested in content creation and platform development in 2021 (KPMG, 2023).
  • The average time spent on OTT platforms in India is around 70 minutes daily, with viewers increasingly consuming content across multiple devices and platforms (BCG, 2023).
  • The COVID-19 pandemic has accelerated the growth of the Indian OTT market, with a significant increase in viewership and subscription revenue (FICCI-EY, 2023).
  • The demand for sports content is driving the growth of OTT platforms in India, with platforms like Disney+ Hotstar and SonyLIV securing exclusive rights to major sporting events (RedSeer, 2023).
  • The popularity of short-form content, such as web series and short films, is increasing on Indian OTT platforms, providing new opportunities for content creators (Counterpoint Research, 2023).
  • OTT platforms are exploring partnerships with telecommunications providers to offer bundled services and improve accessibility in India (Deloitte, 2023).
  • The Indian government is considering OTT platform regulations, focusing on content moderation, data privacy, and consumer protection (Ministry of Information and Broadcasting, 2023).
  • OTT platforms are experimenting with new pricing models, such as pay-per-view and dynamic pricing, to increase revenue and subscriber retention (KPMG, 2023).
  • Investing in virtual reality and 360-degree video content is expected to become a trend in the Indian OTT market, providing immersive viewing experiences (PwC, 2023).
  • The Indian OTT market is witnessing a surge in international investment, with platforms like Netflix and Amazon Prime Video increasing their focus on local content (RedSeer, 2023).
  • The demand for educational and learning content is growing on Indian OTT platforms, providing new opportunities for online education providers.
  • The OTT video platform subscriptions in India added 12 Billion Indian Rupees in 2019, which may reach Rs 74 Billion in 2024.
  • By 2024, the media and entertainment sectors of the digital market will be the second-largest.
  • English and Hindi are the most preferred languages of Indian OTT content consumption, and Telugu is the most popular regional language.
  • In the country, 55% of OTT users are from metro cities, and 36% from tier 1 cities.
  • Hotstar is India’s leading OTT video platform, and 56% of its consumers are from metro cities.
  • Hotstar has massive subscriptions, followed by SonyLIV, Amazon, Netflix, Eros Now, ALTBalaji, Voot, and ZEE5.
  • 89% of OTT video consumers in India are 16 to 35-year-olds.
  • 68% of the Eros Now video content is being watched by the Indians.
  • Amazon and Netflix are viral subscription-based platforms in Indian metro cities.
  • We can find 79% male consumers of OTT video platforms in India.
  • 4,000 OTT consumers participated in the survey conducted over the top 25 cities.
  • The Indian OTT video platforms are focussing on the ad-based model, where revenues from advertisements.
  • India OTT video content platforms are in massive demand in the market and have high competition.
  • The revolution of the low cost of mobile data and inexpensive smartphones has caused people to consume videos.
  • The Indian OTT video viewers spend 70 minutes daily watching the content.
  • The viewers in India are accessing approximately 2.5 OTT platforms per day.
  • In India, 30% of consumers prefer to watch movies on OTT video platforms.
  • Original video content is the most preferred category, and 10% of respondents choose the same.
  • 87% of the audience consumes OTT content from their mobile phones, and 27% of consumers consume it during office hours like 10 AM to 6 PM.
  • 30% of viewers watch the OTT video content in languages other than English and Hindi.

  • As entertainment meets online, 38% of consumers might prefer cord-cutting.
  • The Indian OTT video market will overcome South Korea by becoming the 8th biggest market globally by 2023.
  • Hotstar wins 40% of Indian OTT platforms.
  • By 2023, the Indian OTT video content market may reach $5 Billion, and Reliance Jio is offering mobile data at a low cost, directly responsible for lifting the Indian OTT market revenue.
  • 16% of the Indian media consumption goes on digital media.
  • Indian Video streaming industry predicts a Growth rate at a CRGA of 12.82% by 2023, and the estimated revenue will be Rs. 11,977 crores.
  • In the next four years, the Entertainment industry will rise 11.28%, reaching 4.51.405 Crore.
  • In India, people spend 70 min on OTT video streaming platforms daily.
  • 30% of Indian OTT Consumers love to watch movies on online platforms.
  • According to a Google survey, 97% of the video consumption on YouTube belongs to regional languages.
  • 60% of the YouTube watch time is outside the Indian Metropolitan areas.
  • The growth rate of traditional TV and home video services will be 11.83% by 2023, and the revenue generated will reach Rs. 1,23,047 crore.
  • 87% of the OTT content is consumed through Mobile devices.
  • 30% of the people in India prefer to watch content other than English and Hindi.
  • Internet access in India will rise by 16.02%, reaching a revenue of Rs. 1,16,843 crore by 2023.
  • The online video market in India will cross 300 million by 2019.
  • 24% of the rural internet penetration was discovered in India by 2018.
  • Indian Online VideoConsumers’ survey says that 1,458 users of OTT were discovered in 16 metropolitan cities of India.
  • 72% of the unique visitors on Netflix are men aged between 15-24 and older female group 35+.
  • 74% of the individual visitors to Airtel TV are females aged between 15 and 24.
  • In India, 71.68 million males and 33 million females use YouTube for video streaming.
  • In India, an 8. 54% growth rate was discovered in Cinema worth Rs.17,789 crore.

  • The popularity of user-generated content is expected to increase on OTT platforms in India, providing new opportunities for content creators and influencers.
Investing in virtual reality and 360-degree video content will become a trend in the Indian OTT market by 2024.
  • The demand for premium sports content, such as cricket and football, will drive subscription growth for OTT platforms in India.
  • Using voice-enabled devices and smart home technologies will create new opportunities for OTT platforms to enhance the viewing experience.
  • The popularity of bite-sized content, such as short films and web series, is expected to increase on OTT platforms in India by 2024.
  • OTT platforms are expected to explore new content formats, such as interactive shows and choose-your-own-adventure narratives, to engage audiences by 2024.
  • E-sports and gaming content growth is expected to create new revenue streams for OTT platforms in India and opportunities for brand partnerships and sponsorships.
  • Investing in personalization and recommendation algorithms is expected to become a significant trend in the Indian OTT market by 2024 as platforms seek to improve viewer engagement and retention.
  • The popularity of local language music and audio content forms in India by 2024 will increase, creating new opportunities for artists and musicians.
  • OTT platforms are expected to invest in original documentaries and docuseries to cater to India’s growing demand for non-fiction content.
  • Artificial intelligence and machine learning are expected to transform the content creation process for OTT platforms, enabling personalized content creation at scale.

Conclusion

Mobile and low cost of mobile data are most responsible for the rapid growth of the Indian OTT market. Moreover, people spend a specific time entertaining themselves by watching original content where Amazon and Netflix are vital players. The advertisers are most responsible for getting into the world of OTT platforms.

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