India Over The Top Content Market Research Report By Type (SVOD, AVOD, TVOD, Others) and By Application (Movies & TV Shows, Sports, Education, Others)-Forecast to 2035

India Over The Top Content Market Overview

As per MRFR analysis, the India Over The Top Content Market Size was estimated at 9.67 (USD Billion) in 2023.The India Over The Top Content Market is expected to grow from 11.5(USD Billion) in 2024 to 85 (USD Billion) by 2035. The India Over The Top Content Market CAGR (growth rate) is expected to be around 19.943% during the forecast period (2025 - 2035).

Key India Over The Top Content Market Trends Highlighted

The India Over The Top Content Market is witnessing significant market trends driven by rising smartphone penetration, increasing internet accessibility, and a growing younger demographic. This trend is further fueled by the expansion of affordable data plans, making streaming services more accessible to a broader audience. The growing popularity of regional content has emerged as a key driver, with consumers seeking localized programming and films that resonate with their cultural backgrounds.

OTT platforms are now prioritizing original series and films in various local languages, which promotes inclusivity and caters to diverse preferences. Furthermore, the rise in digital payment systems is facilitating easier subscription management, driving more viewers towards premium content offerings.The most recent trends also show how important it is for OTT services and telecom companies to work together to offer bundled subscriptions that make things easier for customers.

There is a clear change happening where viewers are moving away from traditional broadcasting and toward on-demand services. This shows that Indian audiences are changing the way they consume media. As this market grows, businesses can focus on making original content that appeals to specific groups of people and look into working with regional filmmakers. New ways to get people interested are also coming out, such as interactive content and gamification.

The rapid growth of smart TVs and connected devices further opens avenues for advertisers, as OTT platforms harness data analytics to create targeted advertising campaigns. Altogether, these factors are shaping the future of the India OTT content landscape, making it an exciting area for investors and content creators alike.

Source: Primary Research, Secondary Research, MRFR Database, and Analyst Review

India Over The Top Content Market Drivers

Rapid Growth of Internet Penetration

The increasing number of internet users in India is a significant driver for the India Over The Top Content Market. As of 2023, India has approximately 800 million active internet users, making the country one of the largest online populations globally.

The National Telecom Policy emphasizes the importance of expanding digital infrastructure and connectivity, aiming for a target of 1 billion internet users by 2025. Increasing accessibility to affordable data plans provided by major telecommunications companies like Reliance Jio and Bharti Airtel, which have invested heavily in expanding 4G services, has substantially contributed to this growth.

This massive online audience is fueling the demand for various Over The Top (OTT) content services, as consumers are keen on accessing an array of digital video and audio streaming options from various platforms. With the ever-expanding reach of the internet and increasing mobile phone usage, the India Over The Top Content Market is poised for continued growth.

Shifting Consumer Preferences Towards Digital Media

In India, there has been a notable shift in consumer preferences from traditional cable television to digital media platforms. The Broadcast Audience Research Council reported that in 2022, more than 40% of Indian households preferred OTT platforms over traditional television for their entertainment needs, marking a significant trend towards the consumption of digital content.

Major players such as Netflix, Amazon Prime Video, and Disney+ Hotstar have tailored their content libraries to cater to Indian tastes, with a focus on regional languages and local content.

This change in preference is fueled by the growing popularity of binge-watching, with consumers now favoring on-demand content that can be accessed at their convenience. The evolution of consumption patterns in the India Over The Top Content Market strongly indicates that users are willing to invest in subscription-based services, further driving market growth.

Expansion of Local Content Production

The rise of local content production has become a critical driver in the India Over The Top Content Market, as platforms realize the potential of catering to diverse regional audiences. Reports indicate that investment in original Indian content has surged, with the Indian OTT sector allocating over 25% of its budgets to create new, locally-produced shows and films in 2023.

This strategic move by companies such as Zee5 and SonyLIV enhances viewer engagement and attracts subscribers who seek relatable content in their native languages.Additionally, government initiatives like the 'Make in India' campaign encourage companies to invest in local storytelling and content production. The estimated growth in local content production helps differentiate platforms and solidify their presence in this competitive market, driving further investment and consumer interest.

Increasing Smartphone Penetration

Smartphone penetration in India has reached approximately 750 million users as of 2023, presenting a tremendous opportunity for the India Over The Top Content Market. Organizations like the Indian Cellular Association have estimated that the country will cross over 1 billion smartphone users by 2025.

The accessibility of OTT applications on smartphones enhances consumer engagement with digital content, allowing users to watch their favorite shows and movies on-the-go.

Major brands, such as Xiaomi and Samsung, offer affordable smartphones, making them accessible to a wider audience. This burgeoning smartphone market is enabling remote regions of India to access OTT content. As consumers continue to embrace mobile-first approaches to entertainment, this trend is expected to drive substantial growth in the India Over The Top Content Market.

India Over The Top Content Market Segment Insights

Over The Top Content Market Type Insights

The Type segment of the India Over The Top Content Market presents a diverse landscape that caters to various consumer preferences and viewing habits. This market segment includes Subscription Video on Demand (SVOD), Advertising Video on Demand (AVOD), Transactional Video on Demand (TVOD), and others, each serving distinct needs and demands of the audience. SVOD has gained a notable foothold in the market, offering consumers the convenience of binge-watching their favorite shows and movies for a flat monthly fee, making it favorable for families and avid viewers who seek extensive libraries.

In contrast, AVOD presents an attractive option for cost-sensitive consumers, allowing free access to content while generating revenue through advertisements, which appeals particularly to the young and diverse audience in India, who often favor free content. TVOD plays a crucial role as well, facilitating pay-per-view transactions for special events, newly released movies, or premium content, catering to consumers who desire flexibility. This segment is supported by increasing internet penetration and the growing availability of smart devices, thus further expanding the consumer base.

The dynamic growth of the India Over The Top Content Market is also driven by strategic partnerships between local content creators and global platforms, enhancing the variety of content available to Indian viewers. High-quality local content is becoming increasingly vital, as audiences are drawn to culturally relevant productions that resonate with their experiences, values, and lifestyles. The future of this market segment appears promising, with innovations in technology and constant shifts in consumer preferences paving the way for new content delivery models.

With evolving media consumption trends, the competition among these types of services is intensifying, resulting in richer offerings and better user experiences. Overall, this Type segment plays a significant role in shaping the trajectory of the India Over The Top Content Market, influencing the market growth with its diverse monetization strategies that cater to varied segments of the population in India. As viewing habits diversify, understanding these types will become crucial for stakeholders intent on succeeding in this evolving landscape.

Source: Primary Research, Secondary Research, MRFR Database, and Analyst Review

Over The Top Content Market Application Insights

The India Over The Top Content Market is witnessing substantial expansion with Applications catering to various genres such as Movies and TV Shows, Sports, Education, and Others playing a pivotal role in its growth. The popularity of digital streaming services has propelled the demand for Movies and TV Shows, reflecting changing consumer preferences towards on-demand content consumption. Meanwhile, Sports content is gaining traction, especially with the growing fan base of live events and esports in India, enhancing viewer engagement and interaction.

Education platforms are also becoming significant, offering online courses and learning materials that resonate with the increasing digitization in India’s education system. The Others category encompasses a diverse range of content, including music, podcasts, and web series, diversifying the market further.

The increasing internet penetration and smartphone usage in India are driving these trends forward, while the shift from traditional broadcasting to digital platforms is shaping viewer habits, effectively transforming the India Over The Top Content Market landscape.This market growth reflects the dynamic interplay of consumer behavior, technology advancements, and content diversification, leading to new opportunities and challenges within the industry.

India Over The Top Content Market Key Players and Competitive Insights

The India Over The Top Content Market is rapidly evolving, characterized by a diverse range of streaming platforms that cater to a growing audience seeking on-demand entertainment. This market has seen significant growth driven by increased internet penetration, smartphone usage, and a preference for digital content over traditional media. With a mixture of established players and new entrants, the competitive landscape is marked by a variety of business models, content offerings, and consumer engagement strategies.

Competing OTT players are continually innovating their services to attract subscribers, differentiate themselves through exclusive content, and adapt to changing viewer preferences. As the market matures, competition intensifies, requiring constant adaptation and investment in technology, user experience, and content delivery.Eros Now has solidified its presence in the Indian OTT market through a robust library of films, television shows, and original web series.

Known for its extensive collection of Bollywood movies and regional content, Eros Now appeals to a wide array of audiences, leveraging its existing relationships in the film industry to secure exclusive releases and partnerships. The platform has also emphasized its user-friendly interface and affordability, making it an attractive option for budget-conscious viewers.

Eros Now has focused on producing original programming that resonates with younger demographics, thereby enhancing its brand value and user engagement. Its strategic collaborations with telecommunications companies for bundled services have further fortified its reach within the competitive landscape of India’s OTT ecosystem.

ALTBalaji has carved out a niche within the India Over The Top Content Market by offering a variety of original web series, specifically targeting underserved audiences with localized and relatable content. The platform's emphasis on producing stories that reflect Indian culture and societal issues has led to a dedicated viewer base. ALTBalaji's commitment to original programming has contributed to its quick market penetration and brand recognition.

The company operates a subscription-based model and continually updates its library to entice loyal and new subscribers alike. Additionally, ALTBalaji has leveraged strategic partnerships and collaborations with other content creators and production houses, enabling it to diversify its content offerings and enhance its market presence. Through its focus on creating compelling narratives and localized content that resonates with Indian viewers, ALTBalaji stands out as a major player in the competitive OTT landscape of India.

Key Companies in the India Over The Top Content Market Include

• Eros Now
• ALTBalaji
• Amazon Prime Video
• Zee5
• HOOQ
• MX Player
• Disney+ Hotstar
• Aha
• JioCinema
• Sling TV
• Voot
• YouTube
• Sony Liv
• Netflix

India Over The Top Content Market Developments

Recent developments in the India Over The Top Content Market reveal a dynamic landscape as competition intensifies among key players such as Amazon Prime Video, Disney+Hotstar, and Netflix. In October 2023, Disney+ Hotstar announced plans to revamp its subscription model in response to increasing competition, aiming to enhance viewer engagement. Moreover, in September 2023, Eros Now unveiled a partnership with Voot to expand its content offerings, leveraging Voot's user base for broader reach.

The market has also seen significant growth, with estimates suggesting a valuation of over USD 4 billion by 2024, driven by increasing smartphone penetration and internet accessibility across India. During the last two years, platforms like MX Player and Sony Liv have been investing in original content, with MX Player achieving over 200 million monthly active users as of August 2023.

Notably, in January 2022, ALTBalaji integrated with ZEE5 to combine their content libraries, marking a pivotal merger in the Indian OTT space. These developments are indicative of a rapidly evolving market, reflecting changing consumer preferences and the ongoing digital transformation in India's entertainment sector.

India Over The Top Content Market Segmentation Insights

• Over The Top Content Market Type Outlook
  • SVOD
  • AVOD
  • TVOD
  • Others
• Over The Top Content Market Application Outlook
  • Movies & TV Shows
  • Sports
  • Education
  • Others

 

Report Attribute/Metric Source:	Details
MARKET SIZE 2023	9.67(USD Billion)
MARKET SIZE 2024	11.5(USD Billion)
MARKET SIZE 2035	85.0(USD Billion)
COMPOUND ANNUAL GROWTH RATE (CAGR)	19.943% (2025 - 2035)
REPORT COVERAGE	Revenue Forecast, Competitive Landscape, Growth Factors, and Trends
BASE YEAR	2024
MARKET FORECAST PERIOD	2025 - 2035
HISTORICAL DATA	2019 - 2024
MARKET FORECAST UNITS	USD Billion
KEY COMPANIES PROFILED	Eros Now, ALTBalaji, Amazon Prime Video, Zee5, HOOQ, MX Player, Disney+ Hotstar, Aha, JioCinema, Sling TV, Voot, YouTube, Sony Liv, Netflix
SEGMENTS COVERED	Type, Application
KEY MARKET OPPORTUNITIES	Rising smartphone penetration, Localized content demand, Subscription-based revenue growth, Increased advertising spend, Expansion of regional languages content
KEY MARKET DYNAMICS	Increasing smartphone penetration, Rising internet accessibility, Diverse content preferences, Competition among platforms, Original content investments
COUNTRIES COVERED	India