DUBLIN--(BUSINESS WIRE)--The "OTT (Over-the-top) Market in India 2022-2027" report has been added to ResearchAndMarkets.com's offering.

Original premium content is one of the biggest growth drivers and differentiators as OTT platforms compete for consumers' attention. Industry players are investing heavily to developing content and services, as well as to improve customer experiences. The video OTT market was valued at INR 249.09 Bn in FY 2022 and is expected to reach INR 581.21 Bn by FY 2027, expanding at a CAGR of ~16.58% during the FY 2023 - FY 2027 period.

The growth of the OTT industry, which makes up 7%-9% of the entertainment industry, is being driven by the low cost of data plans and the rise of short-form content. In FY 2021, OTT platforms invested an estimated INR 55.21 Bn, with Netflix, Amazon Prime Video, and Disney+ Hotstar leading the pack with a combined expenditure of INR 31.55 Bn.

Audio OTT market insights:

The flexibility of audio as a medium and its ability to provide aid in a screen-dominated lifestyle makes it an essential medium for consumers. Gaana, Spotify, JioSaavn, Apple Music, Amazon Prime Music, Wynk Music, Google Play, and Hungama Music are some of the major platforms in this market.

The audio OTT market in India was valued at INR 57.48 Bn in FY 2022 and is expected to reach INR 119.11 Bn by FY 2027, expanding at a CAGR of ~15.68% during the FY 2023 - FY 2027 period. According to a survey, about 75% of smartphone users listen to music on their phones, 86% of which use on-demand streaming.

Segment Insights:

In 2022, Hotstar (rebranded as Disney+ Hotstar) was the most-subscribed OTT platform, with around 58.4 million subscribers as compared to 44.9 million in 2021.

Its subscriber base increased by three times from 45.9 million in Q1 FY 2022 to around 50.1 million in Q2 FY 2022, driven by the coverage of the Indian Premier League (IPL) and favorable pricing of its annual plan. Audio streaming platforms such as Spotify, JioSaavn, Gaana, and Amazon Music have shown a 12% growth in the number of overall users in June 2022 in comparison to January 2021.

In Q4 of 2021, Spotify's revenue grew by 14.5% year-on-year to INR 92.4 Bn, while the Premium service revenue grew by 16% YoY to INR 106.5 Bn. The company's focus is on branding, AI-driven personalization of its app, releasing unique podcasts and playlists, and providing affordable plans. This allowed it to grow significantly within a year of it entering the market.

COVID-19 Impact Analysis:

The popularity and demand of smart TVs and other connected devices have increased significantly post-lockdown. Partnerships with the content aggregators will help the players to add new content based on audience preferences.

There are several foreign language web series and movies available with these aggregators, which when dubbed or subtitled, can be targeted to speakers of English, Hindi, or any other regional language in the country.

Key Topics Covered:

Chapter 1: Executive summary

Chapter 2: Socio-economic indicators

Chapter 3: Introduction

3.1. Market definition and structure

3.2. On-demand content ecosystem

3.3. Media and entertainment industry in India An overview

Chapter 4: Revenue Models

4.1. Revenue models of video OTT platforms

4.2. Revenue models of audio OTT platforms

Chapter 5: Video OTT Market - An Overview

5.1. Current market scenario

5.2. India video OTT market size and growth forecast (FY 2020 - FY 2027e)

Chapter 6: Video OTT Market - Segmentation

6.1. Major video OTT platforms based on customer satisfaction (FY 2022)

6.2. Market share of video OTT platforms based on subscriptions (FY 2022)

6.3. Revenue share of video OTT platforms - Based on revenue models

• Advertising video on demand (AVOD)
• Subscription video on demand (SVOD)

Chapter 7: Audio OTT Market - An Overview

7.1. India Audio OTT market size and growth forecast (FY 2020 - FY 2027e)

7.2 Current market scenario

Chapter 8: Audio OTT Market - Segmentation

8.1. Platform-wise market share (2022)

Chapter 9: COVID-19 Impact Assessment

9.1. Key highlights

9.2. Player-wise impact scenario

9.3. Effect of OTT consumption trend influencing technology and infrastructure upgradation

9.4. OTT consumption trends in post-covid-19 era

Chapter 10: Market Influencers

10.1. Key growth drivers of the market

10.2. Key deterrents to the growth of the market

Chapter 11: Website Statistics

11.1. Website rankings statistics

11.2. Website engagement statistics

11.3. Total website traffic on desktop and mobile devices

11.4. Main sources of traffic to website (on desktop)

11.5. Share of top countries in terms of website visits (on desktop)

Chapter 12: Competitive landscape

12.1. Amazon Prime Video

• Company information
• Business description
• Products/Services
• Key people
• Note: Similar information covered for all other companies on best-effort basis

12.2. ALT Digital Media Entertainment Limited (ALTBalaji)

12.3. Disney+ Hotstar

12.4. Eros Now

12.5. Gamma Gaana Ltd. (Gaana)

12.6. Hoichoi Technologies (Hoichoi)

12.7. MX Player

12.8. Netflix Entertainment Services India LLP (Netflix India)

12.9. SonyLIV

12.10. Saavn Media Pvt Ltd. (JioSaavn)

12.11. Voot

12.12. Zee5

Chapter 13: Recent developments

For more information about this report visit https://www.researchandmarkets.com/r/732ne0-over-the?w=4

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