Battle for Indian VoD Market intensifies

This has happened with the arrival of international players

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The era of video on demand (VoD) is rapidly gripping the Indian entertainment industry by virtue of the increase in both international and domestic over-the-top (OTT) players, says leading data and analytics company GlobalData.

The digital media frenzy and the popularity of these players is a testimony that digital video content is going to follow global trends and change the face of video-viewing in India. Some factors such as 4G connectivity, broadband efficiency and digitization make India a preferred destination for global OTT players to look for growth opportunities and thrive in the sub-continent.  

A recent GlobalData forecast found that in Asia-Pacific, South Korea and Hong Kong lead the Pay-TV household penetration rates with 159 percent and 104 percent, respectively. In comparison, India has a low penetration rate of 67 percent, but is expected to improve as it has a vast untapped market that is still waiting to be captured.

Haseeb Ahmed, Technology analyst at GlobalData
, says: “Clearly, early entrants in the VoD space can gain an edge over their competitors in India. International players like Netflix, Amazon Prime and YuppTV are making early in-roads with different strategies to capture the Indian market, while domestic players such as Hotstar and Sony Liv are following suit.  

“For instance, Netflix is contemplating tie-ups with Indian cable operators to integrate Netflix with cable set-top boxes to offer a smart TV-like experience to consumers without smart TVs. Furthermore, the recent introduction of high-on-features, low-on-cost televisions into India, primarily from Xiaomi, may prove a disruptive force in this market.” 

Indeed, the competition is becoming even fiercer with a variety of players such as Vu, Xiaomi, Airtel TV and ACT Fibernet vying for a larger pie of the Indian VoD market.  

Tags assigned to this article:
Indian VoD market Vu xiaomi Airtel TV ACT Fibernet


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