Notes

Ott Platforms - Witnessing A Rise In The Number Of Subscribers
While OTT platforms such as Disney + and AT & T focus on delivering OTT content and offer exclusive services to their customers, key national players such as Zee Alt Balaji, Reliance and Bigflix are making efforts to move from traditional media to OTT services. Premium Original content is one of the largest growth drivers and differentiations in the OTT industry and a number of OTT platforms compete for consumer attention. The growing OTT market is a boon for consumers looking for content opportunities from existing and new providers.

While Amazon Prime Video and Netflix, the two giants of the OTT market in India, are refusing to reveal what kind of surge they are experiencing, the fact that several films are lined up with large tickets for OTT release instead of feature films is evidence of the increase in their subscriber base. Content OTT services that produce their own content, such as Netflix and Amazon, as well as production houses for their services, such as Warner Media's HBO Max, continue to market content in streaming theaters. As demand for new OTT content grows, a number of OTT service providers are offering their content for free and are bringing new content to their platforms.

After offline entertainment was discontinued due to the pandemic, OTT platforms saw growth of 35 percent in February 2021 to 31 million users from 23 million in April 2020. With people stuck at home, these platforms have begun to release new original content to meet growing demand.

Subscription users increased by 8 percent and subscription revenues soared from 4.9 million to 6.8 million in the period. The total number of paying users was no less than 31 million. Subscriptions increased by 8% over the same period and each user has an estimated 14 subscriptions to his name. With a growth of 60-70% in May, the number of monthly subscribers rose to 20.

According to a recent CII / BCG report, the number of OTT subscriptions paid in 2020 was 55-60% (100-125 million) compared to 49 million subscribers in 2018. Amazon Prime Video had 58.3 million subscribers (down from 43.4 million in 2019) while Netflix added more than a million paying users and reached 30.8 million subscribers in December 2020.

According to CXO, the viewership is expected to grow on OTT platforms at the top of the market during the forecast period as the broadcasters run out of content. The continuing exodus of viewers to OTT to watch fresh content is also expected to boost market growth. On the other hand, the AVOD platforms have not been able to monetize viewer growth due to the blocking and squeezed advertising market.

The COVID-19 pandemic, which led to lockouts and left people at home, has led to an increase in subscribers on OTT platforms. During the Covid-19 lockdown, the OTT industry experienced a significant increase in user numbers and consumption. The Covids pandemic has led people to limit themselves to sources of digital entertainment, which has led to the rise of subscribers to the OTT platform.

According to the All India Brand Equity Foundation, the number of paying subscribers in the OTT sector in India increased from 22 million to 29 million between March and July 2020 by 30%. With improved networks, strong Internet connectivity, multimedia services and a powerful mobile presence, India's subscribers to leading OTT platforms are growing by the day. In addition to the proliferation of mobile devices, government measures to regulate content and video streaming platforms have allowed for an exponential increase in the use of OTT services.

However, most of the world's leading OTT providers such as Netflix and Amazon are based in the US, giving the US OTT market an advantage. High penetration of smart devices such as smart TVs and smartphones, growing demand for VOD content and high user payment rates are the main factors driving the market. Rising percentage of viewing time spent on OTT video content, rising revenue and streaming growth are transforming the country's entertainment landscape.

Due to the nationwide closures due to the ongoing Coronavirus pandemic (COVID-19), OTT platforms across the country are seeing a significant increase in content consumption and subscriber numbers to satisfy viewers "burgeoning appetite for entertainment. According to a survey by INBOX, a mobile marketing platform, 46% of viewers watch online content, while a consumer survey showed that OTT consumption shifted from 10pm to 7pm during prime time.

In India, there are over 40 providers of over-the-top media services (OTT), which transmit streaming media over the Internet. Hotstar is India's most subscribed OTT platform owned by Star India and has over 300 million active users and over 350 million downloads as of July 2020. Founded by Eros International, the Eros OTT platform has the most content of any OTT provider in India including over 12,000 movies, over 100,000 music albums and tracks, and over 100 television shows.

With the outbreak of COVID-19 and the resulting nationwide shutdown in March 2020, India experienced considerable growth in the use of OTTs as an emerging threat to the television industry [2]. "OTT's growth has been driven by a mixture of the emergence of new platforms in the country, the aggressive marketing of these platforms and the arrival of big star content and good originals giving audiences a wide choice.
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