Who's the King of OTT? Not Netflix or Prime Video or Hotstar
As per the most recent research on the audience of Over-the-Top (OTT) content in india for the year 2024, 547.3 million individuals are now consuming online video material. This indicates that OTT platforms are used by 38.4% of the population. With platforms like YouTube experiencing a 21% increase in viewership, the advertising video-on-demand (AVOD) industry is mostly to blame for the 13.8% increase in viewership from 2023.
On the other hand, the subscription video-on-demand (SVOD) market saw a 2% decline. In other words, YouTube has become the dominant OTT platform. The experts in the field noted that since the pandemic, the growth rate of over-the-top (OTT) platforms has been consistent at about 13%. Nonetheless, the research for this year highlights that AVOD viewers—many of whom are new and mostly see material on YouTube and social media—are principally responsible for the surge. The stalemate in SVOD subscriptions reflects a trend where free material is attracting viewers, especially in smaller towns and rural regions.
Anyone who has viewed at least one paid or free online video in the previous month is taken into account by the report. The poll had 12,000 respondents from both urban and rural regions. The study also looked at how consumers watch material on different devices and according to their location, gender, and age. Similar to previous year, there are 99.6 million active paid OTT subscribers in India.
On the other hand, the average number of platforms used by each paying subscriber has decreased from 2.8 to 2.5, suggesting that consumers are becoming less inclined to sign up for several services. The study also shows that 97% of India's OTT audience likes to view content on their cellphones. An approximate of 69.7 million people are projected to be utilizing linked TVs.
Anyone who has viewed at least one paid or free online video in the previous month is taken into account by the report. The poll had 12,000 respondents from both urban and rural regions. The study also looked at how consumers watch material on different devices and according to their location, gender, and age. Similar to previous year, there are 99.6 million active paid OTT subscribers in India.
On the other hand, the average number of platforms used by each paying subscriber has decreased from 2.8 to 2.5, suggesting that consumers are becoming less inclined to sign up for several services. The study also shows that 97% of India's OTT audience likes to view content on their cellphones. An approximate of 69.7 million people are projected to be utilizing linked TVs.