LONDON, Feb. 13, 2018 /PRNewswire/ -- Competition
Intensifies on the Back of Content Strategies to Tap into
$3 Billion Market Potential
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The OTT video market in India
is gradually becoming a mainstream entertainment destination in the
midst of growing Internet users. With the rapid commoditization of
data and the ongoing price wars, online video streaming is a more
feasible option today than ever before.
This has led to the influx of many global, local, and independent
platforms in the past year that are hoping to capitalize on this
vast growth opportunity in the market. As operators optimize their
operations with advertising revenues, they are evolving content
strategies and marketing effectively to reach the masses. The focus
has shifted from the urban youth to mass market, regional audiences
across multilingual backgrounds.
There is a disconnect between the total addressable market of
Internet users and the served market, as a majority of the
population has access to erratic and slow broadband speeds. The
focus on Hindi and English programs has gradually shifted toward
regional content, thus catering to a larger audience.
Monetization of platforms remains one of the biggest challenges for
operators, as they depend on advertising for their revenue. The
inclusion of regional content has paved the way for mass-market
adoption as opposed to the initial niche offering. Live sports and
other marquee titles going online has reiterated the growth
opportunity for OTT video, attracting global Internet companies to
invest and enter this lucrative market.
Research Scope
This study provides a detailed analysis of the OTT video services
market in India, including the
market opportunity and growth prospects in terms of advertising as
well as paid services in viewership and revenue from 2017 to 2022.
It illustrates the ecosystem and provides insights of key market
participants and company profiles of new entrants, and analyzes the
impact of the ongoing price war in telecom services in bringing
about a drastic change in the way video is consumed in India.
It also provides an overview of consumption patterns in terms of
duration spent, content preferences, languages, live sport
coverage, and availability of exclusive programming. The rising
trend of curating original content and other content strategies is
captured in the study.
Key Issues Addressed
• What is the state of the OTT Video Market in India? What are the key technology trends in
the market?
• Which are the leading OTT platforms and what is their market
share?
• What is the ARPU across platforms? How much will this grow in the
next 5 years?
• What is forecast for the subscriber base and revenue for the
industry?
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