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Over the Top (OTT) Video Market Update, India, 2016

Over the Top (OTT) Video Market Update, India, 2016

This research study provides an analysis of the over-the-top (OTT) video consumption in India. It gives an insight into the market scenario and growth prospects of key market participants, new entrants and the impact of telecom services in bringing about a drastic change in the way television is consumed in India. A competitive analysis of the stakeholders will provide a deeper understanding of the content strategies, mobile data packages, internet and smartphone penetration which is causing this rapid wave of online video consumption. This study includes the drivers and challenges that will influence the growth of OTT viewers (total and subscription-based), and revenue from digital video advertising as well as paid subscriptions from 2015 to 2020. The study also provides the conservative and optimistic forecasts for viewership and revenue.


1. Executive Summary
Executive Summary
Key Findings
Key Findings (continued)
Current and Future Outlook
Current and Future Outlook (continued)
2. The ‘Digital India’ Overview for Multiscreen Video
The ‘Digital India’ Overview for Multiscreen Video
Key Social Catalysts for Online Videos
Evolution of TV Viewing
Cord-Cutting will be the Next Disruption in the Industry
Internet Scenario in India
Internet Scenario in India (continued)
Global Overview of Internet Penetration Rates
Mobile Internet Revolution
Level of Wi-Fi Penetration in India, 2016
Digital India Campaign—Bharat Net
Rural India in the Digital Race
3. Consumption Patterns and Content Preferences
Consumption Patterns and Content Preferences
Video Viewership Analysis
Activities on Mobile
YouTube—Market Activities and Business Models
YouTube—Viral Videos
Top 10 Most Subscribed YouTube Channels
Burst in Viewership during Live Sports Events
Marketing Strategies
Content Mix
Content is King
Remonetizing Old Content
4. Over-the-Top (OTT) Video Ecosystem
Over-the-Top (OTT) Video Ecosystem
OTT Video Ecosystem
OTT Video Ecosystem (continued)
Ecosystem Key Stakeholders in India
OTT Platforms of Leading Network Companies
India OTT Competitive Landscape—OTT Provider Profiles
India OTT Competitive Landscape—OTT Provider Profiles (continued)
India OTT Competitive Landscape—OTT Provider Profiles (continued)
India OTT Competitive Landscape—OTT Provider Profiles (continued)
5. Drivers, Challenges and Restraints
Drivers, Challenges and Restraints
Market Drivers and Challenges
Market Drivers
Market Challenges
Market Restraints
6. Revenue Models and Forecast
Revenue Models and Forecast
Digital Advertising
Increased Ad Revenues on Digital Platforms
Advertising Strategies
Broadband Video Viewers Forecast, India
OTT Video Subscribers Forecast, India
OTT Video Revenue Forecast, India
Licensing Cost Dynamics
Business Models—OTT in India, 2016
What the Future Looks Like in 2020
The Future Trend
OTT for the Future, India
OTT for the Future, India (continued)
7. Conclusions
Conclusions
Key Conclusions
The Last Word—Three Big Predictions
Legal Disclaimer
8. The Frost & Sullivan Story
The Frost & Sullivan Story
The Frost & Sullivan Story
Value Proposition: Future of Your Company & Career
Global Perspective
Industry Convergence
360º Research Perspective
Implementation Excellence

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