The Week‘s Take on the OTT Market: A Glimpse into the Future?
The Indian OTT Landscape: What’s in Store?
The Indian streaming services market is riding high on the wave of popularity, with a significant jump in paid subscriptions expected in 2025. According to OTT market analysts- The Week, a report by S&P Global Market Intelligence, the OTT market in India is poised to see over 16 crore paid subscribers by the end of 2025. So, what’s driving this growth, and what can we expect from the Indian OTT market in the future?
The Rise of Subscription Video-on-Demand (SVOD)
One of the primary drivers of this growth is the rising popularity of low-cost subscription plans, particularly among lower-income consumers. OTT platforms are now focusing on this segment, catering to their needs with affordable plans that offer value for money. This shift from free streaming to SVOD, where consumers pay for content, is expected to be the new norm in India.
The Impact of the ICC Champions Trophy and IPL on the OTT Market
The upcoming ICC Champions Trophy and the Indian Premier League (IPL) are set to have a significant impact on the OTT market. The knockout stage of the ICC Champions Trophy is scheduled to begin in Dubai and Lahore, with the final to be played on March 9. The return of the ICC Champions Trophy and the IPL, which is just a month away, is expected to accelerate subscription growth on JioHotstar, potentially leading to a new high in the first two quarters.
What’s in Store for JioHotstar?
The launch of JioHotstar is expected to bring significant changes to the OTT market, with platforms looking to maximise profitability. The merged service could further expand its paid subscriber base, estimated to account for over 30 per cent of the total subscription video-on-demand subscriptions in India by the end of 2024. This could mean that major sports events like the IPL might follow the ICC Champions Trophy, going behind a paywall and ditching the free streaming model.
The Takeaway
The Indian OTT market is poised for significant growth, driven by the rising popularity of low-cost subscription plans and the impact of major sporting events like the ICC Champions Trophy and IPL. As OTT platforms adapt to these changes, we can expect to see a shift towards subscription-based video-on-demand, with consumers willing to pay for quality content. With this in mind, it’s essential for OTT platforms to focus on providing value to their subscribers, ensuring a loyal customer base and continued growth in the Indian market.
Key Takeaways
- The Indian OTT market is expected to see a significant jump in paid subscriptions in 2025, driven by low-cost subscription plans and major sporting events.
- The return of the ICC Champions Trophy and the IPL could accelerate subscription growth on JioHotstar, potentially leading to a new high in the first two quarters.
- JioHotstar’s launch is expected to bring significant changes to the OTT market, with platforms looking to maximise profitability.
- The shift towards subscription-based video-on-demand is expected to continue, with consumers willing to pay for quality content.
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