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India has 481 million OTT users and 102 million active paid subscriptions

Indian OTT audience universe is at 481.1 million (or 48.11 crore) people which translated into a penetration of 34%. The report defines an OTT audience who watched at least one online video (free or paid) in the last month.

“The latest edition of our annual report reveals that after the upsurge in the Indian OTT market during the pandemic years of 2020 and 2021, the growth has settled down at more moderate levels. The Indian OTT audience base grew 20% from 2021 to 2022, but has grown only 13.5% over the last one year, highlighting that the category is now past the peak growth phase it witnessed in the two preceding years,” Keerat Grewal, head of business development (Streaming, TV and Brands), Ormax Media, said.

The report also reveals that there are 101.8 million active paid (B2C) OTT subscriptions in India, across 36.4 million SVoD (B2C) audiences, an average of 2.8 subscriptions per paying audience member. B2C subscriptions in the report refer to subscribers who have taken a membership directly with the OTT platform, in contrast with B2B subscriptions, which are via telecom packs offered by various operators. Mumbai, Delhi and Bengaluru are the top three cities on paid subscriptions, with more than six million active paid subscriptions each.

“The extensive data in this report can help OTT platforms and associated agencies take more informed strategic decisions in areas like pay vs free strategy, TG and market selection, content and communication strategy, and revenue planning, among others. Ormax Media continues to stay committed to the idea of helping the Indian media and entertainment industry use data and analytics towards building more profitable and consumer-centric businesses,” Grewal added. Financial Express

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