Over-the-top media services in India Benefits and Challenges

Over-the-top media services have become increasingly popular in India, with millions of users subscribing to services like Netflix, Amazon Prime Video, and Hotstar.

These services offer a wide range of content, including TV shows, movies, and original content, which is not available on traditional TV platforms.

The Indian government has taken notice of the growth of OTT services and has introduced regulations to ensure that these services comply with local laws and regulations.

As a result, OTT services are now required to obtain a license from the government to operate in India, which has brought some level of accountability and transparency to the industry.

The Indian OTT industry has come a long way since its inception. The first dependent Indian OTT platform was BIGFlix, launched by Reliance Entertainment in 2008.

In 2010, Digivive launched India's first OTT mobile app called nexGTv, which provided access to both live TV and on-demand content. This marked a significant milestone in the growth of the Indian OTT market.

The livestream of the Indian Premier League (IPL) since 2015 played an important role in the growth of another OTT platform, Hotstar (now JioHotstar). This event helped establish Hotstar as a major player in the Indian OTT industry.

OTT Platforms gained significant momentum in India around 2013 with the launch of DittoTV (Zee) and Sony Liv. These platforms offered a range of content to Indian audiences, further expanding the reach of OTT services.

The entry of global OTT companies such as Netflix and Amazon Prime Video into the Indian market in 2016 marked a significant turning point for the industry. Local rivals were forced to innovate in both regional and hyper-regional content to stay competitive.

Sun NXT is an Indian video on demand service that was launched in June 2017 and streams in seven languages, including Tamil. It has a vast library of over 4,000 Tamil movies and 200 Tamil shows.

Amazon Prime Video was launched in 2016 and has a significant collection of 2,300 titles, including 2,000 movies and about 400 shows. It's available in six Indian languages.

The OTT platform Aha was launched in February 2020, exclusively broadcasting Telugu content. Its unique focus on one language has helped it stand out in the market.

Planet Marathi, launched in 2021, is the first OTT platform dedicated to Marathi content in India, offering a wide range of content including web-series, films, music, and reality shows.

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Sun NXT is an Indian video on demand service run by Sun TV Network, launched in June 2017, streaming in the Tamil language and six other languages. It has a vast library of over 4,000 Tamil movies and 200 Tamil shows, along with regional movies and shows.

Amazon Prime Video was launched in 2016, offering 2,300 titles, including 2,000 movies and about 400 shows. It has announced a significant investment of ₹20 billion in creating original content in India.

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Aha OTT platform was launched in February 2020, exclusively broadcasting Telugu content. This marked a significant milestone in the Indian OTT market, catering to the growing demand for regional content.

Planet Marathi became the first OTT platform dedicated to Marathi content in India in 2021, including web-series, films, music, theater, fiction and non-fiction reality shows. It is available on various devices, including Android and iOS mobile devices, Android TV, and Amazon Fire TV.

Rakuten Viki saw a significant jump in web traffic from India in 2020 due to the COVID-19 lockdown, leading to ad localization on the platform. This highlights the growing interest in international content, particularly Korean dramas.

The OTT market in fiscal year 2020 was estimated to be worth $1.7 billion, indicating a significant growth in the industry.

Here is a list of some other notable OTT providers in India:

The Indian government has introduced self-regulation rules for OTT platforms to stop obscene content and abusive language, but these rules have been criticized for being ineffective.

The Ministry of Information and Broadcasting (MIB) has taken action against several OTT platforms for violating the IT Act 67A, which prohibits the publishing and transmitting of obscene materials.

In 2023, the MIB banned over 18 OTT apps from the Google play store and suspended their social media accounts, citing the presence of obscene content.

The government has also introduced the 'Broadcasting Service Regulation Bill', which mandates that all OTT streaming platforms obtain certification from the Content Evaluation Committee (CEC) before broadcasting content.

Here are some key points about the regulation of OTT platforms in India:

The OTT landscape in India is diverse and ever-evolving. Many platforms have emerged in recent years, catering to various languages and content preferences.

Some popular OTT platforms in India include Aha, Amazon MX Player, and JioCinema, which offer a wide range of content in multiple languages. Aha, for instance, is available in Telugu and Tamil, while Amazon MX Player supports 12 languages.

Here's a list of some notable OTT platforms in India, grouped by language:

These platforms have made it possible for people to access a wide range of content, from movies and TV shows to music and documentaries. The convenience of OTT services has revolutionized the way we consume entertainment in India.

Over-the-top media services in India have revolutionized the way we consume entertainment. One of the biggest advantages of OTT platforms is that they are cost-effective, allowing users to pay a monthly or yearly subscription amount for access to a vast library of content.

With an internet connection, you can log in to these OTT platforms through various devices, making it easy to access your favorite shows and movies. This convenience has made OTT platforms extremely popular in India.

The creative freedom offered by OTT platforms has led to the emergence of unique and innovative content that might not have been possible through traditional means. This is because OTT platforms are not bound by censorship or regulatory laws, allowing creators to push the boundaries of storytelling.

Here are some key benefits of OTT platforms in India:

Cost-effectiveness is a major benefit of OTT platforms. With a monthly or yearly subscription, users can access a wide range of online content without breaking the bank.

You can access OTT platforms from anywhere, at any time, as long as you have a stable internet connection. This flexibility is a huge advantage over traditional cable networks.

OTT platforms offer a wide range of creative and unusual content that might not have been possible to produce otherwise. This includes content that was previously censored or restricted due to regulatory laws.

One of the biggest advantages of OTT platforms is that they provide a medium for new talent to get more opportunities. With more projects available, new artists can showcase their work and gain recognition.

Here are some of the key benefits of OTT platforms:

Subscription payments for OTT platforms can be made digitally using debit/credit cards, digital wallets, or UPI. This makes it easy to manage your subscription and avoid any hidden charges.

The lack of a censor board on OTT platforms means there's a risk that content may affect social or political harmony and hurt people's sentiments on certain issues.

This is a major concern for the government, as there's no regulatory board to hold responsible for the content that goes online.

Some people may find modern and fresh content on OTT platforms threatening to their culture and tradition.

The Ministry of Information and Broadcasting needs to focus on maintaining the quality of digital content and ensuring it doesn't hurt people's sentiments.

Here are some of the key drawbacks of OTT platforms:

Mobile penetration in India has been a game-changer for OTT platforms, making it one of the most popular streaming devices in the country.

The widespread broadband internet penetration has led to an unprecedented growth in the telecom industry, providing better connectivity over both fixed and wireless networks.

Majority of Indians use the 4g network, which offers high-speed data and a fairly high limit, allowing users to stream videos regardless of their location as long as they have the appropriate app installed on their device.

OTT platforms don't require any additional hardware, such as a set-top box or an antenna, making it a convenient option for users.

The availability of 5G networks will provide a further boost to OTT platforms, driven by continuous connectivity, mobile platforms, competitive pricing for end users, and personalization offerings.

The PwC report predicts a 22% growth in the OTT market over the next 3 years, with 5G rollout expected to push consumers to stream OTT material more often.

In India, telecom companies are partnering with OTT players to grow their subscriber base. This collaboration often involves providing free subscriptions and unlimited online streaming.

Airtel, for instance, partnered with ZEE5 in May 2020 to bring online entertainment media to its customers in India. They also collaborated with Disney+Hotstar to offer high-quality video entertainment.

Tata Sky, the market leader in DTH services in India, has rebranded as Tata Play and now offers OTT apps on their interface. This move has transformed the company from primarily being a DTH distributor to a content distribution company.

Users of Tata Play can now access both broadcast television channels and OTT content through a single user interface. This provides a more balanced viewing experience for consumers.

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The Indian audience has a strong preference for original and fresh content, which is why OTT platforms have been able to capture their attention. This is evident from the fact that most OTT players are focusing on producing original regional content to keep audiences engaged.

The pandemic has also accelerated the demand for regional entertainment, with OTT companies, production houses, and investors capitalizing on the rising demand for local language and regional content. Regional cinema, particularly low-budget films, has attracted a sizable following for its substance.

According to reports, Tier II, III, and IV cities and regional languages speaking audiences will drive the next stage of growth in the OTT landscape. OTT platforms have been able to tap into this demand by offering a repository of regional language movies, web series, and other content.

Here are some of the top regional languages that have attracted a considerable audience on OTT platforms:

These languages have been able to attract a significant following, with some OTT platforms reporting a huge increase in subscriptions and revenues. For example, HOICHOI, an OTT platform based out of Kolkata, reportedly gained 13 million subscriptions in September 2020, with the Bengali audience contributing to the unprecedented increase in revenues.

The podcasting landscape in India is witnessing a significant surge in popularity.

According to a report, the number of podcast listeners in India has increased by 30% in the past year.

The country's diverse language landscape is a major contributor to this growth, with over 22 languages being represented on popular podcast platforms.

The Indian podcast market is expected to reach $100 million by 2025, driven by the increasing demand for original content.

Platforms like Spotify and Apple Podcasts have made significant inroads in the Indian market, with Spotify alone reporting a 50% increase in podcast listeners in the past year.

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The way OTT platforms have disrupted the traditional entertainment industry is fascinating. They're now the go-to destination for original content that resonates with audiences.

One of the main reasons Indian audiences have switched to OTT platforms is because the content is so different and fresh compared to satellite TV channels. They offer a vast array of original content, from movies to web series to original shows.

The emphasis on regional language-based content is a strategic move, with most OTT players focusing on producing original regional content to keep audiences engaged. This is evident in the numerous regional language movies and web series available on platforms like Amazon Prime and Netflix.

The originality of the content is a major draw, and OTT platforms are catering to this demand by creating content specially tailored for the Indian market. Amazon Prime, for instance, has several original web series and stand-up specials aimed at the Indian audience.

Here's a breakdown of the benefits of OTT platforms' original content:

The result is a more diverse and engaging viewing experience for audiences, who are no longer limited to traditional content.

The demand for regional content has surged in India, driven by the country's diverse linguistic and cultural landscape.

During the pandemic, India witnessed a significant increase in demand for regional entertainment, with OTT companies, production houses, and investors capitalizing on this trend.

Regional OTT services have been steadily capturing the Indian market, meeting the demand for local language content.

Punjabi, Marathi, Bengali, and South Indian movies have attracted a considerable audience, with regional cinema, particularly low-budget films, drawing a sizable following for its substance.

HOICHOI, an OTT platform based out of Kolkata, reportedly gained 13 million subscriptions in September 2020, with the Bengali audience in India and Bangladesh contributing to the unprecedented increase in revenues.

Original premium content, particularly in regional languages, is a key growth driver and differentiator for OTT platforms, competing for consumers' attention.

Tier II, III, and IV cities and regional languages speaking audiences will drive the next stage of growth in the OTT landscape.