An over-the-top (OTT) media service is a streaming media service offered directly to viewers via the Internet. OTT bypasses cable, broadcast, and satellite television platforms, the companies that traditionally act as a controller or distributor of such content. The term is most synonymous with subscription-based video-on-demand (SVoD) services that offer access to film and television content (including existing series acquired from other producers, as well as original content produced specifically for the service).
Over-the-top services are typically accessed via websites on personal computers, as well as via apps on mobile devices (such as smartphones and tablets), digital media players (including video game consoles), or televisions with integrated Smart TV platforms.
India currently has 95 OTT platforms across video, music, podcast and audio streaming category
The average time spent by Indian users on OTT platforms has increased by 30-60% since early March
Gone are the days when we had to wait for blockbuster movies to be released on the big screens or had to wait for an entire week to catch up on the latest episode of favourite television shows. Over the top (OTT) streaming such as Disney+ Hotstar, ZEE5, Netflix, Amazon Prime Video, along with local players such as BIGFlix, Alt Balaji, Voot, Spuul, Eros Now, SonyLIV, Sun NXT, Hoichoi, Ullu, MXPlayer among others have redefined the way Indian audience consume content.
Each OTT player in the Indian market is finding its own niche and struggling with its own challenges. International players like Netflix, Amazon Prime, MUBI, SonyLIV, Apple TV+ and others are trying to balance pricing with their content library, whereas the likes of MX Player, Airtel Xstream, YuppTV, JioTV, ZEE5, Voot, Disney+ Hotstar, JioCinema,
Sun NXT, ShemarooMe, Hungama, Hoichoi and others are fighting it out over regional language content and Indian originals.
With high bandwidth internet, low mobile data tariffs and access to the best smartphones and upcoming technologies, the urge to consume content on the go is growing faster than most content creators can keep up with. This has opened an ever-rising opportunity for over-the-top (OTT) streaming players in India for both B2B and B2C segments.
Between March and November 2019, around 30 Mn internet users came online for the first time from rural areas. This is in addition to around 71 Mn users (out of a total of 504 Mn internet users) in the age bracket of five to 11 years using internet services on devices owned by family members.
This is a whole new segment for OTT players to target as well. the available untapped market is too big for a few players to capture, which explains the high density of startups and companies in the OTT space. The addressable base for these platforms is still largely untapped and even new users are trying new platforms to test the waters through
discounted plans and free trials.