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

  • ID: 3905357
  • Report
  • September 2016
  • Region: India
  • 67 Pages
  • Frost & Sullivan
OTT to Energize the Indian TV Market; Intensify Competition, and Create Strategic Partnerships and Subscription Models


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.
Note: Product cover images may vary from those shown


1 Executive Summary
  • Key Findings
  • Current and Future Outlook
2 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
  • 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
  • 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
  • OTT Video Ecosystem
  • Ecosystem Key Stakeholders in India
  • OTT Platforms of Leading Network Companies
  • India OTT Competitive Landscape-OTT Provider Profiles
5 Drivers, Challenges and Restraints
  • Market Drivers and Challenges
  • Market Drivers
  • Market Challenges
  • Market Restraints
6 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
7 Conclusions
  • Key Conclusions
  • The Last Word-Three Big Predictions
  • Legal Disclaimer
8 The Publisher's Story
  • Value Proposition: Future of Your Company & Career
  • Global Perspective
  • Industry Convergence
  • 360º Research Perspective
  • Implementation Excellence
Note: Product cover images may vary from those shown
Note: Product cover images may vary from those shown