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India Smart TV and OTT Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

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  • 120 Pages
  • January 2022
  • Region: India
  • Mordor Intelligence
  • ID: 5120061

The Indian smart TV and OTT market is expected to register a CAGR of 5% during the forecast period (2021 - 2026). As high-speed internet has become easily affordable, viewers/audiences that prefer good quality content are preferring smart TVs over other television systems. Also, the increasing admiration for OTT streaming in audiovisual content is impacting the overall smart TV market in a positive manner in India.

Key Highlights

  • The shifting consumer preferences toward online content as a result of the increasing proliferation of high-speed internet in most parts of India is providing an impetus to the market growth. Substantial investment flows by video streaming media companies, like Netflix, Amazon Prime, and Hotstar, led to an increase in the number of Pay-Tv subscribers.
  • Furthermore, a rise in disposable income levels and growing internet penetration in the country also contributes to an increase in sales of smart TVs and hence fuelling the market growth. Moreover, according to IBEF, the market size of the OTT video streaming market of India is forecasted to reach USD 5 billion by 2023, and India is projected to become one of the top 10 global OTT markets to reach the USD 823 million by 2022.
  • Households in India are at a cusp of transition, and a shift in preference has been witnessed from conventional TV sets to smart TV sets. Changing the lifestyle of the middle-income population is attributed to rising income levels, increasing awareness, adoption of new technology, and increasing internet penetration. Additionally, government initiatives primarily in tier-II and tier-III cities are some of the key factors which are likely to bolster the growth of the Indian smart TV market during the forecast period.
  • On the other hand, the growing demand for online streaming has opened opportunities for service providers to venture into the Over the Top (OTT) space and distribute content via the internet. (OTT) content players, such as Netflix, Amazon, Hotstar, Sony Liv, and several other streaming services, are increasing there spending on marketing and local content available to expand customer base by luring them away from DTH and TV Cable services. Many of these platforms are also partnering with broadband providers to get the existing data users onboard by offering free bundled subscriptions. These continued efforts, coupled with changing consumer behavior, are driving the increased demand for the market.
  • The ongoing COVID-19 outbreak has adversely affected the display industry, with manufacturing operations temporarily suspended across major manufacturing hubs, leading to a substantial slowdown in the production. Major manufacturers, including Samsung, LG Display, and Xiaomi, have suspended their manufacturing operations in China, India, South Korea, and European countries.
  • In addition to having an impact on the production, the ongoing pandemic has taken a toll on the consumer demand for display integrated devices, likely exacerbated by the lockdown imposed across major countries. Uncertainty regarding the possible length of lockdown makes it difficult to anticipate how and when a resurgence in the display industry will occur in India.

Key Market Trends

Increasing Adoption Of Smart Devices Across Iot Ecosystem to Drive the Market Growth

  • According to the Internet and Television Association's estimates, by 2020, the number of IoT connected devices is expected to reach 50.1 billion from 34.8 billion in 2018. The growth can majorly be attributed to the integration of connectivity competence in a large number of devices and applications, along with the development of various networking protocols that have appreciably advanced the growth of the consumer IoT market across various end-user industries.​
  • Increasing internet penetration can also be termed as a contributing factor to the widespread expansion of IoT enabled consumer electronics, such as smart TV in India. Bain and Company’s ‘Unlocking Digital for Bharat: USD 50 billion Opportunity’ report read, “India has the second-highest active Internet users, with about 390 million residents who use the web at least once a month.
  • Additionally, the increasing significance of smart TV in the IoT ecosystem owing to features like ambient intelligence, automatic user assistance, along with the rising disposable income of the people in India, is further boosting the market growth.

Internet Protocol Television (IPTV) to Boost the Market Growth

  • Video on demand (VOD) is one of the dynamic features offered by Internet Protocol TV. VoD provides users with a menu of available videos from which to choose. The video data is transmitted via Real-Time Streaming Protocol. VOD has gained a huge amount of popularity in the recent past. This has resulted in the increased adoption rates of Smart TVs. Moreover, with increasing smartphone penetration and lower data tariffs, VoD services through OTT platforms are showing promising growth in India.
  • OTT and IPTV are gaining traction driven by increasing broadband penetration and changing content consumption behaviors in the region. The effect can be significantly observed in Asian countries, like India, which represented an 8.2% GDP growth rate in FY 2018. Rapid urbanization in the region, which stands at 33% in India and the increase in spending power is playing a significant role in the adoption of IPTV in the households.
  • Moreover, Indian government initiatives towards digital transformation such as digitization of cable TV and Direct-to-Home (DTH) services are also favoring the adoption of IPTV in the country. The IPTV scenario in India is witnessing change owing to the advent of the network services provider, with the company providing free IPTV live subscriptions to its customers. With other companies to follow suit, the demand for mobile-based IPTV services is expected to increase in the region.
  • For instance, Reliance Jio had worked on three different services simultaneously that include Internet Protocol television (IPTV) service, Direct to Home (DTH) set-top-box, and JioHomeTV. These services are expected to change the IPTV scenario in India and are likely to fuel up the market growth in India.

Competitive Landscape

The Indian smart TV and OTT market consists of several players. This industry is being viewed as a lucrative investment opportunity due to the huge consumer interest gained recently. The companies are investing in future technologies to gain substantial expertise, which would enable them to achieve sustainable competitive advantage. Some of the key developments in the market are:

  • In May 2020 - Xiaomi forayed into India’s smart set-top-box or streaming market with the launch of the Mi Box 4K. The Mi Box 4K has been designed to turn any regular feature TV into a smart TV.
  • In January 2020 - TCL Corporation launched a smart range of AI-powered televisions and air conditioners in the Indian market. The company has introduced next-generation 'AI x IoT' concept with its C8 AI Android TV Series, TCL Home APP, and a wide range of Smart Air Conditioners.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

This product will be delivered within 2 business days.

Table of Contents

1.1 Study Deliverables
1.2 Study Assumptions
4.1 Market Overview
4.2 Market Drivers
4.2.1 Large Volume of Indian Households and Relative Less Levels of Penetration Represents one of the most Lucrative Markets Globally?
4.2.2 Growth Enablers, such as Higher Spending Power, Internet Penetration, and Growth in Smartphone Sales ?
4.2.3 Declining Unit Prices Coupled with Entry of Several Regional Players to Drive Bargaining Leverage of Buyers ?
4.3 Market Restraints
4.3.1 Manufacturers Faced with Taxation Challenges and Relatively Higher Replacement Rate
4.4 Porter's Five Forces Analysis
4.4.1 Threat of New Entrants
4.4.2 Bargaining Power of Buyers/Consumers
4.4.3 Bargaining Power of Suppliers
4.4.4 Threat of Substitute Products
4.4.5 Intensity of Competitive Rivalry
4.5 Television Industry in India - A historical perspective ?
4.6 Impact of COVID-19 on the near and medium-term spending patterns and supply chain challenges
4.7 PESTEL Analysis?
4.8 Industry Ecosystem Analysis ?
4.9 Market Entry and Pricing Analysis of the major vendors in India ?
4.10 Distribution Channel Analysis - Offline vs Online ?
5 GLOBAL SMART TV MARKET SNAPSHOT (Unit Shipment Forecasts, Growth Strategies Adopted By Key Vendors, Market Outlook, and Major Cues For The Indian Market)6 INDIA SMART TV MARKET (2016-2025) ?(Overview, Forecasts, Unit shipments, Market Outlook, and Key influencers)
7.1 OS Type (Tizen, WebOS, Android TV, etc)
7.2 Price Range
8 INDIA SMART TV STICK MARKET?(Overview, Current Market Players, Addressable Market, Key Growth Strategies adopted by the vendors, Market Outlook)
9.1 Historical Context and Current Market Scenario (2012-2020)?
9.2 Market Categorization - Broadcaster (Hotstar and ZEE), Independent (Alt Balaji and Viu), International Players (Netflix and Amazon Prime), and Telco (Jio, Airtel, and Vodafone Play)?
9.3 Subscriber Base of Key OTT Players (in million)?
9.4 Key strategies adopted by OTT players -Localization of content, Affordable Pricing, Strategic Collaborations, Personalization and use of digital transformation for view engagement
9.5 Key Enablers of OTT Growth-Strong global cues and interest in on-demand content - key collaborations and customer acquisition strategies adopted by key vendors)
9.6 A comparative Study of OTT and DTH user base in India
9.7 Key Customer Acquisition Strategies of Major vendors ?
9.7.1 Bundling of services and collaboration with telcos?
9.7.2 Premiumization and emphasis on content-driven programmes?
9.7.3 Affordable subscription plans targeted at young populace?
9.7.4 Other key strategic themes identified from the current OTT vendors?
9.8 Local players expected to catch ground aided by strong demand for regional content
11.1 Company Profiles (Overview, Product Portfolio, Growth Strategies, Recent Developments, Market Positioning, and Roadmap)
11.1.1 Xiaomi Corporation
11.1.2 Samsung ?
11.1.3 LG Corporation
11.1.4 Sony Corporation
11.1.5 TCL Technology
11.1.6 Vu Technologies
11.1.7 Honor?
11.1.8 OnePlus?

Companies Mentioned

A selection of companies mentioned in this report includes:

  • Xiaomi Corporation
  • Samsung ​
  • LG Corporation
  • Sony Corporation
  • TCL Technology
  • Vu Technologies
  • Honor​
  • OnePlus​