FFALCON-印度OTT视频市场洞察报告（英文）-2018-41页-4mb

报告摘要

Summary of OTT Video Market Observations and Insights in India

Core Content

The document provides an in-depth analysis of the OTT video market in India, alongside economic and internet development trends. It highlights the global OTT video market's growth trajectory, the key players in the US and China, and the unique dynamics of the Indian market, including challenges and potential opportunities.

Global OTT Video Market Trend

The global OTT TV & Video market revenue reached $46.5 billion USD in 2017 and is projected to grow to $83.4 billion USD in 2022.
SVoD (Subscription Video on Demand) is expected to dominate the market, with $14.4 billion USD in 2017 and $41.2 billion USD in 2022, accounting for ~50% of the total market revenue.
AVoD (Advertising Video on Demand) is second, with $14.4 billion USD in 2017 and ~$29 billion USD in 2022, representing ~35% of the total market revenue by 2022.
The top five countries in terms of OTT TV & Video revenue are the US, China, Japan, UK, and Germany.
In 2021, the global OTT TV & Video market revenue is estimated at $64.78 billion USD.
The US remains the dominant market in the global OTT TV & Video sector, with $33.094 billion USD in 2021, followed by China with $12.222 billion USD.

Key OTT Video Players in US and China

vMVPD (Virtual Multi-Channel Programming Distributors), also known as Skinny Bundles, is a new category in the US OTT market. Examples include Sling TV, DirecTV, YouTube TV, and Hulu with Live TV.
Netflix started as a DVD rental service and now operates as a SVoD platform. Amazon Prime Video is also a SVoD service, while YouTube is an AVoD platform.
In China, iQiyi and Tencent Video are Hybrid (Ad+SVoD) platforms. Hotstar is a Hybrid (Ad+SVoD) platform in India and the US.
The US and China OTT markets are evolving from pure ad-supported models to hybrid models, which combine ad-supported content with paid subscriptions.

Economic and Internet Development in India

India's GDP grew from $808.90 billion USD in 2005 to $2,212.30 billion USD in 2016.
Per capita GNI in India in 2016 was $1,670, placing it in the Lower-Middle Income category by the World Bank.
The Services sector has become the largest contributor to India's GDP, growing from 15% in 1951 to ~62% in 2015.
Internet penetration in India reached ~27% by June 2016, with 355 million users.
4G adoption increased, with 3G and 4G accounting for ~75% of wireless internet users. Mobile data traffic usage rose significantly.
Broadband penetration in India increased to ~363 million subscribers in 2017, but internet speed remains low at ~2 Mbps, significantly below global benchmarks.

Digital Payments Trend in India

In 2015, 78% of payments in India were made in cash, while 13% were digital.
By 2025, cash payments are expected to decline to 41%, and digital payments will increase to 37%.
PPI (Prepaid Payment Instrument) licenses increased from 26 in 2009-2010 to 46 in 2016.
RBI approved 11 payment banks in 2015 to promote financial inclusion and low-value transactions.
Digital payment adoption is growing, but consumer concerns such as fraud, complexity, and lack of experience are still significant barriers.

OTT Video Market Trend in India

The OTT video market in India is expected to grow significantly, with revenue from Video OTT subscriptions and digital advertising projected to increase from INR 8,270 crores (1.27 billion USD) in 2016 to INR 19,730 crores (3.04 billion USD) in 2020.
Digital only consumers in India are expected to grow from ~1.5 million in 2016 to ~4 million by 2020.
Tactical digital consumers are expected to reach ~20 million households by 2020, while mass consumers will reach ~500 million.
The growth of the OTT market is driven by increasing internet access, affordable data rates, and evolving consumer behavior.

Key OTT Video Participants in India

Hotstar is a leading Hybrid (Ad+SVoD) platform in India, with 75 million subscribers.
Voot is an AVoD platform with 22 million subscribers, owned by Viacom 18.
Star India and 21st Century Fox are key stakeholders in Hotstar.
New local entrants are entering the market with a focus on hybrid models, leveraging local content and affordable pricing.

Company Profiles of New Local Entrants of OTT Video in India

These new entrants are focusing on hybrid models, which combine ad-supported content with paid subscriptions.
They are leveraging local content and affordable pricing strategies to attract users.
They are also using mobile-first approaches and low-cost data plans to expand their user base.

Insights of OTT Video Market in India

The Indian OTT market is growing rapidly due to increasing internet penetration, affordable data rates, and evolving consumer behavior.
Content diversity and localization are key factors in the success of OTT platforms in India.
Challenges include slow internet speeds, low ARPU, piracy, and payment barriers.
Mitigation strategies include cost-effective technologies, innovative pricing models, and integration with payment gateways.
Digital payments are expected to grow significantly, which will drive e-commerce and online consumption.
Reliance Jio has played a pivotal role in reducing data costs, thereby boosting internet usage and OTT consumption.

Conclusion

India's OTT video market is on a rapid growth trajectory, driven by economic development, internet expansion, and evolving consumer behavior. However, challenges such as slow internet speeds, low monetization, and payment barriers still exist. The adoption of digital payments is expected to increase significantly, which will support the growth of the OTT market and online consumption. The hybrid business model is becoming more prevalent, combining ad-supported content with paid subscriptions to attract a broader audience.