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The Future of OTT in India

08 November 2019

By 2020, India is expected to be the largest video-viewing audience globally and by 2030, India will have one billion people on the internet, with almost all of them using smartphones.

How did this happen?

The rapid growth in video consumption can be attributed to two main reasons:

With these factors proving to be exceptionally conducive for the growth of Over-The-Top (OTT) platforms, PwC has forecast that the OTT market in India will grow at a CAGR of 21.82% to reach Rs 11,977 crore by 2023.

Current trends in digital video consumption:

  • Affordable Video Subscriptions

Till recently, the cost of OTT subscriptions was up to 2x-3x that of a TV connection. This year, the cost of subscriptions is the closest it has been to TV pricing -the gap has become almost negligible. Hence, there will be a significant rise in the number of OTT subscriptions, a trend that began in 2018.

  •  Vernacular Consumption

As the internet has penetrated the heartland of India, platforms now reach a broader set of Indian consumers in diverse regional markets and rural regions. Among local languages, Hindi ranked the highest accounting for 50-70% of the total consumption of multilingual platforms.

  • Original Content

In a span of six years, the number of scripted original series for online services has grown by over 950%. In 2018 alone, 1,200 hours of fresh original content was created for OTT platforms.

As such, there has been a strong focus by global streaming platforms in the last year to invest in local content and originals as they look to gain scale. This continues to provide an exciting opportunity for content creators, who are seeing both global and local streaming services invest in greater volumes of content with larger budgets.

Trends to look out for:

Taking a look at the statistics above, it is clear that video consumption is nowhere close to slowing down. However, content creation might no longer be confined to traditional OTT platforms. Other technologies and MarTech companies are jumping on the bandwagon to offer brands a unique opportunity for advertising.

As a market leader and trendsetter in the e-commerce industry, Flipkart announced ‘Flipkart Video’, a one-of-a-kind OTT platform adapted for the needs of its consumers and brands. With this new initiative, Flipkart challenges the convention that customers need to pay for great content.

The video streaming service will be ad-supported and available free for users on Flipkart’s app. The content available will be a mix of short films, full-length movies and episodic series, and the company is in discussions with content makers to expand the library.

“Apart from shopping, we also want users to spend time on the platform and engage. We will use the content as an engagement opportunity…we will continue being an e-commerce platform,” Flipkart CEO Kalyan Krishnamurthy said.

In conclusion, as non-traditional OTT platforms disrupt the industry, it will be the consumers and the advertisers who ultimately emerge victors.

For more e-commerce and MarTech trends, click here.



  1. A Billion Screens Of Opportunity | India’s Media and Entertainment Sector., EY 2019
  2. Harrison, John. “How a Billion Screens Can Turn India into an M&E Powerhouse.”, EY, 10 July 2019
  3. “India OTT Market Gathers Pace.” WARC, 6 Nov. 2018, https://www.warc.com/newsandopinion/news/india_ott_market_gathers_pace/41281.
  4. “India’s Digital Future | KPMG in India’s Media and Entertainment Report 2019.” KPMG, Aug. 2019.