The Indian online video sector registered a massive surge, clocking 6.1 trillion minutes of consumption during a 15-month period commencing from January 2022, a report said.
As per the report by Media Partners Asia (MPA), the premium VOD (video-on-demand) category had a 12 percent share as compared to 10 percent in 2021 with YouTube remaining dominant with 88 percent share.
This compares well with other emerging markets such as Indonesia, Thailand and Philippines where the norm for premium VOD share is below 10 percent, but trails more developed markets such as Australia where such viewership is estimated at 35 percent.
Disney+ Hotstar led premium VOD category viewership with a 38 percent share over the measured 2022-Q1 2023 period, driven by sports as well as the depth of its Hindi and regional entertainment, the report said.
According to Mihir Shah, MPA India vice president, the next 6-12 months will remain critical for the OTT sector as platforms strive to balance monetization and profitability against content investment.
The platform’s SVOD – or solely paid tiers – layer should ideally consolidate and anchor its offering to remaining sports rights, led by ICC Men’s cricket, popular Marvel content, and Disney family content, he said, the Economic Times reported.
The report showed that Prime Video and Netflix had an aggregate 10 percent share of Premium VOD category minutes.
Prime Video also garnered almost a third of its viewership from regional Indian titles. The report said more than 60 percent of Prime Video’s viewership was anchored to local content.
In contrast, Netflix’s local content’s contribution to viewership was at 24 percent. Netflix’s Indian originals have not been able to sustain their buzz for a long period, though various seasons of Netflix’s major US titles have achieved sustained viewership.
The report also said content viewership on paid tiers was led by international content, which contributed 51 percent of total paid tier premium VOD consumption in 2022-23.
US content remains the primary driver with a 36 percent share, while Korean content is growing and reached a 6 percent share during the measured period.
Local content contributed 49 percent overall to the paid tier with Indian originals contributing 26 percent, the report said.
Follow us on
