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India Over the Top (OTT) Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2022-2027

Market Overview:

The India over the top (OTT) market is expected to exhibit a CAGR of 25.07% during 2022-2027. Keeping in mind the uncertainties of COVID-19, we are continuously tracking and evaluating the direct as well as the indirect influence of the pandemic. These insights are included in the report as a major market contributor.

Over-the-top (OTT) refers to a media streaming platform that delivers personalized television (TV), web series, and film content directly to users over the internet either free or on subscription basis. Unlike traditional broadcasting mediums, OTT content can be downloaded and viewed on users demand across various internet-connected devices, such as tablets, smartphones, consoles, and personal computers (PCs). Apart from this, it offers video, audio, Voice over Internet Protocol (VoIP) services, games, and communication, which can be accessed and watched easily at cost-effective rates. On account of these properties, it is extensively used for personal and commercial purposes. 

India Over the Top (OTT) Market Trends:

The increasing availability of internet connectivity, along with the rising demand for content within media and entertainment domain, especially during the consequent implementation of mandatory lockdowns due to the sudden outbreak of coronavirus disease (COVID-19) pandemic, are anticipated to drive the India OTT market growth. Additionally, the widespread adoption of OTT platforms across information technology (IT), telecom, government, and banking, financing, servicing, and insurance (BFSI) industries for advertising purposes is further propelling the market growth. In line with this, the introduction of subscription-video on demand (SVoD) and freemium viewing models by OTT platforms is acting as another growth-inducing factor. Additionally, significant technological advancements have enabled the easy streaming and viewing of content on internet-based communication applications and various other electronic gadgets, including smart TV, consoles, and mobiles, which is contributing to the market growth. Moreover, the emergence of various online OTT platforms with the list of subscription-based narrowed genre series, podcasts, videos, music films, and television programs are propelling the market growth. Apart from this, strategic collaborations of OTT operators with multi-channel video programming distributors (MVPDs) for providing viewers with live and linear feeds are creating a positive outlook for the market across India. 

Key Market Segmentation:

IMARC Group provides an analysis of the key trends in each sub-segment of the India over the top (OTT) market, along with forecasts at the country and regional level from 2022-2027. Our report has categorized the market based on component, platform type, deployment type, content type, revenue model, service type and vertical.

Breakup by Component:

  • Solution
  • Services
     

Breakup by Platform Type:

  • Smartphones
  • Smart TV's
  • Laptops Desktops and Tablets
  • Gaming Consoles
  • Set-Top Boxes
  • Others
     

Breakup by Deployment Type:

  • Cloud
  • On-Premise
     

Breakup by Content Type:

  • Voice Over IP
  • Text and Images
  • Video
  • Others
     

Breakup by Revenue Model:

  • Subscription
  • Procurement
  • Rental
  • Others
     

Breakup by Service Type:

  • Consulting
  • Installation and Maintenance
  • Training and Support
  • Managed Services
     

Breakup by Vertical:

  • Media & Entertainment
  • Education & Training
  • Health & Fitness
  • IT & Telecom
  • E-Commerce
  • BFSI
  • Government
  • Others
     

Breakup by Region:

  • North India
  • West and Central India
  • South India
  • East India
     

Competitive Landscape:

The competitive landscape of the industry has also been examined along with the profiles of the key players.

Report Coverage:

Report Features Details
Base Year of the Analysis 2021
    Historical Period 2016-2021
Forecast Period 2022-2027
Units US$ Billion
Segment Coverage Component, Platform Type, Deployment Type, Content Type, Revenue Model, Service Type, Vertical, Region
Region Covered North India, West and Central India, South India, East India
Customization Scope 10% Free Customization
Report Price and Purchase Option Single User License: US$ 2299
Five User License: US$ 3399
Corporate License: US$ 4499
Post-Sale Analyst Support 10-12 Weeks
Delivery Format PDF and Excel through Email (We can also provide the editable version of the report in PPT/Word format on special request)

 

Key Questions Answered in This Report:

  • How has the India over the top (OTT) market performed so far and how will it perform in the coming years?
  • What has been the impact of COVID-19 on the India over the top (OTT) market?
  • What are the key regional markets?
  • What is the breakup of the market based on the component?
  • What is the breakup of the market based on the platform type?
  • What is the breakup of the market based on the deployment type?
  • What is the breakup of the market based on the content type?
  • What is the breakup of the market based on the revenue model?
  • What is the breakup of the market based on the service type?
  • What is the breakup of the market based on the vertical?
  • What are the various stages in the value chain of the industry?
  • What are the key driving factors and challenges in the industry?
  • What is the structure of the India over the top (OTT) market and who are the key players?
  • What is the degree of competition in the industry?

1    Preface
2    Scope and Methodology 

    2.1    Objectives of the Study
    2.2    Stakeholders
    2.3    Data Sources
        2.3.1    Primary Sources
        2.3.2    Secondary Sources
    2.4    Market Estimation
        2.4.1    Bottom-Up Approach
        2.4.2    Top-Down Approach
    2.5    Forecasting Methodology
3    Executive Summary
4    Introduction

    4.1    Overview
    4.2    Key Industry Trends
5    India Over the Top (OTT) Market
    5.1    Market Overview
    5.2    Market Performance
    5.3    Impact of COVID-19
    5.4    Market Forecast
6    Market Breakup by Component
    6.1    Solution
        6.1.1 Market Trends
        6.1.2 Market Forecast
    6.2    Services
        6.2.1 Market Trends
        6.2.2 Market Forecast
7    Market Breakup by Platform Type
    7.1    Smartphones
        7.1.1 Market Trends
        7.1.2 Market Forecast
    7.2    Smart TV's
        7.2.1 Market Trends
        7.2.2 Market Forecast
    7.3    Laptops Desktops and Tablets
        7.3.1 Market Trends
        7.3.2 Market Forecast
    7.4    Gaming Consoles
        7.4.1 Market Trends
        7.4.2 Market Forecast
    7.5    Set-Top Boxes
        7.5.1 Market Trends
        7.5.2 Market Forecast
    7.6    Others
        7.6.1 Market Trends
        7.6.2 Market Forecast
8    Market Breakup by Deployment Type
    8.1    Cloud
        8.1.1 Market Trends
        8.1.2 Market Forecast
    8.2    On–Premise 
        8.2.1 Market Trends
        8.2.2 Market Forecast
9    Market Breakup by Content Type
    9.1    Voice Over IP
        9.1.1 Market Trends
        9.1.2 Market Forecast
    9.2    Text and Images
        9.2.1 Market Trends
        9.2.2 Market Forecast
    9.3    Video
        9.3.1 Market Trends
        9.3.2 Market Forecast
    9.4    Others
        9.4.1 Market Trends
        9.4.2 Market Forecast
10   Market Breakup by Revenue Model
    10.1    Subscription
        10.1.1 Market Trends
        10.1.2 Market Forecast
    10.2    Procurement
        10.2.1 Market Trends
        10.2.2 Market Forecast
    10.3    Rental
        10.3.1 Market Trends
        10.3.2 Market Forecast
    10.4    Others
        10.4.1 Market Trends
        10.4.2 Market Forecast
11   Market Breakup by Service Type
    11.1    Consulting
        11.1.1 Market Trends
        11.1.2 Market Forecast
    11.2    Installation and Maintenance
        11.2.1 Market Trends
        11.2.2 Market Forecast
    11.3    Training and Support
        11.3.1 Market Trends
        11.3.2 Market Forecast
    11.4    Managed Services
        11.4.1 Market Trends
        11.4.2 Market Forecast
12   Market Breakup by Vertical
    12.1    Media & Entertainment
        12.1.1 Market Trends
        12.1.2 Market Forecast
    12.2    Education & Training
        12.2.1 Market Trends
        12.2.2 Market Forecast
    12.3    Health & Fitness
        12.3.1 Market Trends
        12.3.2 Market Forecast
    12.4    IT & Telecom
        12.4.1 Market Trends
        12.4.2 Market Forecast
    12.5    E-Commerce
        12.5.1 Market Trends
        12.5.2 Market Forecast
    12.6    BFSI
        12.6.1 Market Trends
        12.6.2 Market Forecast
    12.7    Government
        12.7.1 Market Trends
        12.7.2 Market Forecast
    12.8    Others
        12.8.1 Market Trends
        12.8.2 Market Forecast
13    Market Breakup by Region
    13.1    North India
        13.1.1 Market Trends
        13.1.2 Market Breakup by State
        13.1.3 Market Forecast
    13.2    West and Central India
        13.2.1 Market Trends
        13.2.2 Market Breakup by State
        13.2.3 Market Forecast
    13.3    South India
        13.3.1 Market Trends
        13.3.2 Market Breakup by State
        13.3.3 Market Forecast
    13.4    East India
        13.4.1 Market Trends
        13.4.2 Market Breakup by State
        13.4.3 Market Forecast 
14    SWOT Analysis
    14.1    Overview
    14.2    Strengths
    14.3    Weaknesses
    14.4    Opportunities
    14.5    Threats
15    Value Chain Analysis
16    Porters Five Forces Analysis

    16.1    Overview
    16.2    Bargaining Power of Buyers
    16.3    Bargaining Power of Suppliers
    16.4    Degree of Competition
    16.5    Threat of New Entrants
    16.6    Threat of Substitutes
17    Price Analysis
18    Policy and Regulatory Landscape
19    Competitive Landscape

    19.1    Market Structure
    19.2    Key Players
    19.3    Profiles of Key Players

List of Figures

Figure 1: India: Over the Top Market: Major Drivers and Challenges
Figure 2: India: Over the Top Market: Sales Value (in Billion US$), 2016-2021 
Figure 3: India: Over the Top Market Forecast: Sales Value (in Billion US$), 2022-2027
Figure 4: India: Over the Top Market: Breakup by Component (in %), 2021
Figure 5: India: Over the Top Market: Breakup by Platform Type (in %), 2021
Figure 6: India: Over the Top Market: Breakup by Deployment Type (in %), 2021
Figure 7: India: Over the Top Market: Breakup by Content Type (in %), 2021
Figure 8: India: Over the Top Market: Breakup by Revenue Model (in %), 2021
Figure 9: India: Over the Top Market: Breakup by Service Type (in %), 2021
Figure 10: India: Over the Top Market: Breakup by Vertical (in %), 2021
Figure 11: India: Over the Top Market: Breakup by Region (in %), 2021
Figure 12: India: Over the Top (Solution) Market: Sales Value (in Million US$), 2016 & 2021
Figure 13: India: Over the Top (Solution) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 14: India: Over the Top (Services) Market: Sales Value (in Million US$), 2016 & 2021
Figure 15: India: Over the Top (Services) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 16: India: Over the Top (Smartphones) Market: Sales Value (in Million US$), 2016 & 2021
Figure 17: India: Over the Top (Smartphones) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 18: India: Over the Top (Smart TV's) Market: Sales Value (in Million US$), 2016 & 2021
Figure 19: India: Over the Top (Smart TV's) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 20: India: Over the Top (Laptops Desktops and Tablets) Market: Sales Value (in Million US$), 2016 & 2021
Figure 21: India: Over the Top (Laptops Desktops and Tablets) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 22: India: Over the Top (Gaming Consoles) Market: Sales Value (in Million US$), 2016 & 2021
Figure 23: India: Over the Top (Gaming Consoles) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 24: India: Over the Top (Set-Top Boxes) Market: Sales Value (in Million US$), 2016 & 2021
Figure 25: India: Over the Top (Set-Top Boxes) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 26: India: Over the Top (Other Platform Types) Market: Sales Value (in Million US$), 2016 & 2021
Figure 27: India: Over the Top (Other Platform Types) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 28: India: Over the Top (Cloud) Market: Sales Value (in Million US$), 2016 & 2021
Figure 29: India: Over the Top (Cloud) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 30: India: Over the Top (On-Premise) Market: Sales Value (in Million US$), 2016 & 2021
Figure 31: India: Over the Top (On-Premise) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 32: India: Over the Top (Voice Over IP) Market: Sales Value (in Million US$), 2016 & 2021
Figure 33: India: Over the Top (Voice Over IP) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 34: India: Over the Top (Text and Images) Market: Sales Value (in Million US$), 2016 & 2021
Figure 35: India: Over the Top (Text and Images) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 36: India: Over the Top (Video) Market: Sales Value (in Million US$), 2016 & 2021
Figure 37: India: Over the Top (Video) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 38: India: Over the Top (Other Content Types) Market: Sales Value (in Million US$), 2016 & 2021
Figure 39: India: Over the Top (Other Content Types) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 40: India: Over the Top (Subscription) Market: Sales Value (in Million US$), 2016 & 2021
Figure 41: India: Over the Top (Subscription) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 42: India: Over the Top (Procurement) Market: Sales Value (in Million US$), 2016 & 2021
Figure 43: India: Over the Top (Procurement) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 44: India: Over the Top (Rental) Market: Sales Value (in Million US$), 2016 & 2021
Figure 45: India: Over the Top (Rental) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 46: India: Over the Top (Other Revenue Models) Market: Sales Value (in Million US$), 2016 & 2021
Figure 47: India: Over the Top (Other Revenue Models) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 48: India: Over the Top (Consulting) Market: Sales Value (in Million US$), 2016 & 2021
Figure 49: India: Over the Top (Consulting) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 50: India: Over the Top (Installation and Maintenance) Market: Sales Value (in Million US$), 2016 & 2021
Figure 51: India: Over the Top (Installation and Maintenance) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 52: India: Over the Top (Training and Support) Market: Sales Value (in Million US$), 2016 & 2021
Figure 53: India: Over the Top (Training and Support) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 54: India: Over the Top (Managed Services) Market: Sales Value (in Million US$), 2016 & 2021
Figure 55: India: Over the Top (Managed Services) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 56: India: Over the Top (Media & Entertainment) Market: Sales Value (in Million US$), 2016 & 2021
Figure 57: India: Over the Top (Media & Entertainment) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 58: India: Over the Top (Education & Training) Market: Sales Value (in Million US$), 2016 & 2021
Figure 59: India: Over the Top (Education & Training) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 60: India: Over the Top (Health & Fitness) Market: Sales Value (in Million US$), 2016 & 2021
Figure 61: India: Over the Top (Health & Fitness) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 62: India: Over the Top (IT & Telecom) Market: Sales Value (in Million US$), 2016 & 2021
Figure 63: India: Over the Top (IT & Telecom) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 64: India: Over the Top (E-Commerce) Market: Sales Value (in Million US$), 2016 & 2021
Figure 65: India: Over the Top (E-Commerce) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 66: India: Over the Top (BFSI) Market: Sales Value (in Million US$), 2016 & 2021
Figure 67: India: Over the Top (BFSI) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 68: India: Over the Top (Government) Market: Sales Value (in Million US$), 2016 & 2021
Figure 69: India: Over the Top (Government) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 70: India: Over the Top (Other Verticals) Market: Sales Value (in Million US$), 2016 & 2021
Figure 71: India: Over the Top (Other Verticals) Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 72: North India: Over the Top Market: Sales Value (in Million US$), 2016 & 2021
Figure 73: North India: Over the Top Market: Breakup by State (in %), 2021
Figure 74: North India: Over the Top Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 75: West and Central India: Over the Top Market: Sales Value (in Million US$), 2016 & 2021
Figure 76: West and Central India: Over the Top Market: Breakup by State (in %), 2021
Figure 77: West and Central India: Over the Top Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 78: South India: Over the Top Market: Sales Value (in Million US$), 2016 & 2021
Figure 79: South India: Over the Top Market: Breakup by State (in %), 2021
Figure 80: South India: Over the Top Market Forecast: Sales Value (in Million US$), 2022-2027 
Figure 81: East India: Over the Top Market: Sales Value (in Million US$), 2016 & 2021
Figure 82: East India: Over the Top Market: Breakup by State (in %), 2021
Figure 83: East India: Over the Top Market Forecast: Sales Value (in Million US$), 2022-2027
Figure 84: India: Over the Top Industry: SWOT Analysis
Figure 85: India: Over the Top Industry: Value Chain Analysis
Figure 86: India: Over the Top Industry: Porter’s Five Forces Analysis

List of Tables

Table 1: India: Over the Top Market: Key Industry Highlights, 2021 and 2027
Table 2: India: Over the Top Market Forecast: Breakup by Component (in Million US$), 2022-2027
Table 3: India: Over the Top Market Forecast: Breakup by Platform Type (in Million US$), 2022-2027
Table 4: India: Over the Top Market Forecast: Breakup by Deployment Type (in Million US$), 2022-2027
Table 5: India: Over the Top Market Forecast: Breakup by Content Type (in Million US$), 2022-2027
Table 6: India: Over the Top Market Forecast: Breakup by Revenue Model (in Million US$), 2022-2027
Table 7: India: Over the Top Market Forecast: Breakup by Service Type (in Million US$), 2022-2027
Table 8: India: Over the Top Market Forecast: Breakup by Vertical (in Million US$), 2022-2027
Table 9: India: Over the Top Market Forecast: Breakup by Region (in Million US$), 2022-2027
Table 10: India: Over the Top Market: Competitive Structure
Table 11: India: Over the Top Market: Key Players


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