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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.
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.
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:
Breakup by Platform Type:
Breakup by Deployment Type:
Breakup by Content Type:
Breakup by Revenue Model:
Breakup by Service Type:
Breakup by Vertical:
Breakup by Region:
The competitive landscape of the industry has also been examined along with the profiles of the key players.
|Base Year of the Analysis||2021|
|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|
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We expect the India over the top (OTT) market to exhibit a CAGR of 25.07% during 2022-2027.
The expanding media and entertainment sector, along with the widespread adoption of OTT services and high-quality streaming content, is primarily driving the India over the top (OTT) market.
The sudden outbreak of the COVID-19 pandemic has led to the increasing popularity of over-the-top (OTT) platforms for numerous entertainment purposes, such as streaming music, live broadcasting, watching movies and series, etc., during the lockdown scenario across the nation.
Based on the component, the India over the top (OTT) market can be segmented into solution and services. Currently, solution holds the majority of the total market share.
Based on the platform type, the India over the top (OTT) market has been divided into smartphones, Smart TV’s, laptops desktops and tablets, gaming consoles, set-top boxes, and others. Among these, smartphones exhibit a clear dominance in the market.
Based on the deployment type, the India over the top (OTT) market can be segregated into cloud and on-premise, where on-premise currently holds the largest market share.
Based on the content type, the India over the top (OTT) market has been categorized into voice over IP, text and images, video, and others. Currently, text and images account for the majority of the total market share.
Based on the revenue model, the India over the top (OTT) market can be bifurcated into subscription, procurement, rental, and others. Among these, subscription currently exhibits a clear dominance in the market.
Based on the service type, the India over the top (OTT) market has been segmented into consulting, installation and maintenance, training and support, and managed services. Currently, managed services hold the majority of the total market share.
Based on the vertical, the India over the top (OTT) market can be divided into media & entertainment, education & training, health & fitness, IT & telecom, e-commerce, BFSI, government, and others. Among these, the media & entertainment sector exhibits a clear dominance in the market.
On a regional level, the market has been classified into North India, West and Central India, South India and East India, where South India currently dominates the India over the top (OTT) market.
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