The Leader in India’s Over-the-Top Segment Isn’t Netflix



Hotstar has the lion’s share in India’s OTT space

India has become an important battleground for Internet companies due to its massive population, increasing middle class, cheaper smartphones, increasing Internet access, and a tech-savvy young population. The SVOD (subscription video-on-demand) market is still in the nascent stages in the country but is likely to boom in coming years due to the aforementioned factors.

According to the latest report by Jana, Hotstar, which is owned by Fox (FOX), had a market share of 69.4% in the Indian OTT market in the first quarter of 2018. Hotstar was followed by SonyLiv, which had a market share of 13.0% in the previous quarter. Hotstar has managed to attract a lot of viewers given its exclusive rights to popular shows from Fox, Disney (DIS), HBO, and Showtime. Hotstar also offers live streaming of many cricket and soccer events in addition to other sports.

Netflix seems to have a lot of scope in India

Meanwhile, Viacom’s (VIAB) Voot app had a 10.7% share, followed by Amazon (AMZN) Prime Video, and Netflix (NFLX), which had 5.0% and 1.4% market shares, respectively. Jana’s report used app installation to calculate these numbers.

These numbers prove that both Netflix and Amazon have a lot of scope to grow in the country. While Netflix has improved its presence in India, these numbers suggest that an aggressive push in the content-hungry country would help the streaming giant keep growing its international subscribers, which have seen fantastic growth over the last few quarters.

More From Market Realist