Leisure consumption developments in India have swung like a pendulum previously 5 years. Whereas the Covid-induced lockdowns put a dampener on India’s flourishing film theatre companies, it proved to be a blessing for over-the-top (OTT) streaming platforms.
Whereas many of those platforms have been already operational within the nation for some years by then, what exacerbated the inflow of customers to those streaming platforms have been robust tailwinds comparable to inexpensive high-speed web, a pointy uptick within the variety of web customers and elevated adoption of digital funds.
Since then, these gamers have barely appeared again. The OTT streaming market in India reached an all-time excessive in 2023, with about 707 Mn web customers having been actively engaged in OTT audio and video providers, as per ‘Web in India Report 2023’.
Realising that there was an enormous pent-up demand for such providers, world giants comparable to Netflix, Amazon and Disney+ Hotstar aggressively poached customers with expansive content material libraries, discounted pricing (in some circumstances 70-90% decrease than their US plans), and bundled plans in partnerships with telecom operators.
Alternatively, homegrown platforms like Zee5, TVF Play and Stage tapped into the rising demand for vernacular content material that catered to India throughout the board.
Afterward, the entry of JioCinema disrupted the ecosystem to such an extent that Disney+ Hotstar needed to set in movement its $8.5 Bn merger with the Reliance-backed streaming platform.
And this dogfight within the Indian streaming market shouldn’t be with out motive. As per studies, the Indian subscription video on demand (SVOD) market in India is projected to develop at a compounded annual progress price (CAGR) of 11.1% to turn out to be a $2.77 Bn alternative by 2027.
Obtrusive at this enormous market, we considered curating a listing of the highest OTT gamers shaping the Indian streaming panorama. So, with out additional ado, right here is the complete listing:
Be aware: This isn’t a rating of any type, and the businesses are listed in alphabetical order.
Aha!
Based by movie producer and distributor Allu Arvind in 2020, Aha streams content material in two regional languages – Telugu and Tamil. The platform is owned by Arha Media and Broadcasting Non-public Restricted, which is a three way partnership between Geetha Arts and My Residence Group.
The platform claims that it has a paid subscriber base of two.5 Mn. Its app has over 1 Cr downloads on the Google Play Retailer. The platform’s subscription plans range from INR 99 for 3 months to INR 899 a yr.
In 2023, Aha’s promoter Allu Aravind and CEO Ajit Thakur stated that the platform would obtain an funding of over INR 1,000 Cr within the subsequent three years. Aha shall be deploying the contemporary capital in direction of consolidation of its present languages and growth into new languages and genres.
Addatimes
Addatimes, an OTT platform that primarily streams Bengali content material, was launched in 2016 by Rajiv Mehra. The platform expanded to Bangladesh in 2020 and was later acquired by Surinder Movies, a manufacturing home specializing in Bengali content material, in 2023.
The platform produces authentic collection in addition to full characteristic movies including to its 6000 hours of content material, which is on the market in over 170 international locations.
Though standard with its Bengali viewers, the platform additionally affords content material in Hindi and Odia. The present subscription plans are 799 and 1199 per yr for one and two screens respectively.
ALTBalaji
ALTBalaji, a subscription-based video-on-demand platform launched in 2017 by Ekta Kapoor’s Balaji Telefilms, primarily caters to the Hindi-speaking viewers in India. With an annual subscription payment of INR 693, it competes with each home rivals like MX Participant, SonyLiv, Disney+ Hotstar, Zee5, and worldwide giants like Amazon Prime Video and Netflix.
Regardless of dealing with stiff competitors, ALTBalaji’s father or mother firm, ALT Digital, has proven indicators of enchancment. Within the first 9 months of FY24, the platform’s EBITDA loss narrowed by 69% to INR 17.2 Cr in comparison with INR 56.1 Cr in the identical interval of the earlier fiscal yr.
Amazon Prime Video
Amazon entered the Indian ecommerce market in 2013 however later diversified its enterprise and launched Prime Video, its video-on-demand and OTT platform, in India in 2016.
Prime Video has over 230 Mn subscribers worldwide, with 59.8 Mn customers in India. To the Indian viewers, the platform affords films, TV reveals and authentic collection in a number of Indian languages.
Akshay Sahi heads Amazon Prime, supply and returns experiences for India and rising markets. Earlier this yr, Prime Video and Amazon Studios Senior VP, Mike Hopkins, stated that for the final a number of years India has given Prime the very best variety of subscribers and signups outdoors the US.
Extra not too long ago, Abhinav Agarwal, director and head of Amazon India Prime, advised Inc42 that the corporate will launch two new cheaper annual membership plans — Prime Lite and Prime Purchasing Version.
Apple TV+
Tech main Apple launched its OTT service Apple TV+ in 2019 in India. Apple TV+ affords three subscription choices which embrace a three-month free subscription on the acquisition of an Apple machine, a INR 99 per thirty days plan after a 7-day free trial or a free 1-month trial with Apple One, bundling Apple TV+ with three different providers at a low month-to-month price.
Since its launch, Apple TV+ has bagged many awards and generated hits however hasn’t launched any authentic content material within the Indian market. To compensate for this, the corporate has been partnering with different entities to piggybank its platform within the nation.
In 2023, Apple TV+ partnered with Tata Play Binge to make its content material accessible throughout cellular gadgets, good TVs, desktops, laptops and tablets, the net, linked to Binge+ set-top field, Tata Play.
Earlier in August, Apple partnered with Airtel to deliver unique affords of Apple TV+ and Apple Music to its clients. The partnership will see Airtel Xstream clients achieve entry to Apple TV+ content material as a part of Airtel’s premium Wi-Fi and postpaid plans. The Apple Music and Apple TV+ affords shall be obtainable solely to Airtel clients in India quickly.
Arre
Launched in October 2015 by former Community 18 and TV 18 executives B Sai Kumar, Ajay Chacko, and Sanjay Ray Chaudhari, Arre creates authentic content material for its personal platforms and for different video streaming providers, together with Netflix.
Arre Studio, a devoted wing inside the firm, creates giant format reveals and mini-series for main OTT platforms in India. It affords content material throughout video, audio, textual content, codecs and throughout varied genres, together with fiction, factual leisure, documentaries, social experiments, and extra.
The Mumbai-based startup earns income by way of a mixture of branded content material, promoting and syndication to different platforms.
Chaupal
Chaupal is a multi-regional OTT platform launched in 2021, providing content material in Punjabi, Haryanvi, and Bhojpuri languages. It was based by Sumit Srivastawa, who can also be the CEO of the platform.
The platform produces authentic movies and internet collection, and acquires theatre-released movies. Chaupal is accessible in 244 international locations on smartphones, PCs, and good TVs.
Identical to different OTT platforms, it additionally operates on a subscription mannequin. The platform focuses on high-quality manufacturing and collaborates with recognized actors. By focusing on regional content material, Chaupal has established itself within the aggressive Indian OTT market.
Disney+ Hotstar
Launched in 2015, Disney+ Hotstar is an internet video streaming platform owned by Novi Digital Leisure Non-public Restricted, a completely owned subsidiary of Star India Non-public Restricted.
The platform homes 1 Lakh hours of content material and flicks in 9 languages.
Its Cell (Advert-Supported) plan prices INR 149 for 3 months or INR 499 per yr and permits entry on one machine. The Tremendous (Advert-Supported) plan, at INR 299 for 3 months or INR 899 per yr, helps two gadgets. The Premium (Advert-Free) plan, priced at INR 299 per thirty days, INR 499 for 3 months, or INR 1499 per yr, permits entry on 4 gadgets.
Mum or dad Walt Disney is ready to merge its India unit with Reliance as a part of a three way partnership (JV). Pegged at over $8.5 Bn, the deal will create India’s greatest media conglomerate spanning properties of Star India in addition to Viacom18.
The OTT platform shed 5 Lakh subscribers within the June quarter of 2024 (Q3). As per father or mother Walt Disney’s monetary statements for the quarter, the OTT platform noticed its paid person base decline practically 1.4% to three.5 Cr in Q3 from 3.6 Cr within the earlier quarter.
Hoichoi
Hoichoi, a subscription-based OTT platform focussing on Bengali content material, was launched in 2017 by SVF Leisure. It was co-founded by Shrikant Mohta, Mahendra Soni, and Vishnu Mohta.
The platform hosts over 600 Bengali films, 150+ authentic internet collection, quick movies, and documentaries. Standard authentic collection embrace Eken Babu, Byomkesh, and Mandaar.
Hoichoi has roughly 13 Mn subscribers in over 100 international locations. It aimed for a 50-75% income enhance in FY23, with about 40% of its direct income coming from worldwide markets.
In 2023, Vishnu Mohta stated that the Bengali OTT platform had seen a 40% year-on-year enhance in direct subscriptions and a 60% rise in particular person watch-time per subscriber.
The corporate has partnerships with Vodafone and good TV manufacturers comparable to Samsung, Amazon Fireplace Stick and Roku. Shifting ahead, it plans to increase its content material library and discover different regional languages like Tamil, Telugu, and Malayalam.
JioCinema
Reliance Industries Restricted (RIL) forayed into the OTT enviornment in 2016 along with Viacom18. It operates on a freemium mannequin, providing a free tier with adverts and a premium tier at INR 999 yearly.
To seize public curiosity, the platform has been introducing a slew of mass IPs that garnered it a subscriber base of over 421 Mn as of September 2023. Standard content material hosted by JioCinema consists of Indian Premier League (IPL), Bigg Boss, Splitsvilla, and a number of international content material from HBO, Paramount Plus, and American streaming service supplier Peacock, amongst others.
As of now, the platform is all set to merge with Disney+ Hotstar to turn out to be the main OTT platform in India when it comes to content material library.
In March this yr, JioCinema joined fingers with short-video social media platforms Sharechat and Moj to showcase its sports activities content material, together with the Indian Premier League (IPL), the Girls’s Premier League (WPL), the Indian Tremendous League (ISL), and the 2024 Olympics.
Netflix
One of many greatest names within the OTT enviornment globally, Netflix entered the Indian market in 2016. On the again of a strong content material catalogue within the nation, India emerged because the second greatest market for the streaming big when it comes to paid subscriber additions for the quarter ended June 2024. Indian reveals and flicks clocked greater than 1 Bn views on streaming platform Netflix between July and December 2023.
Fuelling the surging numbers has been the rising subscriber base of the OTT streaming platform globally. As well as, Netflix’s numerous content material library, spanning a number of international locations, has additionally been a horny proposition to woo new customers, amid mounting competitors.
Netflix has been strategically chopping subscription costs, cracking down on password sharing, and increasing its library in India over the previous few years. Consequently, the corporate’s India arm was in a position to register a 75% year-on-year (YoY) enhance in revenue to INR 35 Cr in its final disclosed monetary outcomes for the monetary yr 2022-23 (FY23).
Planet Marathi
Based in 2020 by Akshay Bardapurkar, Planet Marathi bids to fill within the hole of top of the range Marathi language content material within the bustling Indian OTT ecosystem. Since launch, the OTT platform affords Marathi content material, from authentic internet collection, to quick movies, discuss reveals, occasions, music movies. It claims over 24 Mn video performs since launch.
Planet Marathi is on the market on Android and iOS platforms globally. It has over 1 Mn downloads on Google’s App Retailer.
The startup has diversified into model and superstar administration by way of Planet Expertise. It has additionally launched initiatives like Planet Bharat and Planet Goem to increase into completely different languages and areas.
Saina Play
Saina Play, launched in January 2019, is an Indian OTT streaming platform specialising in Malayalam content material. Based by P.M. Bava and his son Aashiq Bava, the platform developed from Saina Audio & Video, a video distribution enterprise established in 1985 in Chennai.
It affords a various library of films, internet collection, and music, obtainable in resolutions as much as 1080p. The service is accessible throughout a number of platforms, together with Google Play Retailer, App Retailer, Android TV, and Fireplace TV. Since its launch, the platform has gained substantial traction, surpassing 2 Mn app downloads.
With a deal with making regional content material extra accessible, Saina Play supplies each free and premium content material. Subscription plans have been initially priced at INR 119 per thirty days or INR 999 per yr. The platform goals to help regional content material creators whereas catering to a worldwide viewers inquisitive about Malayalam leisure.
SonyLIV
SonyLIV was launched in 2013 by Sony Photos Networks India. It rapidly grew to become standard for its reside sports activities and authentic content material in a number of Indian languages.
As of 2023, SonyLIV loved a worldwide person base of 33.3 Mn paid subscribers, which has grown considerably from 700K in 2020.
SonyLIV’s library incorporates 40,000 hours of TV content material, 25+ satellite tv for pc channels and 700+ films. It affords unique sports activities content material, together with cricket tournaments and US Open. The platform creates authentic collection in Hindi, Tamil, Telugu and different languages.
Content material is on the market in 11 Indian languages. SonyLIV helps 4K streaming for some titles and permits multi-device entry.
The platform is increasing into worldwide markets just like the US and the UK. It focusses on B2B bundling to extend subscriptions in India and different areas.
SunNxt
SunTV Community launched OTT platform SunNXT in June 2017, rapidly gaining traction within the Indian OTT market. The platform acquired 1.1 Mn customers inside 4 days and reached 7 Mn customers by November 2017. The platform streams content material in six Indian languages.
Its library of 4,000 films and 30 reside TV channels appeals to viewers of a number of languages. The platform’s deal with regional content material units it aside within the aggressive OTT panorama.
With 3.73 Mn month-to-month energetic customers and eight.4 Lakh+ every day energetic customers, the platform garners robust engagement. Kalanithi Maran leads Solar TV Community with a 75% stake.
Stage
Launched in 2019, Stage focuses on regional content material. It was based by Vinay Singhal, Shashank Vaishnav, and Parveen Singhal.
In 2021, Stage raised $2.5 Mn in a Collection A spherical led by Blume Ventures, valuing the corporate at $10 Mn. The platform affords internet collection, comedy reveals, poetry, and user-generated content material in regional languages.
Working on a subscription mannequin, Stage additionally monetises by way of adverts and model partnerships. The platform’s key options embrace regional content material focus and user-generated content material functionality.
The founders’ background in content material creation guides the platform’s technique. By focusing on regional audiences, Stage has carved a distinct segment within the Indian OTT market.
Ullu Digital
Based by Vibhu Agarwal and Megha Agarwal in 2018, Ullu Digital is a Mumbai-based OTT platform that’s engaged within the distribution, promotion, exhibition, advertising and supply of varied content material on its digital platform and app.
Its membership plans are priced at INR 693, INR 396, INR 225, and INR 99. The platform filed its draft purple herring prospectus (DRHP) in February this yr. By way of the IPO, Ullu Digital plans to elevate INR 135-INR 150 Cr, which, if permitted, would turn out to be the most important SME IPO so far.
Ullu posted an working income of INR 93.1 Cr in FY23, which doubled from INR 46.8 Cr within the earlier fiscal yr. Its income additionally jumped to INR 15.1 Cr from INR 3.9 Cr in FY22.
TVF Play
The Viral Fever (TVF) launched TVFPlay in 2015. TVF, based by Arunabh Kumar in 2012, creates content material for millennials. The platform streams reveals like ‘Everlasting Roommates’ and ‘TVF Pitchers’ free of charge in India, whereas worldwide viewers pay subscription charges.
TVF Media Labs Non-public Restricted reported working income below INR 1 crore for the monetary yr ending March 31, 2023.
EBITDA decreased by 20% and web value by 14.90%. In FY22, TVF turned worthwhile with INR 5.73 Cr revenue after tax, up from a INR 14.73 Cr loss in FY21.
Whole revenue for FY22 was INR 79.22 Cr, a 117% enhance from FY21.
On Might 22, 2019, TVF raised $4.97 Mn from Tiger International in a Collection D spherical, valuing the corporate at $82 Mn. Whole funding now stands at $26.9 Mn throughout seven rounds. TVFPlay had 1.5 Mn month-to-month energetic customers in Q3 2023.
The platform’s library consists of ‘Kota Manufacturing facility’, ‘Gullak’, and ‘Aspirants’. For 2024, TVF introduced 16 new reveals, together with new seasons of its standard reveals.
Arunabh Kumar serves as founder, with Vijay Koshy as president. TVF partnered with ZEE5 in 2021 to increase its attain. In April 2022, the corporate launched a movement image division.
TVF’s progress from a YouTube channel to a content material studio with a number of funding rounds reveals one other evolution of Indian digital leisure.
Zee5
ZEE5 was launched in 2018 by Zee Leisure Enterprises Restricted (ZEEL), a part of the Essel Group. The platform is led by Punit Goenka, the CEO of ZEEL, together with chief enterprise officer Manish Kalra.
In August 2024, the OTT platform claimed that it reaches over 600 Mn customers globally each week. Moreover, it stated that it additionally noticed content material consumption soar threefold by way of partnerships with main TV manufacturers since 2022.
The platform produces 500 hours of content material weekly and has a library of over 2.7 Lakh hours, which incorporates films, TV collection and authentic internet content material. It additionally options 90+ reside TV channels.
The platform’s key options embrace multi-device entry, content material in 20 languages, and HiPi, a short-video sharing platform. ZEE5 utilises cloud-native know-how and helps 4K streaming for choose titles.
It is a working listing, and we might love so as to add extra OTT platforms disrupting the way forward for streaming. To appoint write us at [email protected].
