India OTT Video Market

Solve. New

Bangalore. Delhi. Mumbai. Dubai. Singapore. New York

India OTT Video Market

Jan 2021

? 2020 RedSeer Consulting confidential and proprietary information

Sports streaming period saw the highest OTT Video consumption in 2020

Monthly Consumption, OTT Video Bn Mins

~13% growth

228

231

218

200

205

193

195

201

208

204

181

175

162

Jan'20 Feb'20 Mar'20

Apr'20 May'20 Jun'20

Jul'20

Aug'20 Sept'20 Oct'20 Nov'20 Dec'20 Jan`21

Pre-COVID

- Declining new releases - Free Trial closed by

Netflix

Lockdown

Post Lockdown

- New movie and series

- Less OTT engagement as

released

users started moving out

- Users watching their

- TV soaps started again

favorite content on repeat

Note: Analysis excluding YouTube Source : RedSeer IP, RedSeer Analysis

? RedSeer

Growing with sports & new releases

- Sports and IPL from Sept to Nov - New movies released didn't perform well - Free StreamFest by Netflix - Number of Original increasing and more releases in

the pipeline for JFM`21

2

Higher releases leading to strong growth for Originals & movies consumption on OTT

Genre wise engagement, OTT Video Industry Jan`20 v/s Jan`21

Others TV Series Originals Movies TV Soaps

~180 Bn

12% 18%

14%

18%

38%

Jan`20 Note: Analysis excluding YouTube

Source : RedSeer IP, RedSeer Analysis

-1 % -4% 50% 20%

~205 Bn

11% 15%

19%

19%

7% 36%

Jan`21

? RedSeer

Key Takeaways

Originals

? Increased Investments: Both International & homegrown platforms have been heavily investing in creating & promoting more quality Originals

? Rise of regional OTT Platforms: Smaller OTT platforms have only focused on creating relevant Original content & have gained massive traction over the last year

Movies

? Mainstream movie releases: Higher number of mainstream releases of popular Bollywood & South Indian movies on Hotstar & Prime

? Dubbing of content: Increased dubbing of International movies into vernacular languages led to increased movies consumption

3

SVOD platforms have the highest NPS in OTT Video

Player NPS, OTT Video Players OND'20

N = 78

N = 56

59%

53%

N = 56

48%

N = 49

45%

N = 54

43%

N = 42

42%

N = 47

40%

Netflix

Prime Video

Source: Customer Surveys, RedSeer Analysis

Hotstar

Voot

? RedSeer

SonyLIv

Zee5

MX Player

4

Thank You

query@

redseerconsulting redseer company/redseer-consulting

Bangalore. Delhi. Mumbai. Dubai. Singapore. New York

Solve. New



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