India Streaming Video Market at a Turning Point, Says Analysis Firm
17.05.2023 - 09:07
/ variety.com
Patrick Frater Asia Bureau Chief The premium end of the streaming video sector in India is poised for shake-up, with Reliance Industries’ JioCinema challenging the SVOD dominance of Disney+ Hotstar, new research suggests. “The India Online Video Report: Analysis of Consumption, Content & Investment Trends,” from Singapore-based Media Partners Asia, shows total consumption across the online video sector reached 6.1 trillion minutes for the 15-month period from Jan 2022 to Mar 2023. Within that period, the SVOD, AVOD and freemium platforms accounted for some 12% of viewing time, up from 10% in 2021. Social services such as YouTube and TikTok accounted for 88% of viewing time.
That positions India behind Australia, the most developed market in Asia where premium services enjoyed 35% of viewing time, but close to Japan and Korea (15% of viewing time) and ahead of emerging markets in Indonesia, Thailand and Philippines, where the norm for premium VOD share is below 10%.
Disney+ Hotstar dominated premium VOD over the 15-month period to end of March 2023, with 38% of the sector viewing time. “Its success was driven by sports as well as the depth of its Hindi and regional entertainment,” the report said. The big shake-up that Media Partners identifies comes from the significant upgrading of the JioCinema service from April, which during the report’s 15-month span, only accounted for a 2% share of the premium video market in India. After April, JioCinema began free-of-charge transmission of the IPL cricket tournament, which is hugely popular, and before this year was the preserve of Disney-owned media in India. “In April 2023, in spite of several tech glitches impacting user experience, the free live streaming of the men’s IPL
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