Indian OTT Service : A survey analysis

  • Content tops the potential areas for improvement. We reached out to individual respondents to learn their perception of content in OTT platforms and following is what we found in conclusion:
  1. Originals : Netflix and Amazon originals are one of the prime reasons for their popularity, and Indian OTTs have a long way to go when it comes to original content.
  2. Notions : Respondents majorly relate Indian OTTs like ZEE5 and ALTBalaji to catch-up TV a.k.a the Indian daily soaps.
  3. Popular streaming: Blockbuster movies seldom partner the Indian OTT platforms, which sums up the popularity of other players.
  • Marketing and Branding: Majority of respondents prefer ‘Disney+Hotstar’ among all Indian OTT services, and the reasons are well known.
  1. Terrific branding and marketing by Star India
  2. Disney joining Star is an icing on the cake, and creates a brand identity like none.
  3. Live streaming of all major sports events, specifically Cricket is the biggest reason for its popularity. India being a cricket crazy nation has definitely helped Disney+Hostar grow immensely.
  1. According to a report by The Boston Consulting Group, Indian OTT market could reach $5 billion by 2023.This growth is being driven by rising affluence, increase in penetration of data into rural markets and adoption across demographic segments including women and older generations.
  2. A big chunk of the revenue for the Indian based OTT platforms, especially of TVF, comes from sponsorship and advertising. With the growing market of OTT platforms, there is expected to be a continuous rise in the advertisement revenue of the OTT platforms.
  3. Indian content including music, Bollywood content and cricket have large following in the Indian diaspora. OTT Players with Indian content have potential to tap into this market too.




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Akankshya Mohanty

Akankshya Mohanty

Aspiring marketer | Passionate Writer

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