2018 India SVOD Consumer Deep Dive

The 20,000 Foot View:  India has seen a dramatic rise in engagement with premium video services, fuelled by a combination of mass adoption of mobile technology and rapidly rising disposable incomes. However, India’s SVOD market still lags significantly behind the US and China in terms of revenues and subscribers. The focus on India as the battleground for the next billion online users has made it a highly competitive market, where the international tech majors and local telco insurgents are primarily driven by market share growth, at the expense of developing robust business models. Direct and indirect subsidies of premium video content currently make SVOD an expensive nice-to-have rather than need-to-have in a market with highly-engaged audiences, with strong predilection for home-grown entertainment.

Key Findings

           of Indian SVOD users are            years old
• Only            of            SVOD users are aged           
• Indian            year            have the highest SVOD demographic            at           
• At            penetration,            TV shows and movies on            is more widespread than watching            mobile           
           of Indian consumers watch TV shows and movies on games consoles            of Indian consumers binge watch
• Streaming piracy            TV and film content at            is more widespread than SVOD                      
           of Indian households have a traditional pay-TV subscription            of Indian households cancelled a traditional pay-TV subscription in the prior three months

Companies and brands mentioned in this report: Amazon Prime Video, beIN Connect, Big Flix, Eros Now, Hotstar.com, Hungama, iFlix, Jio, Netflix, Reliance Communications, Setanta-I