By Our Insights Desk
We started publishing The Ormax OTT Audience Report from 2021. The annual report is our endeavour to size the growing Indian OTT (digital video) market using primary research, than rely purely on secondary data, proxy variables (like Internet and smartphone penetration) and industry estimates.
The third edition, titled The Ormax OTT Audience Report: 2023, is based on data collected from 12,000 respondents across India in Jul-Sep 2023, is now out, and available for subscription (see details at the end of this article). As per the report, India's OTT audience universe, defined as those who have watched digital videos at least once in the last one month, is now at 481.1 Million (or 48.11 Crore) people. The growth from 2022 to 2023 is in double digits at 13.5%, but much lower than the growth from 2021 to 2022, which stood at a healthy 20.0%. India's OTT penetration now stands at 34% of the country's population, up from 30% last year.
The full report highlights how the growth this year has been driven by NCCS CDE, small towns and rural India, while NCCS AB and metros, as well as some of the mini metros, are beginning to either reach saturation, or slowing down considerably, witnessing single-digit growth in percentage terms.
The report divides the 481.1 Million universe into five segments, defined in the chart below, based on free vs. paid usage.
The size of the five segments can be seen in the chart below. SVOD audiences, who have access to paid content, comprise of 153.0 Million people, i.e., 31.8% of India's OTT universe. The remaining 68.2% (328.1 Mn) are accessing only free content, and a sizeable section out of these are watching videos only on YouTube and social media apps.
The SVOD (B2C) segment averages at 2.8 subscriptions per user, leading to a total of 101.8 Million direct-to-consumer paid subscriptions in India.
To know more about the report, read the details here.
To subscribe to The Ormax OTT Audience (Sizing) Report: 2023 please drop in an email to [email protected], and we will connect with you soon.
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