Indian video industry is dominated by Youtube which has more than 50% share. The segment is already high in competitive intensity with dedicated video OTT apps like Hotstar, Ditto TV, Eros, BigFlix, SonyLiv and recent entry of NetFlix in India.
With the launch of 4G networks and growth in fixed broadband penetration, consumption of internet video is expected to increase further. The Indian online industry is also witnessing rapid growth, primarily on back pf mobile driven applications. Because of need for local content, global music apps like Pandora and Spotify have limited traction in the Indian markets, which is instead dominated by indigenous firms with Hungama, Gaana and Saavn being the largest operators in the space.
Most of content is ad supported. However, there are early signs of paid content also being consumed, and our meetings highlighted an appetite for paid content (albeit at low price points) among Indian users.
