India, as of now, does provide the most exciting market as it promises immense growth. More and more shows are engaging themselves with big platforms, and the OTT platforms are also investing in building their own original content.
But, the success graph of this year didn’t even come near last year’s progress.
The Indian OTT audience expanded by 20% from 2021 to 2022, but growth slowed to 13.5% in the past year, signaling a shift from peak growth. Uncertainties surround existing platforms’ fate and the potential rise of new contenders, prompting speculation on the industry’s future trajectory.
Potential mergers like Disney Star with Reliance and Sony with Zee are considered in the Indian OTT market, with Prime Video’s failed negotiations with MXPlayer having a big impact down the line.
India’s demand for quality video content surged in recent years, peaking during pandemic lockdowns. Although the post-COVID growth of the OTT audience slowed from 20% in 2022 to 13.5% in 2023, potential mergers signal a strategic move for enhanced content quality.
The industry adapts for stability, anticipating a market size of USD 12.5 billion by 2030, affirming that the content industry, particularly OTT, remains dynamic and far from stagnation.
Now here comes a big question, is this a conceding fact?
The answer should definitely be negative as India is still a massive growing market. It is far from hitting a plateau state as even more and more people are getting access to smartphones and the internet. Though the market is somewhat dependent on sports and freebie policies, the scope of cultivating the market and capturing it is still there.
