India’s $2.5 billion online streaming market, including YouTube, had a big shakeup in 2023. Jio Cinema gave away top-notch content like the Indian Premier League for free, hurting rivals’ subscription earnings. This made Disney Plus offer the Cricket World Cup for free to mobile users. In 2024, online streaming platforms are focusing on making profits after a disruptive year.
To balance growth and profit in the budget-friendly market, there’s a need for changes. Since 2017, no online streaming platform in India has reached break-even, leading to expected adjustments.
Economic challenges require a correction in content costs, currently taking up a big chunk of expenses. Platforms will become more choosy in creating new shows, and mergers like Zee/Sony and Reliance/Disney are on the horizon.
The pricing model will likely stay freemium, balancing free and paid content. Subscription revenue is crucial for stable income, and strategies like limiting password sharing and introducing ads in pay-based services will be used.
Regulation is a concern, but blanket censorship isn’t expected. Self-regulation will persist, penalizing platforms for content that offends religious or minority sentiments.
Video OTT’s advantage in tracking viewership will lead to increased transparency, benefiting advertisers and content creators. Overall, the Indian OTT market aims for growth and profitability.
