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2018 India SVOD Consumer Deep Dive

Report by Tim Mulligan
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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 Indian SVOD users are aged       
  • Indian        year olds have the highest SVOD demographic distribution at       
  • At        penetration, watching TV shows and movies on computers is more widespread than watching on mobile       
  •        of Indian consumers watch TV shows and movies on games consoles        of Indian consumers binge watch
  • Streaming piracy of TV and film content at        penetration is more widespread than SVOD subscriptions       
  •        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

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