The lines between Streaming of video online and watching it on television is starting to blur. It’s all become equal.
Platforms like Netflix and Amazon Prime are spending billions collectively creating original content with proprietary TV shows and movies driving subscriber growth.
Viewing Original content has become a much more important factor over the past year in choosing streaming services and the data shows consumers are simply watching more of it.
Streaming services like Prime video are lot cheaper options than TV cable and offer high-quality shows and films and you can watch them whenever you like.
Given the number of players in India’s streaming market, including the likes of global biggies such as Netflix and Amazon prime as well as homegrown startup platforms like Star India’s Hotstar, Viacom 18’s Voot, Zee’s Ditto TV, Balaji Telefilm’s ALT Balaji and Sony’s Sony Liv not to mention independent platforms like Spuul and TVF Play, it’s safe to say the India Ott market is getting competitive and congested.
Netflix has over 100 million subscribers while 80million prime subscribers are estimated globally.
Preference to purchase pirated content and data price concerns inhibit Amazon and Netflix’s Subscriber growth. Though the share of 3G and 4G connections are expected to rise by at least 20 percentage points from 2017 to 2021, many customers are concerned with the price of data usage. Many Indian consumers choose to buy pirated content from local merchants to minimize the amount they stream and their data costs.