Over-the-top media services in India

Last updated

There are currently about 57 providers of over-the-top media services (OTT) in India, which distribute streaming media or video on demand over the Internet.

Contents

History and growth

The first dependent Indian OTT platform was BIGFlix, launched by Reliance Entertainment in 2008. [1] In 2010 Digivive launched India's first OTT mobile app called nexGTv, which provides access to both live TV and on–demand content. nexGTV was the first app to live–stream Indian Premier League matches on smart phones and did so during 2013 and 2014. The livestream of the IPL since 2015, when rights were won, [2] played an important role in the growth of another OTT platform, Hotstar (now Disney+ Hotstar) in India. [3] [ needs update ] OTT gained significant momentum in India when both DittoTV (Zee) and Sony Liv were launched in the Indian market around 2013. Ditto TV was an aggregator platform containing shows across all media channels including Star, Sony, Viacom, Zee, etc.[ citation needed ]

Hotstar

Hotstar (now Disney+ Hotstar) is the most subscribed–to OTT platform in India, owned by Star India as of July 2020, with around 300 million active users and over 350 million downloads. [4] According to Hotstar's India Watch Report 2018, 96% of watch time on Hotstar comes from videos longer than 20 minutes, while one–third of Hotstar subscribers watch television shows. [5] In 2019, Hotstar began investing ₹120 crore in generating original content such as "Hotstar Specials." 80% of the viewership on Hotstar comes from drama, movies and sports programs. [4] Hotstar has the exclusive streaming rights of IPL in India. [6]

Netflix

American streaming service Netflix entered India in January 2016. In April 2017, it was registered as a limited liability partnership (LLP) and started commissioning content. It earned a net profit of ₹2020,000 (₹2.02 million) for fiscal year 2017. In fiscal year 2018, Netflix earned revenues of ₹580 million. [7] According to Morgan Stanley Research, Netflix had the highest average watch time of more than 120 minutes but viewer counts of around 20 million in July 2018. [5] As of 2018, Netflix has six million subscribers, of which 5–6% are paid members. [8]

India was not affected by Netflix's July 2018 increase in subscription rates for the US and Latin America. Netflix has stated its intent to invest ₹600 crore in the production of Indian original programming. [9] In late 2018, Netflix bought 150,000 square feet (14,000 m2) of office space in Bandra–Kurla Complex (BKC) in Mumbai as their head office. As of December 2018, Netflix has more than 40 employees in India. [7]

Other OTT providers

Sun NXT is an Indian video on demand service run by Sun TV Network. It was launched in June 2017, streaming in the Tamil language and six other languages. The platform has more than 4,000 Tamil movies and 200 Tamil shows, as well as regional movies and shows. [10] [11] Sun NXT also streams a large library of its own Sun TV shows and movies.

Amazon Prime Video was launched in 2016. The platform has[ when? ] 2,300 titles available including 2,000 movies and about 400 shows. It has announced that it will invest ₹20 billion in creating original content in India. Besides English, Prime Video is available in six Indian languages as of December 2018. [12] Amazon India launched Amazon Prime Music in February 2018. [13]

Eros Now, an OTT platform launched by Eros International, has the most content among the OTT providers in India, including over 12,000 films, 100,000 music tracks and albums, and 100 TV shows.[ citation needed ] Eros Now was named the Best OTT Platform of the Year 2019 at the British Asian Media Awards.[ when? ] It has 211.5 million registered users and 36.2 million paying subscribers as of September 2020. [14]

In February 2020, Aha OTT platform was launched, broadcasting exclusively Telugu content. [15]

In 2021, Planet Marathi became the first OTT platform dedicated to Marathi content in India, including web-series, films, music, theater, fiction and non-fiction reality shows. It is available for both Android and iOS mobile devices along with Android TV and Amazon Fire TV devices. Bollywood actress Madhuri Dixit helped launch the platform. [16] [17]

With rising interest for Korean dramas, Rakuten Viki saw its biggest jump of web traffic from India in 2020 due to the COVID-19 lockdown, which led to ad localization on the platform. [18] [19] [20]

The OTT market in fiscal year 2020 was estimated to be worth $1.7 billion. [21] [22]

SonyLIV and ZEE5

In December 2021, Sony and Zee announced their merger, and announced plans to merge their OTT platforms. [23] The merger was called off. [24]

OTT services launched as Amazon Prime video channels

The list is by alphabetical order, not by rank or popularity.

NameParentActive yearsLanguagesNotes/Ref.
Acorn TV RLJ Entertainment, Inc. 2011–presentEnglish [25]
AMC+ AMC Networks 2020–presentEnglish [25]
ShortsTV Shorts International Ltd2006–presentEnglish [26]

Content regulation

Due to the absence of any rules and regulation regarding OTT content, many OTT providers were accused of showing nudity, vulgarity and obscenity and hurting Hindu religious sentiments in their shows. [27] [28] [29] [30] Series which were the focus of controversy include Four More Shots Please!, [31] Tandav, [32] Paatal Lok, [33] Sacred Games, [34] Mirzapur [35] Lust stories franchise, [36] Rana Naidu. [37] Thank You for Coming, [38] and Annapoorani (2023). [39]

According to media reports, between 2018 and 2024, some OTT platforms emerged which started showing porn in the form of web series. Both the Supreme Court and Delhi High Court say that OTT regulation is necessary. [40] [41] [42] [43]

OTT regulation

Currently OTT is regulated under the IT Rules 2021, which clearly stated that 'No content that is prohibited by law at the time being force can be published or transmitted'. MIB has continuously taking action on OTT platform, who has violating the IT Act 67A, which prevent Publishing and transmitting obscene materials. [57]

Judicial opinion

Criticism

IAMAI again pledges self-regulation for OTT platforms. Content creators and producers in India, as mentioned in the report, already face many challenges, including the multiplicity of legislation and forums for filing complaints. The study paper by The Dialogue Internet and IAMAI found that these challenges lead to compliance uncertainties, self-censorship, and unwarranted economic burden. A private association of current affairs and news television broadcasters has expressed strong reservations against the Draft Broadcasting Services (Regulation) Bill, 2023, which it warned would have a “chilling effect" on the freedom of speech and expression, News Broadcasters & Digital Association (NBDA) said in a submission to the information and broadcasting ministry. [68] [69] [70] [71]

List of OTT platforms in India

The list is by alphabetical order, not by rank or popularity.

NameParentActive yearsLanguagesNotes/Ref.
Aha Arha Media & Broadcasting Pvt. Ltd.2020–presentTelugu, Tamil [72]
ALTBalaji Balaji Telefilms 2017–presentBhojpuri, Hindi, Tamil [73]
Amazon Prime Video Amazon 2016–presentMarathi, English, Hindi, Tamil, Telugu, Bengali, Malayalam, Kannada, Odia, Punjabi, Gujarati [74] [75]
Apple TV+ Apple Inc 2019–presentEnglish, Hindi [76]
Arre UDigital2015–presentHindi, English [77]
BIGFlix Reliance Entertainment 2008–2022Hindi, Tamil, Telugu, Bengali, MarathiIndia's first movie on demand service [1]
Chaupal Bosna Digital Pvt. Ltd.2021–presentPunjabi, Haryanvi, Bhojpuri [78]
CSpace Government of Kerala 2024–presentMalayalam [79]
Disney+ Hotstar Star India (The Walt Disney Company India)2015–presentHindi, English, Tamil, Marathi, Telugu, Malayalam, Bengali, Kannada, OdiaIndia's most subscribed OTT platform [80] [ failed verification ] [81]
Eros Now Eros International 2015–presentHindi, Bengali, Marathi, Tamil, Telugu, PunjabiTitled as 'Best OTT Platform of the Year 2019' at the British Asian Media Awards [82]
Hayu NBCUniversal 2016–presentEnglish [83]
Hooq Sony Pictures, Warner Bros. and Singtel 2015–2020EnglishDissolved in 2020 [84]
Hungama Play Hungama Digital Media Entertainment 2015–presentBhojpuri, Hindi, English, Tamil, Telugu [85]
JioTV Jio Platforms 2016–presentAssamese, Bengali, Bhojpuri, English, French, Gujarati, Hindi, Kannada, Malayalam, Marathi, Nepali, Odia, Punjabi, Tamil, Telugu, UrduOnly available for Jio Subscribers [86]
JioCinema Jio Platforms 2016–presentEnglish, Hindi, Tamil, Marathi, Telugu, Bengali, Malayalam, Kannada, Odia, Punjabi, GujaratiNow available to all irrespective of network [86]
Lionsgate Play Lionsgate 2020–presentEnglish, Hindi, Tamil, Telugu, Marathi, Bengali, Kannada, Malayalam [87]
ManoramaMAX Malayala Manorama TV Ltd.2019–presentMalayalamMalayalam content [88]
Mubi Mubi Inc.2019–presentEnglish, Hindi, Tamil, Marathi, Telugu, Bengali, Malayalam, Kannada [89] [90] [91]
MX Player Times Internet 2018–presentBhojpuri, Hindi, Tamil, Telugu, Marathi, Bengali, Malayalam, Kannada, Punjabi, Odia, Gujarati, English [92]
Netflix Netflix Inc.2015–presentEnglish, Hindi, Tamil, Marathi, Telugu, Bengali, Malayalam, Kannada [93]
Planet Marathi Planet Marathi2021–presentMarathiMarathi Content [94]
ShemarooMe Shemaroo Entertainment 2019–presentHindi, Marathi, Tamil, Gujarati [95]
SonyLIV Culver Max Entertainment 2013–presentHindi, Telugu, English, Tamil, Marathi, Bengali, Malayalam, Kannada, Punjabi [96] [97]
Sun NXT Sun Group 2017–presentTamil, Telugu, Malayalam, Kannada, Bengali and Marathi
TVFPlay Contagious Online Media Network Private Limited2015–presentHindi, Tamil, Telugu [98]
Ullu App Ullu App 2018–presentHindi [99]
Ultra Jhakaas Ultra Media & Entertainment 2023–presentMarathiMarathi content [100]
Viki Rakuten 2010–presentEnglishWeb and mobile [101] [102]
Viu HK Television Entertainment 2015–2021Hindi, Tamil, Telugu [103] Stopped its services in India in 2021. [104]
Voot Viacom 18 2016–2023English, Hindi, Telugu, Tamil, Marathi, Bengali, Malayalam, Kannada, Odia, Punjabi, Gujarati [105] Merge With JioCinema
Vuclip PCCW 2008–presentHindi, Tamil, Telugu [106]
YuppTV YuppTV 2007–presentHindi, Tamil, Telugu, Marathi, Kannada [107]
ZEE5 Zee Entertainment Enterprises 2018–presentBhojpuri, Hindi, Tamil, Telugu, Marathi, Bengali, Malayalam, Kannada, Punjabi, Odia, Gujarati, English [108]
Saina Play Saina Infotainments2019-PresentMalayalam, TamilMalayalam content [109]

See also

Related Research Articles

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Shemaroo Entertainment Ltd. is an Indian content creator, aggregator and distributor, specifically in the media and entertainment industry. It was founded by Buddhichand Maroo in 1962 as a book-circulating library under the name Shemaroo. It set up India's first video rental business in 1979. The company went national after it began content distribution in 1987, became aggregators and bought rights to movies for home video.

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<span class="mw-page-title-main">SonyLIV</span> Indian video streaming service

Sony LIV is an Indian subscription video-on-demand over-the-top streaming service owned by Culver Max Entertainment. Sony LIV was introduced in 2013 as the first OTT service in India. As a streaming service, it provides live sports, original titles, other content titles from its own networks and content titles in India licensed from third-parties such as Lionsgate and ITV among others. The Sony LIV content library includes films, TV shows and series, and sports.

<span class="mw-page-title-main">Disney+ Hotstar</span> Indian streaming service

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<span class="mw-page-title-main">ALTBalaji</span> Subscription based video on demand platform

ALTT is an Indian subscription based video on demand platform which is a wholly owned subsidiary of Balaji Telefilms Ltd. Launched on 16 April 2017, ALTBalaji is the group foray into the digital entertainment sphere to create original OTT content.

<span class="mw-page-title-main">ZEE5</span> Indian video on demand service run by Zee Entertainment Enterprises

ZEE5 is an Indian subscription video on demand and over-the-top streaming service, owned by Zee Entertainment Enterprises. It was launched in India on 14 February 2018 with content in 12 languages. The ZEE5 mobile app is available on Web, Android, iOS, Smart TVs, among other devices. ZEE5 claimed 56 million monthly active users in December 2019.

<span class="mw-page-title-main">Disney+</span> American video streaming service

Disney+ is an American subscription video on-demand over-the-top streaming media service owned and operated by Disney Streaming, the streaming division of Disney Entertainment, a major business segment of the Walt Disney Company. The service primarily distributes films and television shows produced by Walt Disney Studios and Disney Television Studios, with dedicated content hubs for Disney's flagship brands; Disney, Pixar, Marvel, Star Wars, National Geographic, ESPN, Hulu and Star, as well as showcasing original and exclusive films and television shows.

Amazon MX Player is an Indian video on demand and over-the-top streaming service, owned by Amazon India. The platform currently operates on an ad-supported model.

Flipkart Video was an India-based OTT video streaming platform operated by Walmart-owned Flipkart. It was launched in 2019, and has lined up content from partners like Voot, Arre, Viu, TVF, Pocket Aces' Dice Media and more. In October 2019, it announced its first original series Back Benchers, a quiz show hosted by Bollywood film producer and director Farah Khan, which features Bollywood celebrities as students and host Farah as the dean of the figurative school. Bollywood celebrities who appeared on the show are Anil Kapoor, Shilpa Shetty, Kartik Aaryan, Parineeti Chopra, Ananya Pandey, Bhumi Pednekar, Tapsee Pannu, Janhvi Kapoor, Malaika Arora amongst others.

<span class="mw-page-title-main">Aha (streaming service)</span> Indian streaming service

Aha is an Indian over-the-top streaming service which offers Telugu and Tamil-language content. It is owned by Arha Media & Broadcasting Private Limited, a joint venture between Geetha Arts and My Home Group. The service was soft launched on 25 January 2020 and launched officially on 25 March 2020, coinciding with Ugadi, the Telugu New Year.

<span class="mw-page-title-main">Sun NXT</span> OTT platform by Sun TV Network

Sun NXT is an Indian subscription video on demand over-the-top streaming service run by Sun TV Network. It was launched in June 2017 and has content in six languages - Tamil, Telugu, Malayalam, Kannada, Bengali, Marathi and Hindi. Sun NXT app is available for Android and iOS devices, Smart TVs and other devices.

<span class="mw-page-title-main">JioCinema</span> Indian video streaming service

JioCinema is an Indian subscription video-on-demand over-the-top streaming service owned by JioStar, a joint venture between Reliance Industries, Viacom18 and Disney India. the service was launched on 4th May 2016.

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