Over the top, which is popularly known as OTT, is the new buzzword in the Entertainment industry.
According to statista.com, OTT is said to reach $158.84 billion by 2024. This shows the phenomenal opportunity of the Over the top platform for enhancing the media industry.
Typically, an OTT content can be delivered through a broadband internet service without any need for traditional cables. To facilitate it, OTT devices are used to stream the video content across TV, mobile, or any platform.
Hotstar from the Star Network family was launched in 2015. Bagging a global partnership with three big giants, namely Disney, Fox, and HBO, it is growing steadily as one of the biggest VOD platforms. It streams content in eight regional languages with an adaptive bitrate streaming feature. With a premium subscription fee of Rs. 199/month, one can get the privilege of watching several exclusive content for members.
|No. of Regional Languages||9|
|No. of Hours of TV content currently offered||100,000|
|Total Downloads (Indian Region)||350 million|
Started in 1997, Netflix is one of the pioneers in the OTT platform industry. Soon it scaled up to be a significant player in the mass media industry. With successful tie-ups with blockbuster production houses, Netflix originals and various subscription models, it is a trendsetter in the Entertainment world.
This US-based company made its debut in the Indian market in 2015. When compared to their English language content, it is lagging behind on the local language content for a widely regional audience.
|No:of Regional Language||5|
|No. of Hours of TV content currently offered||500,000 Hours|
|Total Downloads||194 million|
3. Amazon Prime
In 2017, Greg Greeley, Vice President of Amazon Prime video, said during a visit to India, “We gained more Prime members in India within our first-year launch when compared to the global market.”
It has a large database of local content in India, and it also has several tie-ups with famous Bollywood production houses. These localized content help Amazon Prime to generate more revenue and continue to be one of the most successful videos on-demand platforms.
|No. of Regional Languages||9|
|Currently offers No:Of Hours of TV content||>500,000 Hours|
|Total Downloads||> 200 million|
Started in 2016, Voot is an Indian based video-on-demand service and a digital product of Viacom18 Media Pvt Limited. It has partnership with numerous television channels like MTV India, Colors TV and Nickelodeon India. As of now, Voot is available only in India, covering a wide range of regional languages. It also produces ‘Voot originals,’ dramas, movies and much more.
|No. of Regional Languages||7|
|No. of hours of TV content currently offered||35,000 Hours|
|Total Downloads (Indian Region)||15.8 million|
A Hong-Kong based PCCW Media company Vuclip, launched Viu in India in 2015. Within its short inception, Viu managed to partner with the giants like, Reliance Big Entertainment Pvt.Ltd, Sony Music, TIPS and BBC Worldwide, to name a few. After a month’s free trial, it has a basic fee of Rs.99 per month to get ad-free content and enjoy other privileges for premium users.
|No. of Regional Languages||3|
|No. of hours of TV content currently offered||40,000 Hours|
|Total Downloads (Indian Region)||1.2 million|
6. MX Player
MX Player is the new one in the OTT players in India, which is only a year old. This video streaming app provides thousands of content from popular publishers and producers. It offers more than 20 original series which is created by J2 interactive and currently owned by Times Network. It allows content owners to generate more revenue by using AVOD model.
|No. of Regional Languages||10|
|No. of hours of TV content currently offered||50,000 Hours|
|Total Downloads (Indian Region)||4.8 Million|
7. Sony Liv
Sony Live made its debut in 2013, and it offers an enhanced viewing experience to its users like Mood wheel, My Q and Liv Guru, which gives loyalty points, single sign-on, and ability to create own playlists and so on. It has partnered with SPI International and offers free as well as paid content and has a good stand in the local market.
|No. of Regional Languages||4|
|No. of hours of TV content currently offered||> 40,000 Hours|
|Total Downloads (Indian Region)||20 million|
While there is a significant number of players in the OTT industry their content primarily focuses on keeping the Indian audience engaged with an endless flow of visual content. So another perspective to note is from the creators’ view of the picture. According to a recent article in Firstpost.com, , in 2019 the Tamil film industry has dropped its movie release rate to 175, which is below the 200-mark from the recent years. This is due to various external factors like lack of theatres or budget issues. While there is demand from the audience there is also a clear solution that OTT platforms are an excellent alternative to theatrical release.
This is why GudSho made its debut in 2020, as an exclusive video streaming platform where the content owners can publish and distribute their content anytime, anywhere. GudSho, is upcoming as one of the top OTT apps in India, acting as a common ground right from big production houses to distributors and helps them yield greater revenue.