In the last few years, the OTT market has strengthened its reach and hold in India. Along with foreign video streaming apps, native video streaming apps are also making a big threat in the market. The demand for these apps grew very rapidly after the Corona disaster. Large banner films are also being released in India. To maintain dominance in the Indian market, these streaming apps have also increased their audience base by launching several budget plans.
As reported by Just Watch, Netflix and Amazon Prime were big players in the Indian market, but Hot Star gradually emerged as a big player.
Disney and Hot Star’s deal strengthened it. Due to this, Hotstar took over 17 percent of the market. According to the BBC report, Netflix has released 18 Indian original Hindi series this time, while Amazon Prime has launched around 14 series. Disney and Hotstar worked on this in a different approach. It is going to release seven Bollywood films on its platform, which were originally made keeping in mind the cinema hall.
Netflix was initially quite popular in certain categories in India. The reason was its price. Netflix later changed its strategy. Netflix also launched a mobile-based plan for its users. At the same time, Netflix increased its viewership by launching the Hindi interface this year. On these OTT platforms, Akshay Kumar’s Lakshmi, Abhishek Bachchan-Rajkumar Rao’s Ludo, Amitabh Bachchan, and Ayushman Khurana’s Gulabo-Sitabo, Vidya Balan’s Shakuntala Devi, Gunjan Saxena: The Kargil Girl, A Suitable Boy, etc. were released these platforms.
India is the second-largest online market in the world with 560 million internet subscribers. According to the report, it is estimated that by 2023 it will touch the figure of 650 million.