India's OTT Viewers base to top 300M in two years: Chrome OTT report

Chrome OTT, a provider of data and analytics for the Indian OTT market, has released its comprehensive 2023 report. The report provides a deep dive into India's OTT landscape, analyzing subscriber base, content consumption trends, platform popularity, and revenue generation.

Key Findings:

Flourishing Market: India's OTT viewers base currently stands at 216 million, projected to cross 300 million in the next two years.

Shifting Entertainment: As Bharti Dabholkar, actor and advertising professional, states in the report, "the growth of OTT platforms reflects our evolving tastes and the power of technology to bring stories to our fingertips."

Revenue Streams: The total digital media revenue in India for 2023 is estimated at INR 31,800 crore, with OTT video platforms contributing INR 16,500 crore. AVOD (Ad-supported VOD) and SVOD (Subscription VOD) are the primary revenue models.

Content Consumption: The report details user preferences across devices (desktops, smartphones, and connected TVs), genres, and demographics. It also highlights the top 10 SVOD original shows and movies of 2023, with a specific focus on content featuring female protagonists.

Platform Wars: JioCinema and Disney+ Hotstar lead the pack in terms of unique viewers, followed by Zee5, miniTV + Prime Video, and SonyLIV. The report provides insights into viewership patterns, average watch times, and platform-specific content popularity.

Gender Gap: While the majority of viewers are male (82.9%), the female audience is growing steadily (17.1%). The report offers a breakdown of viewership by gender across age groups.

Mega Events Drive Viewership: Sporting events like the ICC World Cup and the TATA IPL witnessed significant viewership on OTT platforms, with some matches garnering over 24% of total OTT users.

The report leverages a hybrid approach, combining data from Chrome DM's 145,346 SDKs capturing content consumption and Chrome DM's survey apps capturing user preferences.

The Chrome OTT Report 2023 paints a promising picture of India's OTT market. With a rapidly growing subscriber base, diverse content offerings, and increasing internet penetration, the future of OTT in India appears bright.