Media consulting firm Ormax Media has released the latest edition of its audience research on the OTT universe in the country. The Ormax OTT Audience Report: 2023, based on a sample size of 12,000 across urban and rural India, was conducted from July to September 2023.
Select findings of the report revealed in a media statement show that the Indian OTT audience universe is currently at 481.1 mn people, translating into a penetration of 34 pc. The report defines OTT audience as someone who watched at least one online video (free or paid) in the last one month. The full report breaks down this universe by gender, age, NCCS, pop strata, states, and cities.
Keerat Grewal, Head of Business Development (Streaming, TV & Brands), Ormax Media, said: “The latest edition of our annual report reveals that after the upsurge in the Indian OTT market during the pandemic years of 2020 and 2021, the growth has settled down at more moderate levels. The Indian OTT audience base grew 20 pc from 2021 to 2022, but has grown only 13.5 pc over the last one year, highlighting that the category is now past the peak growth phase it witnessed in the two preceding years.”
The report also reveals that there are currently 101.8 mn active paid (B2C) OTT subscriptions in India, across 36.4 mn subscription video on demand (B2C) audiences, at an average of 2.8 subscriptions per paying audience member. B2C subscriptions in the report refer to subscribers who have taken a membership directly with the OTT platform, in contrast with B2B subscriptions which are via telecom packs offered by operators.
Mumbai, Delhi and Bengaluru are the top three cities on paid subscriptions, with more than six million active paid subscriptions each.
Grewal elaborated: “The extensive data in this report can help OTT platforms and associated agencies take more informed strategic decisions in areas like pay vs. free strategy, TG and market selection, content and communication strategy, revenue planning, etc. Ormax Media continues to stay committed to the idea of helping the Indian media and entertainment industry use data and analytics towards building more profitable and consumer-centric businesses.”
The full report is available for a subscription fee.
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