India SVOD Subs on Track to Hit 89 Million

Driven by Covid-19 lockdowns, the number of SVOD subscribers in India is expected to hit 89 million by the end of this year, up from 57 million last year, according to Media Partners Asia (MPA).

According to MPA’s The Future of India’s Online Video Market: Focus on SVOD research brief, there will be 193 million direct-to-consumer SVOD subs in India by 2026. SVOD revenues are expected to grow to $1.8 billion by then, with OTT AVOD bringing in $2.4 billion, pay-TV advertising $6.1 billion and pay-TV subscriptions $7.6 billion.

The market is heavily dominated by Disney+ Hotstar, Amazon Prime Video and Netflix, which have an 80 percent share of subscribers and revenues at present. Disney+ Hotstar is expected to remain in the lead with about 46 million customers by the end of the year.

India will have 1 billion video screens by 2024, MPA estimates, about 85 percent of them broadband-ready.