The Indian Over-The-Top industry is expected to grow to $13-15 billion over the next decade at a CAGR of 22-25%, according to a report on media and entertainment. The OTT industry is constantly growing and is one of the most competitive amongst emerging markets with over 40 players representing all types of content providers. The growth is possible with the quality enhancement from basic enablers being in place for digital video streaming such as affordable high-speed mobile internet, doubling of internet users in the last six years, increased adoption of digital payments. Further, it has been also helped by India specific price points offered by global players here such as Netflix, Prime Video, Disney+ offering plans in India at 70-90% cheaper than the US. The OTT sector is also witnessing a rise in investments in Indian original content. There has been a remarkable surge over Subscription Video On Demand (SVOD) content over the last few years and is expected to overtake Advertising-based Video On Demand (AVOD). This strong growth in the subscription is due to various initiatives taken to expand the user base through bundling and pricing innovations, amply supported by significant investment in content.

The major players in the Indian OTT industry include - Netflix, Amazon Prime Video, SonyLIV, Alt Balaji, Zee5, Eros Now and Disney Hotstar Plus. It has been additionally helped by a predominance of a younger population, with 50-55% population under the age of 30. Indian OTT has progressed from early-stage to scaling stage with Transitioned from AVOD to SVOD model, growth in disposable income to drive subscription growth and investing in premium and original content. Now, it will enter into a mass stage, which will witness Pay-TV cord cutting, high SVOD penetration with consumers subscribing to multiple services and live OTTs. Moreover, the pricing of global streaming services in India has been made affordable to drive adoption. The report expects that ".