Indian OTT users grew by 20% in 2022: Ormax report
The report added that India currently has close to 43 crore OTT users, of which 11.9 crore are paid subscribers
Dec 07, 2022 11:06:00 AM | Article | Campaign India Team Share -
According to a report conducted by Ormax Media, the Indian OTT market has grown by 20% in 2022.
The user base for OTT in the country is now pegged at 42.38 crore (423.8 million). Paid OTT users in India are now at 11.9 crore.
65% of the paid subscriptions come from males. While the top six metros account for only 10% of the total OTT users, the number jumps to 33% when it comes to paid subscriptions.
Shailesh Kapoor, founder and CEO, Ormax Media, said, “India’s OTT audience universe has grown rapidly since 2018, with a boost during the pandemic years of 2020 and 2021. Now that we are in a more settled, post-pandemic period, this annual report is an important reckoner for the OTT industry to understand how their audience base is growing, and where this growth is coming from. Unlike other reports that rely on desk research, this report is based on primary audience research across India”
He added, “A large share of the 20% growth in audience base has come from rural India and small towns. The metro cities have reached saturation levels, with more than 79% OTT penetration. Platforms will have to rely on the smaller markets for the next phase of growth. From an SVOD perspective, the most significant finding has been that the average number of subscriptions have remained static at 2.4 per paying user. This data point holds immense strategic value, as it suggests that subscriptions growth will come from more people paying for subscriptions, than the same people paying for more subscriptions”.