As the second largest and fastest growing market for smartphones in the world, India is witnessing an increase in content consumption on handheld devices (mobile phones) via over-the-top (OTT) platforms such as Hotstar, Netflix and Amazon Prime video.
The reasons for this prompt consumption pattern have been the improvement in speeds of internet, lower 4G internet tariffs by telecom companies and easy availability of low cost smartphones.
Before 2015, this growth was gradual as nobody could make a dent with the right mix of technology and content suited to Indian tastes.
However, in that very year, the turning point came when the Rupert Murdoch-owned Star India launched Hotstar.
Though Sony Pictures Networks India’s Sony Liv was already in the market, the launch of Hotstar supported by multi-million dollar marketing and a promotion blitzkrieg ensured a top-of-mind awareness of the product.
This attracted the attention of international and national players in the arena, with Netflix joining to switch on its service in India in January 2016 followed by Amazon’s Prime Video finally launching its services in December last year.
Between Hotstar, Netflix and Amazon Prime Video, an Indian consumer has more choice for content than consumers anywhere in the world!