Streaming in India

STREAMING IN INDIA

Table of Contents
 Table of Contents

01 Digital content overview

Growth of the M&E sector in India 2019 by industry 02
Value of the digital media market in India 2016-2022 03
Subscription revenue from digital media in India 2018-2022 by type 04
Daily media consumption in India 2018-2022 05

02 Audio streaming
Share of music revenue in India 2019 by source 07
Share of revenue of digital music industry in India 2017 by format 08
Number of OTT streams in music industry in India FY 2016-2018 09
Revenue of music streaming market India from FY 2019-2024 10
Market share of music apps in India 2020 11

03 Video streaming
Online video platform subscription revenue in India FY 2019-2022 13
 Table of Contents

Number of paid video subscriptions in India 2018-2020 14

Revenue of films in India 2019 by source 15
Preferred OTT content India 2019 by category 16
Investments for original content by OTT players India 2017 17

04 Key TVoD players

Ranking of video streaming apps in India 2019 19
Disney+ ARPU worldwide 2021 20
Hotstar revenue FY 2019 by source 21
Netflix user engagement levels in India 2019 22
Share of original web shows SonyLIV 2019 by genre 23
Number of unique visitors on Amazon Prime Video India 2017-2019 24
Number of unique visitors on ALTBalaji 2017-2019 25
 Table of Contents

05 YouTube
Youtube user worldwide 2020, by country 27
Youtube users in India 2017-2025 28
Share of YouTube in mobile social media market India 2019-2020 29
Top ten entertainment YouTube channels in India 2020 by subscribers 30
Top ten YouTube channels in India 2020 by number of views 31
Leading YouTube content creators India 2019 by number of views 32
STREAMING IN INDIA

Digital content overview

Growth rate of the media and entertainment sector across India in 2019, by industry
Growth of the M&E sector in India 2019 by industry

Change rate
-10% 0% 10% 20% 30% 40% 50%

Online gaming 39.8%

Digital media 30.9%

Animation and VFX 20.3%

Live events 10.2%

Films 9.5%

Music 8.3%

Television 6.4%

Out of Home media 5%

Print -3.2%

Radio -7.5%

Note(s): India; 2019

Further information regarding this statistic can be found on page 34.
2 Source(s): EY; FICCI; ID 805963 Digital content overview
Value of the digital media market across India from 2016 to 2019 with a forecast until 2022 (in
billion Indian rupees)
Value of the digital media market in India 2016-2022

450
414

400

350
Value in billion Indian rupees

300 279

250
221

200
169

150
119
92
100

50

0
2016 2017 2018 2019 2020* 2022*

Note(s): India; 2016 to 2019

Further information regarding this statistic can be found on page 35.
3 Source(s): EY; FICCI; ID 824936 Digital content overview
Digital subscription revenue across India in 2018 and 2019, with estimates until 2022, by type (in
billion Indian rupees)
Subscription revenue from digital media in India 2018-2022 by type

Video Audio Total

70
64.5
62.4

60
Revenue in billion Indian rupees

50

41.5 42.8

40

28.2 29.2
30

20
13.4 14.2

10

0.8 1 1.3 2.1

0
2018 2019 2020 2022

Note(s): India; 2018 and 2019

Further information regarding this statistic can be found on page 36.
4 Source(s): FICCI; EY; ID 1154024 Digital content overview
Average daily media consumption across India from 2018 to 2020, with estimates until 2022 (in
hours.minutes)
Daily media consumption in India 2018-2022

6
5.55
5.4
5.24
5
5
4.38
Time spent in hours.minutes

0
2018 2019 2020 2021 2022

Note(s): India; 2018 to 2020; 18 years and older; according to the source, time spent includes all time spent regardless of multi-tasking.
Further information regarding this statistic can be found on page 37.
5 Source(s): eMarketer; ID 1153969 Digital content overview
STREAMING IN INDIA

Audio streaming
Revenue distribution of the music industry across India in 2019, by source
Share of music revenue in India 2019 by source

Sync 4% Physical 2%

Performance rights 8%

Telco 18%

OTT 68%

Note(s): India; 2019

Further information regarding this statistic can be found on page 38.
7 Source(s): FICCI; EY; ID 1154075 Audio streaming
Revenue share of the digital music industry across India in 2017, by format (in million U.S. dollars)
Share of revenue of digital music industry in India 2017 by format

Revenue share
0% 5% 10% 15% 20% 25% 30% 35%

Subscription audio streams 33%

Ad supported streams 27%

Video streams 25%

Mobile personalization and other digital 14%

Downloads 1%

Note(s): India; 2017

Further information regarding this statistic can be found on page 39.
8 Source(s): Deloitte; Various sources (The Indian Music Industry (IMI)); IFPI; ID 1011989 Audio streaming
Number of over the top (OTT) streams in the music industry across India from financial year 2016
to 2018 (in millions)
Number of OTT streams in music industry in India FY 2016-2018

2,500

1,971.8
2,000
Number of streams in millions

1,500 1,441.1

1,000

723.5

500

0
FY 2016 FY 2017 FY 2018

Note(s): India; FY 2016 to FY 2018

Further information regarding this statistic can be found on page 40.
9 Source(s): PhillipCapital ; ID 810658 Audio streaming
Revenue of music streaming market across India in financial year 2019, with forecasts until 2024
(in billion Indian rupees)
Revenue of music streaming market India from FY 2019-2024

35

30 29
Revenue in billion Indian rupees

25 24

20
20
17

15 14

11
10

0
FY 2019 FY 2020 FY 2021 FY 2022 FY 2023 FY 2024

Note(s): India; FY 2019

Further information regarding this statistic can be found on page 41.
10 Source(s): KPMG; ID 1059798 Audio streaming
Market share of music apps across India between January and February 2020
Market share of music apps in India 2020

Market share
0% 5% 10% 15% 20% 25% 30% 35%

Gaana 30%

JioSaavn 24%

Wynk Music 15%

Spotify 15%

Google Play Music 10%

Others 7%

Note(s): India; January 5 to February 1, 2020; 18 years and older; 9,000+ respondents; among smartphone users in nine cities.
Further information regarding this statistic can be found on page 42.
11 Source(s): Kantar; Website (VTION); ID 922400 Audio streaming
STREAMING IN INDIA

Video streaming
Online video platform subscription revenue across India in financial year 2019, with estimates until
2022 (in billion Indian rupees)
Online video platform subscription revenue in India FY 2019-2022

50
46
45

40
Revenue in billion Indian rupees

35
31
30

25

19
20

15
12

10

0
FY 2019 FY 2020 FY 2021 FY 2022

Note(s): India; FY 2019 to FY 2020

Further information regarding this statistic can be found on page 43.
13 Source(s): KPMG; ID 1059728 Video streaming
Number of paying subscribers and subscriptions across India in 2018 and 2019, with an estimate
for 2020 (in millions)
Number of paid video subscriptions in India 2018-2020

Subscribers Subscriptions

35
32

30

25
21
Number in millions

20
16
15
11
10
7

5 4

0
2018 2019 2020

Note(s): India; 2018 and 2019

Further information regarding this statistic can be found on page 44.
14 Source(s): FICCI; EY; ID 1154045 Video streaming
Revenue of the film industry in India in 2019, by source (in billion Indian rupees)
Revenue of films in India 2019 by source

Revenue in billion Indian rupees

0 20 40 60 80 100 120 140 160 180 200 220

Total 191

Domestic theatrical 115.2

Overseas theatrical 27

Broadcast rights 22.1

Digital/OTT rights 19

In-cinema advertising 7.7

Home video 0.1

Note(s): India; 2019

Further information regarding this statistic can be found on page 45.
15 Source(s): FICCI; EY; ID 627512 Video streaming
Preferred content on online media platforms in India in 2019, by category
Preferred OTT content India 2019 by category

Share of online platforms

0% 5% 10% 15% 20% 25% 30% 35%

Full length films/movies 30%

TV content available as catch-up 22%

Music videos 20%

Sports 16%

Online original series 10%

Others 2%

Note(s): India; 2019; 1,458 respondents

Further information regarding this statistic can be found on page 46.
16 Source(s): KPMG; ID 1132334 Video streaming
Leading over-the-top (OTT) media investors for original content in India in 2017 (in billion Indian
rupees)*
Investments for original content by OTT players India 2017

Investments in billion Indian rupees

0 5 10 15 20 25 30 35 40 45

Hotstar 40

Netflix 6

Amazon Prime video 5

ErosNow 4

Sony LIV 4

ALT Balaji 1.2

Note(s): India; 2017

Further information regarding this statistic can be found on page 47.
17 Source(s): BCG; Ovum; ID 971880 Video streaming
STREAMING IN INDIA

Key TVoD players

Ranking of video streaming apps across India in 2019
Ranking of video streaming apps in India 2019

Market share
0% 5% 10% 15% 20% 25% 30% 35%

Hotstar 29%

JioTV 23%

Amazon Prime Video 10%

SonyLIV 8%

Jio Cinema 6%

Wynk Movies 6%

Netflix 5%

Voot 4%

OZEE 3%

Tata Sky 2%

Note(s): India; 2019

Further information regarding this statistic can be found on page 48.
19 Source(s): Quartz; Website (Kalagato); ID 1154174 Key TVoD players
Disney+'s average monthly revenue per paying subscriber worldwide from 1st quarter 2021 to 1st
quarter 2021 (in U.S. dollars)
Disney+ ARPU worldwide 2021

6
5.56 5.63

5
Revenue per paying customer in U.S. dollars

4.62 4.52

4.03
4

0
Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021

Note(s): Worldwide; December 2019 to January 2021; fiscal year ends late September/early October of the corresponding calendar year
Further information regarding this statistic can be found on page 49.
20 Source(s): Walt Disney; ID 1115395 Key TVoD players
Revenue of Hotstar in financial year 2019, by type (in billion Indian rupees)
Hotstar revenue FY 2019 by source

12
11.2

9.96
10
Revenue in billion Indian rupees

2
1.16

0
International Domestic Total

Note(s): India; FY 2019

Further information regarding this statistic can be found on page 50.
21 Source(s): Website (techcircle.in); ID 1031842 Key TVoD players
Netflix user engagement levels across India in 2019
Netflix user engagement levels in India 2019

45%

39%
40%

35%
31%
30%
Share of respondents

25%
22%

20%

15%

10%
7%

5%

0%
Up to 3 hours 3 to 9 hours 9 to 21 hours More than 21 hours

Note(s): India; 2019; 4,000+ respondents; OTT users across 25 major cities.
Further information regarding this statistic can be found on page 51.
22 Source(s): Counterpoint Research; ID 1018871 Key TVoD players
Share of web original shows on SonyLIV across India in 2019, by genre
Share of original web shows SonyLIV 2019 by genre

Travel 3% Horror 1%
Romance 3%

Reality 14% Comedy 27%

Thriller 14%

Drama 23%

Lifestyle 15%

Note(s): India; 2019

Further information regarding this statistic can be found on page 52.
23 Source(s): MICA; Website (SonyLIV); ID 1031971 Key TVoD players
Number of unique visitors on Amazon Prime Video in India from April 2017 to March 2019 (in
millions)
Number of unique visitors on Amazon Prime Video India 2017-2019

30
26.93
26.14
25.26 24.76
24.23
25 23.1
22.46 21.97 22.52

19.69 19.2
20 18.57
Number in millions

15

10
7.26
6.53 6.37
5.36 5.59 5.15
4.33 4.13 3.97
5 2.79
2.47 2.54

0
7

8
17

18
18

19
17

17

18

18
7

18

19
17

18

18

19
17

18
17

18
01

01
01

01

01

01
20

20
20

20
20

20

20

20
20

20
20

20

20

20
20

20
20

20
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Note(s): India; April 2017 to March 2019; across multiple platforms.
Further information regarding this statistic can be found on page 53.
24 Source(s): comScore; MICA; ID 1028041 Key TVoD players
Number of unique visitors on ALTBalaji across India from April 2017 to March 2019 (in millions)
Number of unique visitors on ALTBalaji 2017-2019

7.0
6.04
6.0
5.14
5.0 4.47
4.37 4.43
Number in millions

4.0

2.86
3.0 2.49
2.28 2.14 2.09
2.0 1.63 1.56 1.63
1.38 1.45
1.16
1.01 1 0.92
1.0 0.59 0.73 0.72

0.0
7

8
17

18
18

19
17

18

18
7

18

19
17

18

18

19
17

18
17

18
01

01
01

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20

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20

20
20

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Note(s): India; April 2017 to March 2019; across multiple platforms.
Further information regarding this statistic can be found on page 54.
25 Source(s): comScore; MICA; ID 1028078 Key TVoD players
STREAMING IN INDIA

YouTube
Ranking of the number of Youtube users by country 2020 (in millions)
Youtube user worldwide 2020, by country

Number of users in millions

0 50 100 150 200 250 300 350 400

India 337.6

United States 205.03

Brazil 147.27

Indonesia 79.79

Russia 75.75

Japan 68.94

Vietnam 66.17

Mexico 61.46

Philippines 60.21

Turkey 57.31

Thailand 50.74

Germany 49.44

United Kingdom 41.56

France 34.83

Colombia 34.02

Note(s): Worldwide; 2019; All values are estimates.

Further information regarding this statistic can be found on page 55.
27 Source(s): Statista; ID 1146465 YouTube
Forecast of the number of Youtube users in India from 2017 to 2025 (in millions)
Youtube users in India 2017-2025

700

590.29
600
548.81

498.07
500
Number of users in millions

451

388.1
400
337.6

300 265

204.28
200
141.83

100

0
2017 2018 2019 2020 2021 2022 2023 2024 2025

Note(s): India; 2017-2019; All values are estimates.

Further information regarding this statistic can be found on page 56.
28 Source(s): Statista; ID 1146150 YouTube
Share of YouTube in mobile social media market across India from April 2019 to April 2020
Share of YouTube in mobile social media market India 2019-2020

7.0%

6.2%

6.0%

5.0%
Market share

4.1%
4.0%
3.55%

3.11%
2.95%
3.0% 2.66% 2.68%
2.52% 2.53%
2.14% 2.14%
2% 1.92%
2.0%

1.0%
April 2019 May 2019 June 2019 July 2019 August 2019 September October 2019 November December January 2020 February March 2020 April 2020
2019 2019 2019 2020

Note(s): India; April 2019 to April 2020

Further information regarding this statistic can be found on page 57.
29 Source(s): StatCounter; ID 949034 YouTube
Most popular entertainment YouTube channels in India as of April 2020, by number of subscribers
(in billions)
Top ten entertainment YouTube channels in India 2020 by subscribers

Number in billions
0 10 20 30 40 50 60 70 80 90 100

T-Series 92.59

Zee Music Company 22.3

YRF 13.98

Speed Records 13.6

Eros Now 12.45

SonyMusicIndiaVEVO 12.37

Sony Music India 11.82

Ultra Bollywood 11.1

Tips Official 10.5

Shemaroo 10.4

Note(s): India; as of April 2020

Further information regarding this statistic can be found on page 58.
30 Source(s): Socialbakers; ID 1016101 YouTube
Most popular YouTube channels in India as of April 2020, by number of uploaded video views (in
billions)
Top ten YouTube channels in India 2020 by number of views

Number of uploaded video views in billions

0 10 20 30 40 50 60 70 80 90 100

T-Series 92.59

SET India 45

Zee TV 36.9

SAB TV 24.71

Zee Music Company 22.3

Colors TV 15.82

YRF 13.98

Speed Records 13.6

CVS 3D Rhymes 13.35

Eros Now 12.45

Note(s): India; as of April 2020

Further information regarding this statistic can be found on page 59.
31 Source(s): Socialbakers; ID 827256 YouTube
Most popular YouTube content creators across India in 2019, by number of views (in billions)
Leading YouTube content creators India 2019 by number of views

Video views in billions

0.0 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6 1.8

BB Ki Vines 1.69

Nisha Madhulika 1.2

Technical Guruji 1.15

Wifistudy 0.75

FactTechz 0.64

Vidya Vox 0.61

Aayu and Pihu Show 0.58

AVRprankTV 0.56

Shruti Raj Anand 0.56

Sandeep Maheshwari 0.53

Note(s): India; 2019

Further information regarding this statistic can be found on page 60.
32 Source(s): MICA; afaqs!; Various sources (YouTube); ID 1027220 YouTube
STREAMING IN INDIA

References
Growth rate of the media and entertainment sector across India in 2019, by industry
Growth of the M&E sector in India 2019 by industry

Description
Source and methodology information
The online gaming industry in India was estimated to have the highest annual growth rate of almost 40 percent
Source(s) EY; FICCI across the media and entertainment sector between 2018 and 2019. Digital media was estimated to follow at
around 31 percent growth rate. Evidently the country's media sector is moving rapidly towards digital as the print
Conducted by EY; FICCI
and radio industry both recorded a negative growth rate of -3.2 percent and -7.5 percent respectively that year.
Survey period 2019

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by EY; FICCI

Publication date March 2020

Original source The era of consumer A.R.T: India's media and entertainment sector, page
11

Website URL visit the website

Notes: n.a.

Back to statistic

34 References
Value of the digital media market across India from 2016 to 2019 with a forecast until 2022 (in
billion Indian rupees)
Value of the digital media market in India 2016-2022

Description
Source and methodology information
In 2019, India's digital media market was valued at 221 billion Indian rupees with estimates projecting it to reach
Source(s) EY; FICCI over 414 billion rupees by 2022. Overall, the digital media industry in the country was poised for a strong growth
of 23 percent compounded annually in the stated time frame.
Conducted by EY; FICCI

Survey period 2016 to 2019

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by EY; FICCI

Publication date March 2020

Original source The era of consumer A.R.T: India's media and entertainment sector, page
10

Website URL visit the website

Notes: *Forecast. The estimates for 2020 do not take into account the impact of
coronavirus (COVID-19). All figures are gross of taxes for the stated
calendar years. Previous reports have been accessed Note: One Indian
rupee is equal to 0.013 U.S. dollars and 0.012 euros (as of April 2020)

Back to statistic

35 References
Digital subscription revenue across India in 2018 and 2019, with estimates until 2022, by type (in
billion Indian rupees)
Subscription revenue from digital media in India 2018-2022 by type

Description
Source and methodology information
Video subscriptions dominated the digital content market in India in 2019, with over 28 billion Indian rupees in
Source(s) FICCI; EY revenues. This was expected to grow to a whopping 62.4 billion rupees by 2022. Digital revenues from audio, on
the other hand, accounted for about a billion rupees that year.
Conducted by EY

Survey period 2018 and 2019

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by FICCI

Publication date March 2020

Original source The era of consumer A.R.T: India's media and entertainment sector, page
109

Website URL visit the website

Notes: One Indian rupee is equal to 0.013 euros and 0.011 dollars as of August
2020.

Back to statistic

36 References
Average daily media consumption across India from 2018 to 2020, with estimates until 2022 (in
hours.minutes)
Daily media consumption in India 2018-2022

Description
Source and methodology information
Over five hours on average were spent daily on media consumption across India in 2020. Television accounted
Source(s) eMarketer for the highest share among the country's population that year, with digital media growing at a rapid pace. Daily
consumption was estimated to reach close to six hours by 2022.
Conducted by eMarketer

Survey period 2018 to 2020

Region(s) India

Number of respondents n.a.

Age group 18 years and older

Special characteristics according to the source, time spent includes all time spent regardless of
multi-tasking.

Published by eMarketer

Publication date April 2020

Original source emarketer.com

Website URL visit the website

Notes: n.a.

Back to statistic

37 References
Revenue distribution of the music industry across India in 2019, by source
Share of music revenue in India 2019 by source

Description
Source and methodology information
OTT accounted for the highest share in music revenues across India in 2019, contributing about 68 percent.
Source(s) FICCI; EY Physical revenues accounted for just about two percent that year. The growth in streaming can be attributed to
the increase in the number of internet and smartphone users in the country.
Conducted by EY

Survey period 2019

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by FICCI

Publication date March 2020

Original source The era of consumer A.R.T: India's media and entertainment sector, page
217

Website URL visit the website

Notes: n.a.

Back to statistic

38 References
Revenue share of the digital music industry across India in 2017, by format (in million U.S. dollars)
Share of revenue of digital music industry in India 2017 by format

Description
Source and methodology information
The revenue of the subscription audio streams across India was approximately 33 percent, accounting for the
Source(s) Deloitte; Various sources (The Indian Music Industry (IMI)) ; IFPI highest share in the country's digital music industry in 2017. On the other hand, the revenue share of downloads
was one percent, the lowest among other formats that year.
Conducted by IFPI

Survey period 2017

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Deloitte; Various sources (The Indian Music Industry (IMI))

Publication date February 2019

Original source Audio OTT economy in India, page 27

Website URL visit the website

Notes: n.a.

Back to statistic

39 References
Number of over the top (OTT) streams in the music industry across India from financial year 2016
to 2018 (in millions)
Number of OTT streams in music industry in India FY 2016-2018

Description
Source and methodology information
The Indian music industry had approximately two million players who offered streaming services in financial year
Source(s) PhillipCapital 2018. This was a significant increase compared to about 700 million in financial year 2016. In 2020, a survey
found that Gaana and JioSaavn were the most preferred music streaming services.
Conducted by PhillipCapital

Survey period FY 2016 to FY 2018

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by PhillipCapital

Publication date September 2017

Original source Saregama India Ltd, page 2

Website URL visit the website

Notes: India's financial year starts in April and ends in March. For example, FY
2018 refers to data from April 2017 until March 2018. Note: One Indian
rupee is equal to 0.014 U.S. dollars and 0.013 euros as of June 2019.

Back to statistic

40 References
Revenue of music streaming market across India in financial year 2019, with forecasts until 2024
(in billion Indian rupees)
Revenue of music streaming market India from FY 2019-2024

Description
Source and methodology information
In fiscal year 2019, the revenue earned by the music streaming market across India amounted to around eleven
Source(s) KPMG billion Indian rupees. This was expected to reach up to 29 billion rupees by fiscal year 2024, marking a
compounded growth rate of 20 percent.
Conducted by KPMG

Survey period FY 2019

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by KPMG

Publication date August 2019

Original source India's digital future: mass of niches 2019, page 49

Website URL visit the website

Notes: One Indian rupee is equal to 0.013 euros and 0.014 dollars (as of March
2020). Note: India's financial year begins in April and ends in March. For
example, FY 2016 started in April 2015 and ended in March 2016.

Back to statistic

41 References
Market share of music apps across India between January and February 2020
Market share of music apps in India 2020

Description
Source and methodology information
Gaana was the most popular music streaming app among Indians surveyed between January and February
Source(s) Kantar; Website (VTION) 2020. JioSaavn followed with Wynk in third place. Of an average 65 minutes spent listening to music, however,
Spotify held the top spot during the survey period.
Conducted by Kantar; Website (VTION)

Survey period January 5 to February 1, 2020

Region(s) India

Number of respondents 9,000+

Age group 18 years and older

Special characteristics among smartphone users in nine cities.

Published by Kantar

Publication date February 2020

Original source OTT audience measurement and insights, page 18

Website URL visit the website

Notes: n.a.

Back to statistic

42 References
Online video platform subscription revenue across India in financial year 2019, with estimates until
2022 (in billion Indian rupees)
Online video platform subscription revenue in India FY 2019-2022

Description
Source and methodology information
In fiscal year 2020, the revenue from subscriptions for over-the-top video platforms across India amounted to
Source(s) KPMG approximately 19 billion Indian rupees. This was expected to shoot up to 46 billion rupees by fiscal year 2022.
Overall, the digital market within the media and entertainment sector across India is set to become the second
Conducted by KPMG
largest by fiscal year 2022.
Survey period FY 2019 to FY 2020

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by KPMG

Publication date September 2020

Original source A year off script - time for resilience, page 66

Website URL visit the website

Notes: India's financial year begins in April and ends in March. For example, FY
2016 started in April 2015 and ended in March 2016. One Indian rupee is
equal to 0.011 euros and 0.014 dollars (as of February 2021).

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43 References
Number of paying subscribers and subscriptions across India in 2018 and 2019, with an estimate
for 2020 (in millions)
Number of paid video subscriptions in India 2018-2020

Description
Source and methodology information
About 11 million subscribers in India paid for 21 million video subscriptions in 2019. This was estimated to
Source(s) FICCI; EY increase significantly by 2020. This growth can be attributed to the creation of customized packages for OTT
users based on their consumption, thereby cutting costs. Other reasons could be the increase in original content,
Conducted by EY
and free and trial access to the platforms for a limited period.
Survey period 2018 and 2019

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by FICCI

Publication date March 2020

Original source The era of consumer A.R.T: India's media and entertainment sector, page
110

Website URL visit the website

Notes: n.a.

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44 References
Revenue of the film industry in India in 2019, by source (in billion Indian rupees)
Revenue of films in India 2019 by source

Description
Source and methodology information
Of a total revenue of 191 billion Indian rupees, the revenue from the film industry came primarily from domestic
Source(s) FICCI; EY theatrical releases and screenings. Overseas screenings ranked second that year. Digital/OTT rights earned 19
billion rupees that year. This distribution would most probably be affected the following year due to the impact of
Conducted by EY
the coronavirus (COVID-19) pandemic. Theatres were likely to take a hit, while digital platforms would seemingly
Survey period 2019 profit from the circumstance.

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by FICCI

Publication date March 2020

Original source The era of consumer A.R.T: India's media and entertainment sector, 132

Website URL visit the website

Notes: Note: One Indian rupee is approximately equal to 0.011 U.S. dollars and
0.012 euros as of August 2020.

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45 References
Preferred content on online media platforms in India in 2019, by category
Preferred OTT content India 2019 by category

Description
Source and methodology information
In 2019, approximately 30 percent of the surveyed over-the-top (OTT) application users in India opted for full
Source(s) KPMG length movies or films as the preferred content. Additionally, conventional media categories such as movies and
related music content, dominated the content preference of the users, accounting for approximately 50 percent
Conducted by KPMG
of the consumed media content.
Survey period 2019

Region(s) India

Number of respondents 1,458

Age group n.a.

Special characteristics n.a.

Published by KPMG

Publication date September 2019

Original source Unravelling the digital media consumer, page 17

Website URL visit the website

Notes: n.a.

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46 References
Leading over-the-top (OTT) media investors for original content in India in 2017 (in billion Indian
rupees)*
Investments for original content by OTT players India 2017

Description
Source and methodology information
Hotstar was the leading investor with 40 billion Indian rupees for original content among other OTT players in
Source(s) BCG; Ovum India in 2017. The Star India Limited's streaming platform secured the digital rights to stream the Indian premier
League until 2022. The next major OTT investor in original content was Netflix with six billion rupees invested in
Conducted by Ovum; BCG
the market that year.
Survey period 2017

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by BCG

Publication date November 2018

Original source Entertainment goes online - A $5 billion opportunity, page 10

Website URL visit the website

Notes: Note: One Indian rupee is equal to approximately 0,014 U.S. dollars and
0,012 euros (as of January 2019). *Estimates.

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47 References
Ranking of video streaming apps across India in 2019
Ranking of video streaming apps in India 2019

Description
Source and methodology information
Hotstar was the leading video streaming app across India in 2019, with 29 percent. The Star India Private
Source(s) Quartz; Website (Kalagato) Limited-owned OTT provider kept the top spot in recent years, thanks in part to the right to broadcast the Indian
Premier League every year. In 2020, it was renamed Disney+ Hotstar - owned by The Walt Disney Company
Conducted by Website (Kalagato)
India and operated by Star India. Jio TV ranked second during the measured time period, at 23 percent, with
Survey period 2019 Amazon Prime Video at third place.

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Quartz

Publication date August 2019

Original source theatlas.com

Website URL visit the website

Notes: n.a.

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48 References
Disney+'s average monthly revenue per paying subscriber worldwide from 1st quarter 2021 to 1st
quarter 2021 (in U.S. dollars)
Disney+ ARPU worldwide 2021

Description
Source and methodology information
In the first quarter of 2021, Disney Plus (stylized as Disney+) reportedly generated an average monthly revenue
Source(s) Walt Disney of 4.03 U.S. dollars per paying subscriber. This marks a decrease from the 4.52 dollars recorded for the fourth
quarter of 2020. Disney noted in its Q4 2020 report that the average monthly revenue per paid subscriber for
Conducted by Walt Disney
Disney+ Hotstar, which launched on April 3, 2020 and was included in the company's latest report, is notably
Survey period December 2019 to January 2021 lower than the revenue per subscriber generated from users in North America and Europe.

Region(s) Worldwide

Number of respondents n.a.

Age group n.a.

Special characteristics fiscal year ends late September/early October of the corresponding
calendar year

Published by Walt Disney

Publication date February 2021

Original source The Walt Disney Company Q1 2021 Results, page 5

Website URL visit the website

Notes: Includes subscribers to the bundle, which offers Disney+, Hulu, and
ESPN+. A subscription bundle is considered a paid subscriber for each
service in the bundle. As of the company's Q3 2020 report, results also
include data for Disney+ Hotstar in India, which launched on April 3, 2020.

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49 References
Revenue of Hotstar in financial year 2019, by type (in billion Indian rupees)
Hotstar revenue FY 2019 by source

Description
Source and methodology information
Hotstar, a video streaming platform based in India reported a revenue of over eleven billion Indian rupees for
Source(s) Website (techcircle.in) financial year 2019. A large sum of this revenue came from India, although revenue from United States
increased over 400 percent compared to the previous year. Other than traditional entertainment shows, Hotstar
Conducted by Website (Novi Digital Entertainment)
streams live sports events, including the Indian Premier League .
Survey period FY 2019

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Website (techcircle.in)

Publication date November 2019

Original source techcircle.in

Website URL visit the website

Notes: India's financial year begins in April and ends in March. For example, FY
2019 started in April 2018 and ended in March 2019. One Indian rupee
was equal to 0.014 euros and 0.013 U.S. dollars as of March 2020.
Values have been rounded.

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50 References
Netflix user engagement levels across India in 2019
Netflix user engagement levels in India 2019

Description
Source and methodology information
In a survey regarding OTT video content platforms in 2019, 39 percent of the respondents across the nation
Source(s) Counterpoint Research stated that they spent between three to nine hours per week on Netflix. Netflix is a popular video streaming
platform which launched its operations in 2016 across India.
Conducted by Counterpoint Research

Survey period 2019

Region(s) India

Number of respondents 4,000+

Age group n.a.

Special characteristics OTT users across 25 major cities.

Published by Counterpoint Research

Publication date June 2019

Original source counterpoint.com

Website URL visit the website

Notes: Specific date of survey was not mentioned by the source.

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51 References
Share of web original shows on SonyLIV across India in 2019, by genre
Share of original web shows SonyLIV 2019 by genre

Description
Source and methodology information
Of SonyLIV's original content in 2019, comedy had the largest share on the platform, followed by drama and
Source(s) MICA; Website (SonyLIV) then romance. The platform has been creating more original content in Gujarati and Marathi languages in order
to build on regional viewership.
Conducted by Website (SonyLIV)

Survey period 2019

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by MICA

Publication date November 2019

Original source Indian OTT platforms, page 52

Website URL visit the website

Notes: n.a.

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52 References
Number of unique visitors on Amazon Prime Video in India from April 2017 to March 2019 (in
millions)
Number of unique visitors on Amazon Prime Video India 2017-2019

Description
Source and methodology information
In March 2019, Amazon Prime Video had over 23 million unique visitors in India, a significant increase from the
Source(s) comScore; MICA previous year. The global player had partnerships with Yash Raj Films, Dharma Productions, and T-Series.
Conducted by comScore

Survey period April 2017 to March 2019

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics across multiple platforms.

Published by MICA

Publication date November 2019

Original source Indian OTT platforms, page 60

Website URL visit the website

Notes: Values have been rounded.

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53 References
Number of unique visitors on ALTBalaji across India from April 2017 to March 2019 (in millions)
Number of unique visitors on ALTBalaji 2017-2019

Description
Source and methodology information
In March 2019, ALTBalaji had nearly 4.5 million unique visitors across all platforms. This was nearly equal to the
Source(s) comScore; MICA figures from the previous month. Owned by Balaji Telefilms Limited, led by Ektaa Kapoor, ALTBalaji had over 13
million paid subscribers.
Conducted by comScore

Survey period April 2017 to March 2019

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics across multiple platforms.

Published by MICA

Publication date November 2019

Original source Indian OTT platforms, page 85

Website URL visit the website

Notes: Values have been rounded.

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54 References
Ranking of the number of Youtube users by country 2020 (in millions)
Youtube user worldwide 2020, by country

Description
Source and methodology information
This statistic shows a ranking of the estimated worldwide number of Youtube users in 2020, differentiated by
Source(s) Statista country. The user numbers have been estimated by taking into account company filings or press material,
secondary research, app downloads and traffic data. They refer to the average monthly active users over the
Conducted by Statista
period.. The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of
Survey period 2019 primary and secondary indicators on the macro-economic, demographic and technological environment in up to
150 countries and regions worldwide. All indicators are sourced from international and national statistical offices,
Region(s) Worldwide trade associations and the trade press and they are processed to generate comparable data sets (see
supplementary notes under details for more information). The shown data are an excerpt of Statista's Key
Number of respondents n.a. Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic,
demographic and technological environment in up to 150 countries and regions worldwide. All indicators are
Age group n.a.
sourced from international and national statistical offices, trade associations and the trade press and they are
Special characteristics All values are estimates. processed to generate comparable data sets (see supplementary notes under details for more information).

Published by Statista

Publication date January 2021

Original source Key Market Indicators

Website URL visit the website

Notes: The shown forecasts represent a blend of multiple input datasets from
both internal (primary) and external (secondary) sources. Whereas
primary data are generated via Statista's own surveys like the Global
Consumer Survey , secondary input datasets are mostly sourced from
international institutions [...] For more information visit our Website

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55 References
Forecast of the number of Youtube users in India from 2017 to 2025 (in millions)
Youtube users in India 2017-2025

Description
Source and methodology information
In 2021, YouTube's user base in India amounts to approximately 388.1 million users. The number of YouTube
Source(s) Statista users in India is projected to reach 590.3 million users by 2025. User figures have been estimated by taking into
account company filings or press material, secondary research, app downloads and traffic data. They refer to the
Conducted by Statista
average monthly active users over the period. The shown data are an excerpt of Statista's Key Market Indicators
Survey period 2017-2019 (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and
technological environment in up to 150 countries and regions worldwide. All indicators are sourced from
Region(s) India international and national statistical offices, trade associations and the trade press and they are processed to
generate comparable data sets (see supplementary notes under details for more information).
Number of respondents n.a.

Age group n.a.

Special characteristics All values are estimates.

Published by Statista

Publication date January 2021

Original source Key Market Indicators

Website URL visit the website

Notes: The shown forecasts represent a blend of multiple input datasets from
both internal (primary) and external (secondary) sources. Whereas
primary data are generated via Statista's own surveys like the Global
Consumer Survey , secondary input datasets are mostly sourced from
international institutions [...] For more information visit our Website

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56 References
Share of YouTube in mobile social media market across India from April 2019 to April 2020
Share of YouTube in mobile social media market India 2019-2020

Description
Source and methodology information
The video sharing platform YouTube had a share of around 2.53 percent in India's mobile social media market
Source(s) StatCounter as of April 2020. Although very popular in India, the platform had a lower share when it came to the mobile
market in the country. Facebook had the highest mobile social media market share that year.
Conducted by StatCounter

Survey period April 2019 to April 2020

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by StatCounter

Publication date May 2020

Original source gs.statcounter.com

Website URL visit the website

Notes: n.a.

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57 References
Most popular entertainment YouTube channels in India as of April 2020, by number of subscribers
(in billions)
Top ten entertainment YouTube channels in India 2020 by subscribers

Description
Source and methodology information
The most popular entertainment channel in India was T-Series, with approximately 92.5 billion subscribers on the
Source(s) Socialbakers video-sharing platform as of April 2020. Zee Music Company had the second-largest audience of over 22.3
billion subscribers on the platform at that time.
Conducted by Socialbakers

Survey period as of April 2020

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Socialbakers

Publication date May 2020

Original source socialbakers.com

Website URL visit the website

Notes: Release date is date of access. Figures have been rounded.

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58 References
Most popular YouTube channels in India as of April 2020, by number of uploaded video views (in
billions)
Top ten YouTube channels in India 2020 by number of views

Description
Source and methodology information
Rihanna boasts of more than 14 billion video views on her YouTube channel. Taylor Swift leveraged her with
Source(s) Socialbakers more than 18 billion video views. The Brazilian screenwriter and director, with the stage name of Canal KondZilla
beat them both with over 27 billion video views. But none of them came close to an Indian record label and film
Conducted by Socialbakers
production company called T-Series that slashed all competition with more than 92 billion video views as of May
Survey period as of April 2020 2020. The phenomenal rise of T-Series Founded in 1983, T-Series was predominantly known for its Bollywood
music productions along with indi-pop music. After inching up the local music market in India, the company
Region(s) India gained prominence as a market leader by the mid 1990s. In order to cater to an increasingly growing internet
population in the country, T-Series joined YouTube in 2006. Today, the company`s YouTube channel has over
Number of respondents n.a. 134 million subscribers , with over 100 billion monthly views . Race for the top spot When looking at the most
viewed YouTube channels worldwide, music and entertainment seems to rule the roost. While T-Series held a
Age group n.a.
leading position, the children's content channel Cocomelon - Nursery Rhymes was a surprise second contender
Special characteristics n.a. with 2.32 billion channel views as on March 2020. Notably, three Indian companies featured in this list of the top
ten YouTube channels in terms of views, indicating a massive potential within the Indian social media market.
Published by Socialbakers

Publication date April 2020

Original source socialbakers.com

Website URL visit the website

Notes: Release date is date of access. Figures have been rounded.

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59 References
Most popular YouTube content creators across India in 2019, by number of views (in billions)
Leading YouTube content creators India 2019 by number of views

Description
Source and methodology information
In 2019, comedian and singer-songwriter Bhuvan Bam's BB Ki Vines had the highest views in India's YouTube
Source(s) MICA; afaqs!; Various sources (YouTube) world, making him the most popular YouTuber in the country. He is famous for being the first Indian individual to
cross ten million subscribers. Independent content creators had gained attention in India. As a free video-viewing
Conducted by afaqs!; Various sources (YouTube)
platform, it is the largest, easily accessible app in the country.
Survey period 2019

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by MICA

Publication date November 2019

Original source Indian OTT platforms, page 26

Website URL visit the website

Notes: n.a.

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60 References