Hotstar, Amazon Prime, Sony LIV lead in India’s OTT usage as per survey

The survey conducted by Counterpoint shows 89% of OTT users in India are aged below 35, 55% are from Metros and 36% from Tier I cities

by exchange4media Staff
Published - Jun 21, 2019 11:59 AM Updated: Jun 21, 2019 11:59 AM
OTT

A survey conducted by industry analysis firm Counterpoint has put Hotstar on top of video streaming apps in India, say media reports.

While Hotstar ranks first as per the survey, Amazon Prime Video comes second, followed by SonyLIV and Netflix.  

“Production house-backed local OTT players, such as SonyLIV, Voot, Zee5, ErosNow, and ALTBalaji, are also competing with foreign players such as Amazon’s Prime Video and Netflix,” the report says.

News reports said more than 4,000 users from 25 cities took part in the survey.

As per the survey, 89 per cent of OTT users in India are aged below 35, and 79 per cent are men. A city-wise break up shows 55 per cent of the users are from the Metros and 36 per cent from Tier I cities. 

The survey also reveals that most of the users are in the salaried class, followed by students, businessmen and housewives. 
With respect to the mode of viewing, smartphones have emerged as the most common method.

The study says: “OTT platforms have struggled to register profits, creating an environment ripe for acquisitions or exits. Having said that, new players continue to enter the market as it is expected to record double-digit growth from subscription revenues during the next five years.”
Though the industry still depends on advertisements for revenues, the number of subscriptions is increasing significantly, it said.

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