Can OTT platforms displace cable TV and DTH?
Penetration of the television market in India is at 64 percent and is intensely competitive. Television networks such as Zee, Sun and Star continue to increase their programming hours, offer new content and TV shows in many genres. However, with cheaper internet and less expensive mobile data plans, more people are taking to watching video content online through mobile phones and tablets rather than on television. A recent KPMG-Eros Now report says nearly 87 percent of daily online video content is viewed through mobile phones. Over-the-top platforms such as Netflix, Amazon Prime, and Hotstar, are trying to gain more eyeballs to challenge traditional TV platforms ’ dominance, but this might not be as easy for them as it seems. Growing OTT market: Data consumption in India has increased 32 times in the last five years to 9.06 GB. The KPMG Eros Now report says that Indians, on an average, spend 70 minutes a day per person on video platforms. That’s 8.2 hours per week on OTT