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May 2019

RURAL INDIA TAKES TO OTT


Thanks to JIO breaking all price barriers on broadband delivery to smart phones, India has emerged as the world's largest mobile data consumer. JIO alone has 280 million mobile customers. Our country has 525 million users consuming broadband on their phones. At an average, a SIM card-based Internet user consumed 8.74 GB per month.

43.3% of the Indian population receives internet services. 93.86% of the urban population & 23.87% of the rural population are on the 'net.


65% Video Consumption Is By Rural India







RURAL OTT

The video streaming market in India has exploded. Surprisingly, 65% of video consumption comes from rural India even though they represent only 24% of Indian internet users, says TV Ramachandran, President, Broadband India Forum (BIF).

"Unlike the common thought that urbanites are watching more content online, 65% video consumption is coming from the rural parts of the country thanks to cheap data plans, especially from Reliance Jio, and affordable smartphones. Those who cannot afford to buy a smart TV are now streaming OTT content on phones," Ramachandran told the press.

India has more than 32 major OTT platforms like Hotstar, ALT Balaji, Zee5, Voot, BigFlix, Sony LIV, Eros Now, as well as international giants like Netflix & Amazon Prime Video offering Indian content.

They are the most significant medium-term threat to the DTH & Cable TV STB.



OTT Will Soon Be The Prime Threat To Cable TV & DTH


OTT REVENUES

Global management consulting firm Boston Consulting Group (BCG) projects Indian OTT revenues of $5 billion by 2023.

As a reality check, TV revenues in 2018 were about $ 10 billion. n