Scatmag.com

August 2018

JANA REPORT FOR OTT APPS: Q-1 2018

Headquartered in Boston USA, Jana is the largest provider of subsidised internet access in emerging markets. Jana has announced findings from its latest Mobile Majority report, which takes a close look at the latest payment trends in emerging markets.

The research was conducted in India from January 1, 2018 through March 31, 2018, during which data around streaming app installs and usage was anonymously observed from users of Jana's mCent browser, which is integrated into the billing systems of 311 mobile operators worldwide.

Jana's report uses app installations as its yardstick.


FRAGMENTED INDIAN MARKET

There has been a recent explosion of over the top (OTT) players in India over the last few years.

There are more than 25 Indian Video OTT players, pointing that consolidation of major players is both inevitable and necessary to survive in a highly competitive environment that is expected to intensify.

The nascent Indian OTT video market is tiny. It is currently valued at $109 million and is expected to double to $218 million by 2020, according to a recent Deloitte report.


Doelitte Currently Values The Indian Video OTT Market At $ 109 M (₹ 730 Cr)




TOP INDIAN OTT

According to Jana's Mobile Majority report, for India in the Q-1 2018, Hotstar remains the most downloaded app, but has seen a 6.6% decline in app installs to 69.4% compared to 76% from 1 January.

Hotstar is controlled by 21st Century Fox and operates on the freemium model, offering VoD users some content free of charge, and some paid for by annual subscription.


Hotstar Has A 70% Market Share Of Video OTT


Sony Pictures Networks India's VoD app SonyLIV has more than doubled its app installs from 5.9% to 13%, ranking it number 2, of all Indian OTT platforms.

Voot at 10.7% ranked third.

Amazon (5%) and Netflix (1.4%) trailed by a wide margin.

YuppTV's share of app installs remained unchanged at 0.5%.


REGIONAL FOCUS

The study also revealed that Indian consumers have a strong preference for regional OTT.



MUSIC STREAMING

Jana's report also looks at the Indian music sector, valued at $180 million by Deloitte and set to grow to $270 million by 2020. This is Bigger than the Video OTT segment! Google Play Music remains by far the most downloaded service with almost 64% of music app installations.


Audio Streaming ($180 M) is almost double the Value Of Video OTT


Google Play Music commenced operations in India in 2016, and quickly became the dominant player with its subscription service launched in April 2017.

Jio Music had a share of 19.4% in January and Saavn 5.4%. After the recent buy out of Saavn by JIO, JIOSaavn's combined share rose 1.3% to 26.1%.

Gaana has a 4.6% share while Wynk has 3%, Hungama 1.3% & Shazam 1%.

"The merger of Saavn-Jio will be interesting to watch and could be a precursor to broader consolidation of Indian-based streaming providers banding together to fight against global tech giants like Google, Spotify, and Apple," said Jana founder and CEO Nathan Eagle. n