April 2017


OTT platforms like Netflix, Amazon prime & Hotstar are trying to provide easier access to their service for Indian consumers.


Indians are still reluctant to pay of OTT, especially when they receive hundreds of TV channels via Cable TV & DTH for a very low monthly subscription.

Industry estimates peg India's Video-On- Demand (VoD) market at nearly Rs. 1,400 crore, but subscription services are barely 2%.

Hotstar has a subscription-led service for premium users, but the bulk of its 200 million downloads have been on its subscription-free service.

Netflix and Amazon Prime Video are trying to charge content fees.

Amazon Prime is the cheapest of the 3 players with an annual introductory subscription of Rs. 499.

Netflix's monthly subscription varies from Rs. 500 to Rs. 800 per month, while Hotstar's pay services are offered for Rs. 199 a month.


A key to consumers adopting OTT to supplement their TV viewing, is to make OTT easily accessible.

In March, Netflix signed strategic agreements to make its services available on:

♣ Videocon d2h

♣ Vodafone Mobile

♣ Bharti Airtel DTH

"India is one of the most important and vibrant countries in the world and we are delighted to be teaming up with three of its leading companies to make it much easier for consumers to enjoy Netflix," said Netflix co-founder, CEO Reed Hastings.


Videocon d2h's new CISCO STBs include a separate Netflix button on the remote to directly access Netflix. For existing Videocon d2h customers, the new box will cost Rs. 2,490. New customers will have to pay Rs. 3,490 for the box.


Bharti Airtel will integrate the Netflix app into its DTH service.

"Airtel has been a pioneer in bringing the best of global content and products to its customers. We are delighted to partner Netflix to bring their popular content to our customer on one of our key digital platforms," said Bharti Airtel MD, CEO (India & South Asia) Gopal Vittal.


Netflix will partner with Vodafone on prepaid programs and will enable payment integration, allowing Vodafone customers in India to pay for their Netflix subscriptions via their monthly bill.

"We are proud to be the first mobile partner of Netflix in India and look forward to offering its rich content to further delight our millions of customers," said Vodafone India director commercial Sandeep Kataria. n