Paid subscriptions on OTT platforms show signs of growth

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By Ashish Mitra --
Thursday, 17 Dec, 2020

On-demand video streaming platforms not only saw a number of new streaming platforms entering the field but also a surge of new viewers during lockdown especially women and small-town audiences. What is amazing is that some platforms have sustained that push even beyond the lockdown.

When Covid-19 shut down the box office, over-the-top (OTT) streaming platforms came to Bollywood’s rescue. In July, Sushant Singh Rajput-starrer Dil Bechara made the biggest opening ever on Disney+ Hotstar. This was just one of many success stories of web platforms this year.

An Industry and internet search data showed that viewership on OTT platforms indeed grew in April especially in smaller towns and cities. Though the early effect has not sustained for all platforms alike, but net viewership continues to be much higher than pre-pandemic months.

Paid subscriptions on OTT video platforms grew to Rs. 29 million by July, a jump of 31 per cent in just four months. This shows the latest estimate available with India Brand Equity Foundation. The increase was 5 million in April alone, the biggest for a single month.

Paid subscriptions on OTT platforms show signs of growth . On-demand video streaming platforms not only saw a number of new streaming platforms entering the field but also a surge of new viewers during lockdown especially women and small-town audiences. What is amazing is that some platforms have sustained that push even beyond the lockdown.

When Covid-19 shut down the box office, over-the-top (OTT) streaming platforms came to Bollywood’s rescue. In July, Sushant Singh Rajput-starrer Dil Bechara made the biggest opening ever on Disney+ Hotstar. This was just one of many success stories of web platforms this year.

An Industry and internet search data showed that viewership on OTT platforms indeed grew in April especially in smaller towns and cities. Though the early effect has not sustained for all platforms alike, but net viewership continues to be much higher than pre-pandemic months.

Paid subscriptions on OTT video platforms grew to Rs. 29 million by July, a jump of 31 per cent in just four months. This shows the latest estimate available with India Brand Equity Foundation. The increase was 5 million in April alone, the biggest for a single month.