iWorld
Disney+ Hotstar & Netflix dominate India’s SVoD market: Omdia
MUMBAI: Now here’s further research confirming Netflix and Disney+ Hotstar’s dominance of the Indian streaming market. Research firm Omdia’s 2021 Online Video Market and Consumer Trends Report released on 31 March states that the two streaming giants accounted for 50 per cent of all subscription video on demand (SVoD) signups in India in 2020. This was on the back of the pandemic and nationwide lockdown which saw SVoD revenues spurt 142 per cent from $265 million to $639 million by end 2020. The duo accounted for 78 per cent of that final tally, meaning about $498.42 million.
While Disney+ Hotstar trebled its subscriber base from eight million to 25.6 million in 2020, Netflix nearly doubled its subs from 2.4 million in 2019 to 4.4 million in the same period. The Indian streamer’s growth partly came from the bundling of Disney+ and Hotstar, as well as the postponement of the start of the thirteenth season of the Indian Premier League (IPL) from April to September, as well as competitive pricing plans and exclusive rights to foreign content such as Game of Thrones.
One of the key factors for the growth of subscriptions for online video is the aggressive pricing models of both Disney+ Hotstar and Netflix, with the latter launching mobile only subscription packages in 2019, reflecting the Indian consumption habits. 82 per cent of online video services are accessed through smartphones with only 39 per cent accessing content through dedicated TV apps (data from Omdia’s 2020 consumer survey).
Disney+ Hotstar on the other hand offers three specific content packages. The VIP plan (Rs 399 per year) offers dubbed local languages while Premium (Rs 299 per month) offers both English and dubbed version of content. In terms of device access, the VIP plan only allows its subscribers to watch on one screen in HD while Premium allows subscribers to watch on two screens simultaneously in full HD.
By offering affordable streaming plans and partnering with large telcos such as Reliance Jio, Bharti Airtel and Vodafone India, Omdia expects that mobile-only subscriptions will continue to grow over the next couple of years. However, mobile-only subscriptions will face challenges from traditional pay TV services as pay TV services aggregate OTT video services with their core pay TV plans.
Whilst retaining premium rights to foreign titles and sporting events have contributed to significant growth in revenues and subscribers, over the past few years there has been an increased focus on investing in original Indian language content, Omdia noted.
In 2021, Amazon Prime and Netflix will continue their large investment in original Indian content, with the two major US services set to invest around $340 million, representing 52 per cent of the total investment in 2021. Omdia expects that close to 400 original titles (mostly series and films) will be produced in 2021 by the global and Indian OTT services.
Most of the investment being made is directed towards original content in Hindi, around 65 per cent of total spending, according to the Omdia report.
“The online video (OTT) market of India is steadily growing its foothold in every direction,” says Omdia principal analyst – TV & online video, consumer Constantinos Papavassilopoulos. “The Covid2019 pandemic accelerated the growth rate of an already dynamic and robust OTT market. The basic elements that will propel the market to further growth in the near future are already there: very affordable mobile broadband prices, high penetration of smart-phones, a population eager to consume more content, an ever-growing investment in Indian originals and a plethora of choices with more than 40 OTT services operating in the country.”
iWorld
Prime Video unveils biggest India originals slate yet
Nearly 55 titles across languages signal deeper push into films, series
MUMBAI: Prime Video is turning up the volume on Indian storytelling, unveiling its largest-ever Originals slate at the ‘Prime Video Presents’ showcase, with close to 55 series and films spanning languages, genres and formats.
The new lineup, which stretches across Hindi, Tamil and Telugu, signals a clear intent: go bigger, go wider, and meet audiences wherever they are watching, whether on streaming screens or in cinemas. Alongside Originals, the platform also announced a fresh theatrical slate under Amazon MGM Studios, marking a deeper step into the big-screen business.
Among the headline acts is The Revolutionaries, a large-scale drama from Nikkhil Advani starring Bhuvan Bam and Rohit Saraf. The slate also features Matka King with Vijay Varma, Raakh starring Ali Fazal and Sonali Bendre, and Lukkhe, which marks rapper King’s acting debut. Adding a genre twist is Vansh – The Kalyug Warriors, positioned as India’s first homegrown Hindi superhero series for streaming.
Familiar favourites are also making a return, with new seasons of Farzi, Panchayat, Call Me Bae, Dupahiya, Dahaad and The Traitors in the pipeline, reinforcing the platform’s bet on established franchises.
Regional storytelling gets a notable push. Highlights include a Telugu adaptation of The Traitors hosted by Teja Sajja, the drama Guvvala Cheruvu Ghat, and Tamil titles such as Exam and returning seasons of Vadhandhi and Inspector Rishi.
The slate also opens new creative partnerships. Hrithik Roshan’s HRX Films steps into streaming with Storm and Mess, while Alia Bhatt’s Eternal Sunshine Productions backs Don’t Be Shy. Production houses including Excel Entertainment, Tiger Baby Films and The Viral Fever further deepen the creative bench.
On the theatrical front, the platform is lining up five films, including Raftaar starring Rajkummar Rao and Keerthy Suresh, VIBE directed by Kunal Kemmu, Dilkashi with music by A. R. Rahman, Nayyi Navelli featuring Yami Gautam, and Kuku Ki Kundli starring Wamiqa Gabbi.
According to Prime Video India director and head of Svod business Shilangi Mukherji, India remains central to the platform’s global growth, ranking among its top markets for new subscribers. She noted that nearly two-thirds of users watch content in more than four languages, underlining a growing appetite for diverse storytelling.
Prime Video India director and head of originals Nikhil Madhok, said the new slate reflects a continued push towards bold, culturally rooted narratives with global appeal.
In short, Prime Video is not just adding titles, it is widening the lens. From small-town dramas to superhero sagas and cinema-ready spectacles, the message is simple: more stories, more voices, and far more ways to watch them.
