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India to be top 10 on-demand TV revenue market by 2017: Study
MUMBAI: India will be a top 10 on-demand revenue market by 2017 with a size of $175 million, according to a new report from Digital TV Research.
On-demand TV revenues from movies and TV programmes (and excluding revenues from other sources such as sports and adult and also excluding SVOD packages) will reach $6 billion in 2017, up from $3.9 billion in 2011 and $2.3 billion in 2007.
The On-demand TV Revenue Forecasts report estimates that the US will contribute 30 per cent of the total with $1.8 billion in 2017. US provided 46 per cent of the 2007 total, according to the report.
Italy will be in second placed by 2017, doubling its revenues from its 2007 total. China ($550 million) will be third by 2017, rising from only $30 million in 2007.
From the $3.7 billion extra on-demand revenues to be added between 2007 and 2017, $1.2 billion will come from the Asia Pacific region and $1.0 billion from Western Europe. The US alone will add $750 million, followed by China ($520 million) and Italy ($327 million).
Digital cable will generate $2.74 billion in 2017 (or 46 per cent of the total), up from $1.61 billion recorded in 2011. The US will provide $944 million in 2017, with China second with $418 million.
DTH/DBS will remain the second largest contributor, with $1.7 billion in 2017. The US ($610 million) will again remain the leader. The UK will take second place, with $193 million.
IPTV on-demand revenues will overtake DTT in 2012 to become the third largest on-demand revenues platform. IPTV on-demand revenues will reach $946 million by 2017. `DTT on-demand revenues are mainly confined to Western Europe, especially Italy ($572 million by 2017).
By region, the US and Western Europe will still supply two-thirds of global on-demand TV revenues by 2017, although this proportion is down from three quarters in 2011. However, on-demand TV revenues will increase by 145 per cent in the Asia Pacific region over the same period to reach $1.38 billion in 2017. China will provide a lot of this growth, the study said.
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Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
