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OTT Entertainment - Indian Consumer Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the OTT Entertainment - Indian Consumer market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

OTT players across the board are competing with attractive offers on subscription to lure consumers. As people remain glued to their smartphones, affordable prices make OTT platforms accessible. The launch of Netflix in India at INR 199 for mobile viewing was a huge hit, as this is one of the most sought-after platforms. MX player, launched with no subscription cost, is growing in popularity with 6% of consumers having accessed it.

All reports purchased from the Mintel Store now come with free access to our COVID-19 Global Insights Hub, allowing you to understand how industries and consumer behaviour is changing worldwide.


What does the COVID-19 Global Insights Hub give you access to?

  • Over 450 pieces of research (with more published each week) addressing markets across the globe.
  • Discover how people in countries at different stages of the crisis are adjusting to the 'new normal'.
  • Trending industries which have seen growth due to the changes in circumstance.
  • Our latest consumer research surveys, allowing you to see customers views right now.

Expert analysis from a specialist in the field

Written by Nidhi Sinha, a leading analyst in the Media sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Build on the growing popularity of streaming videos to push for new-age content alongside brand promotions. Nidhi Sinha
Head of Content

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What's included

What's included

Table of contents

Table of contents

  1. executive summary

    • Market context
    • Impact of COVID-19
    • Consumer insights
    • Opportunities
  2. key drivers

    • what consumers want and why

      • Which platforms are they watching?
      • [Graph] India: Consumption of OTT platforms, by gender, Dec 2019
      • [Graph] India: Consumption of OTT platforms, by employment status, Dec 2019
      • What are they watching?
      • [Graph] India: Content watched by those who have watched Bollywood movies, Dec 2019
      • [Graph] India: Content watched by those who have watched Hollywood movies, Dec 2019
      • [Graph] India: Content watched by those who have watched Hindi TV shows, Dec 2019
      • [Graph] India: Content watched by those who have watched News, Dec 2019
      • Why are they watching?
      • [Graph] India: Key reasons for streaming videos, by age and gender, Dec 2019
      • [Graph] India: Reasons for streaming videos, by city tier, Dec 2019
    • key launches and innovations

      • appendix

        About the report

        This report will tell you which major trends are impacting your market and how it changes according to the different regions and demographics across India. These trends are validated from our proprietary consumer data and market research. Our industry experts provide analysis and recommendations to help you identify opportunities and make better decisions faster. Access this report now and you’ll quickly understand:

        • The Consumer

          What They Want. Why They Want It.

        • The Innovations

          New Ideas. New Products. New Potential.

        • The Trends

          What’s Shaping Demand – Today And Tomorrow.

        • The Opportunities

          Where The White Space Is. How To Make It Yours.

        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

        Description