With 40% active users Hotstar rules OTT space in India, Jio TV grabs #2 slot: Kalagato

Star India-run Hotstar rules India's over-the-top (OTT) space with over 40 per cent of market share active users on its platform.

The number 2 slot was grabbed by Jio TV, which saw around 18 per cent of active users on its platform, according to a Kalagato report on OTT space.

Zee5 has about 15 per cent market share active users followed by Voot that claimed 11 per cent of the overall chunk. Whereas Netflix and Amazon Prime Video had little over 2 per cent of active users on their platforms.

Though, both the firms ranking improved in terms of session time by users to one spot each in comparison to last month position. Meanwhile, Netflix outscored all others in net promoter score, where one promoter recommend it to other about the platform, added the report.

In terms of national reach, Hotstar and Jio TV both had 30 per cent and 24 per cent respectively market share. JioTv non-metro reach has improved last month in comparison to metro reach.

"OTT demand in India is growing on the back of cheaper data and smartphones; the very concept of prime time is changing. Primetime is now when and where the user wants it. Rural audiences are driving demand. Notice the top 5 apps by session time all serve regional audiences. HotStars’ early investment in cricket has given it an edge" said Aman Kumar, Chief Business Officer, Kalagato to Entrackr.

Of late, broadcasters have been making quick efforts to seize the potential opportunity in the space by launching their own OTT platforms. The increasing penetration of low-cost smartphones and cheap data packs (triggered by Jio) are contributing to the rise of new digital media.

According to a BCG report, the market for OTT content will climb to $5 billion in India by 2023, from $0.5 billion in 2018. By that time, India will also have 650 million internet users of which half would come from the rural region.

In India, Star India-run Hotstar has been ruling the OTT space ever since its arrival three years ago. Through exclusive right with BCCI for broadcasting IPL and streaming entire portfolio of Star TV serial and originals, Hotstar has managed to hit the top line of Rs 571 crore this year.

Hotstar is reported to have around 7 lakh paid subscriptions till mid-July, according to corporate finance advisory Duff & Phelps. It aims to clock over 18 million subscribers by 2021.