Indian OTT market size shrinks by 6 million between 2023 and 2024 January: Comscore

Delhi: India’s OTT market size has shrunk from 466 million unique visitors in 2023 to 460 million in 2024, according to Comscore’s latest report ‘The state of streaming OTT landscape: India’.

As per the report, the OTT penetration in India stands at 87.8% of the digital universe.

The report states that the battle between Hotstar and Jio Cinema looks like it's being fought with sporting events’ streaming rights as ammunition. “The potential merger will lead to a one-stop-shop for most sporting events for Indian viewers,” it added. 

On the other hand, Zee5 and SonyLiv seem to be using their entertainment content IP to attract viewers, as mentioned in the report. 

The report further highlighted that the reach of platforms doesn’t always translate into engagement. 

For example, YuppTV has the highest engagement after YouTube and 2.7x the engagement of the next closest competitor.

Access methods for OTTs

According to the report, MX Player has 76x more visitors on Mobile devices compared to desktops. MX Player and Zee5 are the most Mobile heavy streaming platforms.

Seasonal trends for the big 3 driven by sporting events 

The 2023 IPL helped Jio Cinema climb to a peak reach of 151 million Unique Visitors while the ICC CWC helped Hotstar to hit a peak of 191 million in Nov 2023.

State cluster index

Users from MP are 38% more likely to visit Hotstar compared to other properties on the internet. Jio cinema users have a strong affinity from users in Karnataka. They're 48% more likely to visit Jio Cinema compared to other internet properties. The North-Eastern state clusters have the least affinity for Hotstar and JioCinema.

Karnataka stands out with a 175% higher likelihood of using Zee5. Gujarat leads the way for SonyLiv with a 114% higher likelihood.