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Most popular video streaming services in India 2017

India is one of the fastest growing media and entertainment markets in the world. The video streaming industry across the south Asian country was expected to grow at rate of almost 22 percent compounded annually. Amongst the video streaming platforms, Hotstar had the leading share at about 70 percent subscriptions in 2017. The company also had the maximum share of app installations a year later.

Willingness and choice

An increasingly expanding range of devices and platforms has given the Indian consumer control over the type of content they want to watch on their preferred platform. The willingness to pay for stream-able or downloadable movies or TV shows across the nation was approximately 50 percent in 2018. As of this year, the YouTube channel BeingIndian, that comes under the comedy and humor genre, had the highest views.

Outlook for the industry

The streaming industry still has a long way to go before replacing the good old television viewership in India. Even though subscription-based streaming platforms are expected to flourish in the coming decade, they will find the challenge in overturning state-broadcaster Doordarshan with its free to air direct to home services, especially in rural India.

Share of consumers who subscribe to selected video streaming services in India as of February 2017

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Source

Release date

February 2017

Region

India

Survey time period

February 14 - 17, 2017

Number of respondents

503 respondents

Method of interview

Online survey

Supplementary notes

This question was phrased by the source as follows: "Which of the following video streaming services are you subscribed to? (Select all that apply)"

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