Connect with us

Specials

2022 was a mixed bag for OTT

Published

on

Mumbai: Over the last few years, India’s over the top (OTT) media services sector has more than doubled in size. According to the Ormax OTT Audience Sizing Report 2022, the Indian OTT audience universe now stands at 424 million people. In India, 119 million of these are active paid OTT subscriptions and increased by 20 per cent between 2021 and 2022. As per the Ormax Media Report, three out of 10 Indians watched online videos at least once in the last month.

The Deloitte Report, states that the OTT market will grow at a CAGR of 20 per cent over the next decade, generating a staggering $13 billion-$15 billion in 10 years. According to a 2022 report, Indian subscriber numbers will grow at a 17 per cent CAGR to 224 million by 2026, up from 102 million.

The Dentsu report, further adds, the ad-funded video platforms (AVoD) are set to overtake subscription channels (SVoD) with time, as major streaming platforms are adding ad-funded tiers.

Also read: Revisiting OTT’s top-level movements in 2022

According to Elara Capital senior vice president Karan Taurani, the new-age content platforms have undergone a 30-40 per cent erosion in ad revenues. The FMCG and auto sectors which are the largest advertisers are seeing a lot of inflationary pressures, which is impacting their growth. Therefore, most advertisers are cutting their marketing costs. 

Advertisement

He says that the festival period typically sees 13-14 per cent growth in advertising revenue for most content platforms as well as TV channels, but this time around the festive ad revenue bump up has just been six to eight per cent.

The OTT platforms are seeing a dip in advertising revenues not only in India but also globally, there has also been a dip in subscription revenues. This has made the platforms rethink their content acquisition as well as create fresh content. The acquisition cost across all platforms stands at 80 per cent of the overall cost.

Most platforms decided to go slow on most projects and decided to greenlight tried and tested content genres. The days of experimenting with new content and content writers took a back seat, platforms were happy to go to marquee producers who had a legacy of producing good content.

MX Player business head – SVOD & business partnerships Abhishek Joshi opines, “OTT platforms as a whole have continued their steep growth curve this past year as well. From an estimated 85 million subscriptions in 2021 we have reached 100 million subscriptions by the end of 2022. Some latest reports even go as far as to say that the number is close to 120 million subscriptions with a paying user on average accounting for 2.5 subscriptions.”

He added, “The overall OTT market is estimated to be worth three billion dollars in India which is driven by around 400 million unique users, a majority of which are still AVOD consumers. Almost all the major players in the space have realised the potential of AVOD and the emergence of hybrid models is a testament to that. From pioneering digital native brands that were early adopters to established brands in the current scenario, we have seen AdEx grow substantially on OTT over the past few years.”

Advertisement

Joshi goes on, “We as an industry know the importance of looking beyond the metros as one-third of our subscriptions are from the top six metros but the metros only account for around 10 per cent of our overall universe. To tap into the remaining universe, hybrid models will be the torchbearers. All of the aforementioned goes hand in hand with quality content and the ever-improving tech stacks.”

He states, “Content investments have been steadily growing at a 15-20 per cent CAGR over the past couple of years and we see the same trend continuing with an increasing flavour of regional content moving ahead. As you go deeper into the country, you realise the importance of regional content to grow the overall OTT pie and that is why it is expected that regional content consumption will account for more than half the overall watch time on OTT platforms by 2025 from an estimated 30 per cent back in 2019. In closing notes, it’s still an early dawn in the OTT space and it will just get brighter from this point forth.”

Today more and more advertisers are looking at some form of integration in OTT content, and that spend has been growing steadily, as most urban households have become cord-cutters and OTT is the only form of entertainment. Advertising in OTT also targets the brand’s TG exclusively and the ROI for an advertiser increases. There are an estimated 0.5 million cord-cutters in India at present however reports estimate 13 million households cutting the cord by 2026. This trend has been fully utilized by TV manufacturers as there is a demand for smart TVs, major players in this market are Samsung, Haier, TCL, etc.

This year also saw a slowdown in the global economy due to the war; many new-age companies who spent heavily on digital platforms held back their spending and we may also see slower growth in the first quarter of FY ’23. Under the current economic headwinds, the ad market is estimated to grow by six to eight per cent in FY’23. In FY’22 the ad spending on digital was 53 per cent of the overall spending. 

Along with the established players like Netflix, Amazon Prime, Disney+Hotsatar, Sony Liv, and ZEE5, there are a plethora of regional players catering to specific regions and languages. The public broadcaster in India, DD India, signed an MoU with Yupp TV, an OTT platform that serves as a gateway for consumers of television, to increase the DD India channel’s global reach. The Ministry of Information and Broadcasting claims that this is an effort to promote Indian culture and values around the world as well as present India’s viewpoint on major international happenings.

Advertisement

There is a debate on what works in the OTT sector, AVoD or SVoD? India is a price-sensitive nation and everyone wants a bang for the buck, realising that the big players in the OTT segment are now offering reasonable pricing to woo subscribers. The regional market is gaining popularity among viewers, and the local players are now facing competition with the big players. Most players in the segment are offering packages as cheap as Rs 199 and even global players like Netflix are actively looking to go AVOD. 

Despite the dominance of the big players in the OTT platform space, aggregated OTT services like TATA Play Binge, OTTplay, Watcho, and ScreenHits have experienced exponential growth in 2022. Most of these aggregators are now bundling the various platforms and giving their subscribers better offers. This month NxtDigital launched NxtPlay with 3, 00,000 hours of OTT content.

Regulations

TRAI for the first time has incorporated OTT into the telecommunication services in the Telecommunication Bill 2022, which was created by the Telecom Regulatory Authority of India (TRAI). The Internet and Mobile Association of India (IAMAI) asserts that India has promoted the development of both traditional and over-the-top (OTT) service providers, as seen by the rapid expansion of the digital economy. 

A suitable legal framework for the operational features of OTT communication services was the main goal of the proposed act. It is implied that OTT players will also have to pay a license fee by including them in the scope of telecom licensing.

Advertisement

Telecom companies were among the first to provide an aggregated OTT service. They have bundled various offerings with their mobile tariff plans to attract smartphone users. The market is now flooded with app-based aggregators, DTH operators, and even OTT platforms.

Movies and Series that have worked in 2022

Hindi movies like Code Name: Tiranga, Qala, Chup Raksha Bandhan,  Govinda Naam Mera, Maja Maa, Darlings, Laal Singh Chaddha, and Good Luck Jerry worked. Films like Gargi, KGF-2, Vikram, RRR, Karthikeya 2, Jana Gana Mana, and Kantara were well received not only by regional audiences but also by Hindi-speaking audiences. And, as is customary, both Bollywood and South films made their debut on various OTT platforms. 

Series like Human, Apharan Season 2, Abhay Season 3, Mai, Dharavi Bank, Panchayat season 2, Suzhal: The Vortex, Criminal Justice Season 3, Four More Shots Please season 3, Khakhi, Rocket Boys, Tamil Rockers, Mukhbir did well in 2022. The fourth season of Stranger Things became quite popular in 2022. Manifest, Delhi Crime Season 2, Mismatched season 2, and Never Have I Ever Season 3 were also factors in Netflix becoming the most-watched platform in 2022.

Sports

Advertisement

As per a report published by the CII, KPMG, and the Indian Broadcasting and Digital Foundation (IBDF), digital sports broadcasting revenues will increase from the current Rs 1,540 crore to Rs 4,360 crore in FY26. Broadcaster-owned and independent streaming services like Disney+Hotstar, JioCinema, SonyLiv, and Amazon Prime Video signed up big-ticket as well as other sports properties to grow their subscriber bases. 

Disney Star retained ICC TV rights for India till 2027. It recorded a 31 per cent jump in viewership during T20 World Cup 2022. The digital rights for IPL were bagged by Viacom18 sports for a whopping amount of Rs 23,758 Cr and the TV rights were retained by Disney Star. Amazon Prime Video also had ad-supported cricket live streaming of the India v/s New Zealand Men’s Series 2022. 

JioCinema is the new entrant and 32 million tuned in to JioCinema on the final day of the FIFA World Cup Qatar 2022 and throughout the tournament over 110 million viewers consumed the content on digital. The big ticket for them this year would be IPL 2023.

Awards

Indiantelevision.com organised the Indian Telly Streaming awards 2022 to celebrate the content and talent on the OTT platforms; OTTplay Awards 2022 also concluded last year. Filmfare also organised a special OTT Awards 2022 last month.   

Advertisement

With users spending seven hours daily on their smartphones, digital platforms have a good engagement rate and per their convenience. The days of appointment viewing are still there in certain pockets but due to the advent of digital platforms, there is a shift. The rate of transition to digital platforms shows no signs of slowing.

Continue Reading
Advertisement
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Budget

Decoding Budget 2026’s impact with CNBC-Awaaz’s Anuj Singhal

Published

on

MUMBAI: Anuj Singhal, managing editor at CNBC- AWAAZ and CNBC BAJAR, operates at the sharp end of India’s business news ecosystem. With over two decades in business journalism, he has earned credibility for decoding policy, markets and macro trends for millions of Hindi-speaking investors. Equal parts newsroom leader and market analyst, he shapes editorial direction while anchoring flagship shows that break down the economy, politics and corporate India in real time.

Known for cutting through jargon and hype, Singhal blends data, discipline and clarity — a mix that has made him one of the most trusted voices in Hindi business news.

In this interaction, he discusses the Union Budget, trade deals, newsroom strategy and what truly moves markets and ratings.

• What was the single most market-moving announcement in this Budget, and why?
The most market-moving element was the clear commitment to fiscal consolidation without compromising capex. The glide path on fiscal deficit reassured bond markets and foreign investors, while sustained public investment kept growth expectations intact. That balance removed a big overhang for both equities and debt.

• Do you see this Budget as growth-oriented, fiscally cautious, or politically calibrated?
This Budget is growth-led but fiscally disciplined. It avoids overt populism, stays within macro guardrails, and prioritises medium-term competitiveness over short-term optics. Politically, it is restrained; economically, it is deliberate. The message is clear: stability over spectacle.

Advertisement

• How is CNBC-AWAAZ programming different, especially in decoding trade deal impact?
CNBC-AWAAZ goes beyond headline reaction. We translate policy into portfolio impact — sector by sector, stock by stock.

On trade agreements, our focus is on:
-Earnings visibility
-Export competitiveness
-Currency implications
-Margin sustainability

We don’t treat trade deals as political milestones. We decode them as profit-and-loss events for corporate India and map them to FY earnings trajectories.

• Which sectors look like clear winners and laggards over the next 12–18 months?
The next 12–18 months favour sectors aligned with structural spending and supply-side strengthening.

– Clear beneficiaries:
Capital goods and infrastructure
Manufacturing linked to export chains and PLI ecosystems
Power, defence, and logistics

Advertisement

– Relative laggards:
Consumption segments dependent on immediate demand revival
Businesses facing margin pressure from global volatility or pricing power erosion

This is not a momentum-driven market environment. It is execution-driven. Balance-sheet strength and order visibility will matter more than narrative.

• One headline to sum up this Budget 2026 for India Inc?
“Steady Hands, Long-Term Vision: A Budget That Rewards Discipline Over Drama”.

• What editorial filters do you apply before calling something ‘market-positive’ or ‘negative’?
We apply three structured filters:

– First: Earnings translation — does this materially change earnings visibility or cash flow outlook?
– Second: Time horizon — is the impact immediate, cyclical, or structural?
– Third: Valuation context — good news priced in or not.

Advertisement

If a policy doesn’t move earnings or risk perception, we don’t oversell it.

• How has business news consumption changed around big policy events?**
There has been a clear behavioural shift. They’re less interested in what was said, more in what it means for their money. There’s also a clear shift toward second-screen consumption, with digital platforms complementing live TV. The audience seeks sharper accountability. Viewers no longer accept broad optimism or pessimism — they want frameworks, numbers, and sector mapping.

• CNBC-AWAAZ decisively outperformed on Budget Day. What editorial and distribution choices mattered most?
Three deliberate strategic choices:

– Preparation depth:
We build scenarios months in advance — deficit ranges, sectoral incentives, tax calibrations — so we’re ready with analysis the moment numbers are announced.

– Language of impact:
We translate macro policy into investor-friendly Hindi without diluting complexity. That bridges accessibility and sophistication.

Advertisement

– Integrated distribution:
Television, YouTube, and digital platforms operate as one editorial grid, not parallel silos. This ensures continuity of narrative.We stayed analytical while others stayed reactive.

• How different is your YouTube audience from your TV audience?
The behavioural differences are subtle but important. TV audiences prioritise authority, structured debate, and context. YouTube audiences want speed, clarity, and actionable insights — often sharper, sometimes more opinionated. However, both share one expectation: accuracy. The format evolves; the trust benchmark does not.

• How do you retain viewers after the budget speech ends?
By shifting from announcements to implications.Retention comes from shifting the narrative from announcement to implication. We break down sectoral breakouts, stock-level impact, and what to do next. The speech is just the trigger; analysis is the destination.

• Is Budget Day your biggest traffic day?
It is one of the biggest — but more importantly, it is among the deepest in engagement. Viewers spend longer durations, revisit segments, and seek follow-up programming. That indicates behavioural trust, not just traffic.

• What’s the first thing you personally track on Budget Day — the speech or the markets?
The markets. They’re the fastest truth-teller. The speech explains intent; markets reveal interpretation.

Advertisement

• Your personal Budget-day ritual?
Early morning prep, minimal distractions, and once the speech begins, complete immersion. For me, Budget Day is less about reaction and more about reading between the lines.

• What drove your Budget-day ratings dominance, and how are Budget and trade deals shaping markets now?
Our dominance came from credibility, consistency, and clarity.
As for markets, both the Budget and recent trade deals are reinforcing a narrative of policy stability and global integration, which supports valuations even amid global volatility.

For Singhal, the market is the final judge. Policies can promise and speeches can persuade, but prices reveal what investors truly believe. As India’s investor class grows more informed and more demanding, business journalism is shifting from commentary to calibration. The premium is on clarity, context and credibility. In a landscape flooded with noise, the real edge lies in interpretation. In the end, the markets listen to numbers, not narratives , and Singhal’s craft is helping viewers tell the difference.

Continue Reading

Budget

What is the Tax Holiday announced by FM in Budget 2026?

Published

on

NEW DELHI: India has rolled out a long-dated tax break to tempt the world’s cloud and AI giants to plant their servers on Indian soil. The lure is simple and bold: base your data centres in India and your overseas cloud income can escape Indian tax until 2047.

A tax holiday, in essence, is a temporary exemption from certain taxes, used by governments to draw investment into priority sectors. It lowers early costs, improves returns and reduces risk for capital-heavy projects. In this case, the target is data centres, the backbone of artificial intelligence and digital services.

Under Budget 2026 proposals, foreign cloud companies can earn revenue from customers outside India without paying Indian tax, so long as those services are delivered through India-based data centres. Revenue from Indian users is excluded. That business must be routed through locally incorporated reseller entities and taxed in India.

An official statement said the proposal aims to “enable critical infrastructure and boost investment in data centres”, offering a tax holiday up to 2047 for foreign firms serving global markets via Indian facilities, while domestic sales are “taxed appropriately”.

The budget also offers a 15 per cent cost-plus safe harbour for Indian data centre operators serving related foreign companies, trimming transfer-pricing disputes and giving multinationals clearer guardrails on profit allocation.

Advertisement

The context is a global capacity crunch. AI workloads are soaring, power and land are tight in the United States and parts of Europe, and data centres are becoming strategic assets. India is pitching scale, skills and policy stability.

The money is already moving. Google has outlined a $15 billion investment in AI hubs and data centres after a $10 billion commitment in 2020. Microsoft plans $17.5 billion in AI and cloud expansion by 2029. Amazon has pledged another $35 billion by 2030, taking its planned India investment to about $75 billion.

Domestic groups are not sitting idle. Digital Connexion, backed by Reliance Industries, Brookfield Asset Management and Digital Realty Trust, plans an $11 billion, 1-gigawatt AI-focused campus in Andhra Pradesh. Adani Group has mapped out up to $5 billion alongside Google for AI data centre projects.

The push stretches beyond servers. A second phase of the India Semiconductor Mission targets equipment, materials and domestic chip intellectual property. Funding for the Electronics Components Manufacturing Scheme has risen to Rs 400 billion. Foreign equipment suppliers to bonded-zone electronics makers get a five-year tax break, while rare-earth corridors are planned to secure supply chains.

The strategy is blunt. Offer tax certainty, pull in capital, build digital muscle. If it works, the world’s data may increasingly be stored, processed and streamed from India. The holiday runs to 2047. The race to host the AI age has begun.

Advertisement
Continue Reading

Budget

Union budget 2026 bets big on AI, startups and clean manufacturing

Published

on

NEW DELHI: Union Budget 2026 marked a decisive shift towards building indigenous deep-tech capacity, decentralised startup growth and industrial efficiency, as finance minister Nirmala Sitharaman unveiled an “intelligence-first” strategy to power India’s next phase of economic expansion.

The budget prioritised operationalising the Anusandhan National Research Fund, rolling out capacity-building AI missions and scaling the Genesis programme, alongside a Rs 10,000 crore SME growth fund aimed at broadening access to capital beyond metro cities.

Technology founders across AI, consumer platforms and manufacturing welcomed the focus on patient capital for research and digital public infrastructure, saying it would strengthen domestic intellectual property and bridge the innovation gap between urban India and Bharat.

In renewable manufacturing, the government announced a historic rise in capital expenditure to Rs 12.2 lakh crore and rationalised duties on solar inputs to correct inverted duty structures. Industry leaders said the measures would cut logistics costs, boost domestic value addition and enhance the global competitiveness of Indian solar brands as new freight corridors reshape industrial supply chains.

Continue Reading
Advertisement CNN News18
Advertisement whatsapp
Advertisement ALL 3 Media
Advertisement Year Enders

Trending

Copyright © 2026 Indian Television Dot Com PVT LTD