When it comes to sitting back and relaxing in front of the latest movies and TV shows, it is fair to say that one word is often on many people’s lips – streaming.
Catching the latest hits when and how we want is part of life for a great number of people and, as any regular visitors to our site will know, exciting new releases are added to such platforms almost every week.
However, while we know film and TV streaming is popular, which services are people in India actually choosing to subscribe to? New research has sought to answer that question by providing a glimpse into where things stand right now.
Leading the way
Earlier this month, Quartz India reported on new data from the streaming guide JustWatch, which revealed that both Netflix and Amazon Prime Video are thought to be leading the way as India’s most popular video streaming services.
The research found that the two services both had a 20 percent market share in the second quarter of 2020, with Disney+ Hotstar trailing slightly behind with 17 percent. The site outlined how ZEE5 and Jio Cinema completed the top five with nine percent and seven percent respectively, while AltBalaji and SonyLIV both possessed a four percent market share.
The findings are perhaps not a major surprise considering the global reach that both Amazon and Netflix have. Netflix states that it has a presence in more than 190 countries, while it was widely reported just a few years ago that Amazon Prime Video could be accessed in more than 200 different regions.
JustWatch’s data has come at an interesting time in the world of film and TV streaming. It feels like an area that simply does not sit still, with fresh developments emerging all of the time. For example, earlier this year we reported on the launch of Voot Select, the second subscription-based streaming service to come from Viacom18. Discussing the issue back in January, Viacom18 Group CEO and MD Sudhanshu Vats mentioned how video on demand was the fastest-growing area in media at the moment.
In addition, sites such as The Logical Indian recently reported on the news that Netflix, Amazon Prime, Disney+ Hotstar, and a host of other brands mentioned in JustWatch’s data have signed up to a self-regulation code. It is thought that the platforms have agreed to monitor their own content in order to try and stop regulators from censoring it. It is also believed that the code includes a structure for age classification and access control tools.
Indeed, the world of video streaming is clearly very active at the moment, it is worth noting that streaming technology has become a talking point in many other areas as well.
Its use has been growing in many ways and it now has an impact on so many different things that we do. For example, music streaming is now a massive area and in August Music Ally revealed how Gaana has managed to add around 35 million monthly active users in the past six months. The platform now has a total of 185 million users and its success may be one reason why Tencent has reportedly increased its stake in the brand in recent weeks. Elsewhere in the music world, streamed gigs and live performances have been a growing trend across recent months. For example, BTS secured a Guinness World Record after 756,000 people watched a stream of one of their concerts in June.
Congratulations to @BTS_twt who have achieved a new @GWR title for ???? ??????? ??? ? ????? ??????? ???? ??????.
Bang Bang Con: The Live was watched by 756,000 fans in over 100 countries ?https://t.co/hkDKgtUxwa
— GuinnessWorldRecords (@GWR) July 22, 2020
Gaming is another area where streaming is becoming prevalent, with platforms like Xbox Game Pass cloud gaming and Google Stadia giving people the chance to stream games across a range of devices. On a related note, online casino brands have also embraced streaming with live casino experiences. Asiabet’s page on online casinos for Indian players highlights how many brands offer streaming services, which see real-life dealers host games including roulette, blackjack, and baccarat via a video link. As with the streaming industry, the online casino industry is competitive, with various offers available for customers. Live streaming may become an important aspect of this when building an enticing service.
The competition hots ups
Ultimately, it is clear that streaming has become hugely important across the entertainment world in the past few years. Developments in the film and TV streaming market are particularly interesting to follow and it will be fascinating to see whether the success of Netflix and Amazon Prime Video in India continues in the months ahead.
There are many different brands out there right now the competition is becoming fierce. This should hopefully mean better deals for customers.