Growth in India’s OTT Market: Key Insights from the Ormax Report

Published by :Pratiksha Chavhan, Founder of Happylution Research

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According to the latest *Ormax OTT Audience Report 2024*, India’s OTT user base has reached a staggering 547 million. However, only 100 million of these users are paying subscribers. This highlights a significant challenge in monetizing the OTT audience. The report projects a 13.8% growth in the OTT consumer universe in 2024 compared to 2023, with this growth being predominantly driven by AVOD (Advertising-Based Video on Demand).

- Despite the vast number of users, the ratio of paying subscribers to total users is relatively low. This indicates a critical need for OTT platforms to enhance their subscription models and offer compelling content that justifies the cost for users.

- Growth in AVOD:The growth forecast of 13.8% is largely attributed to the rise in AVOD consumption. Users are increasingly opting for ad-supported content as a cost-effective alternative to subscription-based services.

- The shift towards AVOD suggests changing consumer preferences towards free content supported by advertisements. This could be influenced by economic factors, availability of affordable content options, and increasing content fatigue.

Strategic Implications:

1. OTT platforms must innovate their subscription models to appeal to a broader audience. This could involve introducing flexible pricing tiers, offering exclusive content, or providing enhanced user experiences that justify the subscription fee.

2. For advertisers and marketers, the rise of AVOD presents new opportunities for reaching audiences. Developing creative and engaging ad formats can help capture the attention of users who prefer free content.

3. Professionals in media and entertainment should adapt their communication strategies to align with current consumer trends. Emphasizing the benefits of AVOD and developing personalized engagement strategies can enhance brand visibility and connection with the audience.

Actionable Tips for Industry Professionals:

- Regularly update and diversify content to retain user interest and attract potential subscribers.

- Create innovative ad formats and integrate them seamlessly into AVOD platforms to enhance viewer engagement.

- Build a personal brand that resonates with current market trends and positions you as an industry leader. Showcase your expertise in navigating OTT market dynamics to attract potential clients and opportunities.

Stay ahead in the rapidly evolving OTT landscape with expert advice from Pratiksha Chavhan. As a growth advisor, communication strategy consultant, and personal branding coach, Pratiksha offers insights and strategies to help you thrive in the OTT market.

- Schedule a Consultation: Discover how you can leverage market trends to your advantage. Contact Pratiksha Chavhan for a personalized strategy session.

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Contact Information:

- Email: [email protected]

- LinkedIn: Pratiksha Chavhan

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For further details on the Ormax report and its implications, read the full article [here](https://www.campaignindia.in/article/only-100-million-of-indias-547-million-ott-users-are-paying-subscribers-ormax-r/497854).

Pratiksha Chavhan

Founder, Happylution Research

Growth Advisor | Communication Strategy Consultant | Personal Branding Coach