With the emergence and growing popularity of multiple digital platforms in India, the streaming giants are constantly entering new segments, rolling out various marketing strategies and experimenting with innovative content to grab the attention of the viewers. The OTT platforms kept releasing tempting offers on monthly/yearly plans and other initiatives to cater to the exact tastes of every customer.
Here’s how the sites have fared:
SVOD market shares in Q1 2022
While Netflix, Sony Liv and Alt Balaji all suffered market share declines, with -2 per cent, -2 per cent, and -1 per cent respectively, both Amazon Prime Video and Voot showed growth and increased by 2 per cent each.
Market share development in 2022
Disney+ Hotstar continues leading into 2022 with the highest market share in India, adding 2 per cent from last year, Amazon Prime Video also followed suit with the most growth (+3 per cent). Whereas, both Netflix and Sony Liv stumbled and suffered a 2 per cent market share loss by the end of Q1.
The data is provided JustWatch. JustWatch is an international streaming guide that helps over 20 million users per month to find something great to watch on sites like Netflix, Prime Video, Disney+ across 100 countries.