The Indian SVoD market has been growing double-digits in the past few years, supported by the ongoing increase in mobile and broadband penetration, global platforms adjusting prices down to meet price-sensitive demand, along with the proliferation of ad-supported and mobileonly plans catering to country-specific consumption patterns. Over the outlook period, the SVoD sector is expected to continue to grow by 13% annually.
The Pay-TV base is continuously declining as both satellite and cable face significant pressure from streaming platforms. High mobile penetration and low price of the data in India created an environment where bundling with streaming services became ubiquitous as it stimulates high data consumption. At the same time, streaming platforms offer mobile-only plans, catering to a price-sensitive mobile-first Indian consumer base.