The Indian video landscape is experiencing rapid change, driven by the emergence of a strong mobile video culture, as a result of low-cost mobile data. The AVoD and SVoD markets are consequently booming, with leading players active in both simultaneously which drives monthly users and subsequent upsell into SVoD. Disney+ Hotstar is the leading example of this and gained 2 million paying subscribers per month between April (when Disney content was added to the service) and December. Netflix and Amazon continue to invest heavily in the market, as India becomes a key global battleground, but are a considerable margin behind Disney+ Hotstar.
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