Sport Dominates as India’s Premium Streaming Market Recovers to Reach $1 Billion Half-Year Revenues, Says Report
variety.comPatrick Frater Asia Bureau Chief Revenues from India’s premium video-on-demand sector surged by 38% to generate $1.04 billion in the first half of this year, compared with $760 million in the first half of 2023.
Local content, especially live sports, were the dominant programming categories, across the country’s ad-supported (AVOD), freemium and paid subscription (SVOD) services, according to a new report.
Using data collected by the AMPD passive measurement system, consultancy firm Media Partners Asia, said that 8 trillion minutes of content were streamed in India between January and June.YouTube dominated the Indian streaming landscape, capturing 92% of all online video consumption, while premium platforms accounted for the remaining 8%.
Within that premium video segment, with its 645 billion minutes streamed, freemium platforms led with 92% segment viewing time share.
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