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India Pay-TV and OTT Video Market Analysis
In spite of these factors, this market is set to see extreme growth in several segments, notably STBs and OTT services.
This report presents the latest market developments, trends and forecasts for the pay-TV and over-the-top (OTT) video markets in India. Furthermore, it assesses the impact of key government regulations on each segment. The report also includes comprehensive analyses of the Indian STB market and its growth potential.
Each pay-TV segment is analyzed ‒ cable, satellite/DTH and IPTV in an in-depth manner, including the current market scenario, market trends and challenges for growth through 2017.
The OTT video landscape in India is presented and leading players in the industry are identified. Also discussed are the key drivers and challenges that shape the current and future outlook for OTT (and especially SVoD) in India.
Finally, the report focuses on the STB market in India. The digitization mandate is expected to create a huge demand for STBs in the coming years. The STB market share by type, high-definition (HD) vs. standard-definition (SD) STBs, domestic vs. international shipments and an overall forecast through 2017 is presented.
Introduction 6
The India Overview ‒ Impact of the Current Political and Business Environment on the Pay-TV Industry 7
The Indian Consumer: 7
The Ongoing Digitization Process (2012 – 2014) 9
Introduction 9
Under-reporting of Subscriber Numbers by Local Cable Operators (LCOs) 9
Discrepancy in Pricing Structure Due to Local Monopolies Enjoyed by LCOs and MSOs 9
Limited Capacity of the Analog System. 10
Impact of Digitization Across the Pay-TV Value Chain 10
Broadcasters 11
Multi-system Operators (MSOs) 11
Local Cable Operators (LCOs) 12
DTH Operators 12
Consumers 12
The Roadmap for Implementing Digitalization with Addressability in Cable TV Systems in India 13
Target Subscriber Base by Phase for Digitization. 13
Estimated Capital Expenditure on Digitization. 14
Phases 1 and 2 of Digitization 2012 – 2013: Conversion Achieved 16
Total Number of Digital TV Subscribers Post Phases 1 and 2. 17
Advantage DTH: 19
Phases 3 and 4 (2013 – 2014): Expectations and Challenges 20
The Post-Digitization Scenario 21
Expected Revenue Sharing Model – Cable TV. 21
Expected increase in the Average Revenue per User (ARPU) – Cable TV. 21
India Pay-TV Market ‒ 2012 through 2017 23
Overview ‒ The India Context 23
The History and Characteristics of Pay-TV in India. 23
TV Households and Pay-TV Subscribers 24
The Pay-TV Market (2012) 24
Cable TV 26
The Subscriber Base 2009 – 2012. 26
Market Share 2012. 28
Key Government Regulations, Trends and Challenges 29
Market Forecast ‒ Cable TV 2013 – 2017. 30
DTH 31
The Subscriber Base 2012. 31
DTH Market Share 2012. 32
Key Government Regulations, Trends and Challenges 34
Market Forecast ‒ DTH 2013 – 2017. 34
IPTV 35
The Current Market Size. 35
Key Government Regulations, Trends and Challenges 35
Market Forecast ‒ IPTV 2013 – 2017. 36
The OTT Video Market 37
The Current OTT Market Scenario in India 37
Market Share ‒ OTT SVoD 2012 38
OTT Market Potential 39
Broadband Subscriptions: 40
Cellular Subscriptions: 40
Households with Computers and Internet Access: 40
Smartphone Users: 40
3G Subscriptions and the expected 4G Roll Out:. 40
Key Trends and Challenges 41
Inefficient Internet Infrastructure: 42
Digital Literacy: 42
Video Piracy: 42
Market Forecast ‒ OTT SVoD 2013 – 2017 43
The Set-top Box Market 44
Set-top Box Market Overview 44
Market Share ‒ Cable, Satellite and IPTV Set-top Boxes 2012. 44
Market Share ‒ Domestic vs. International STB Vendors 2012. 44
Market Share ‒ Key Players 2012. 45
International vs. Domestic Shipments 2012. 46
High-definition (HD) Set-top Box vs. Standard-definition (SD) Set-top Boxes 2012. 47
Market Forecast 48
Set-top Box Installed Base 2013 – 2017. 48
Set-top Box Unit Shipment Forecast 2013 – 2017. 49
Final Thoughts 51
Research Methodology 52