Streaming Surge: Broadband Paves the Way for Increased Video Consumption in India
Bain & Company expects online video in India to soar as broadband expands, devices get cheaper and platforms offer more short and long-form content.
The landscape of entertainment and media consumption in India is poised for a significant transformation, with online video consumption expected to soar in the coming years. According to a recent report by Bain & Company, the nation is on the brink of a digital revolution, with a surge in broadband penetration driving the proliferation of online video content.
The report attributes this growth to several factors, including: Broadband Expansion: The rapid growth of broadband infrastructure in urban and rural areas is a key driver.
- Internet service providers are investing in network expansion and advancements, making high-speed internet more widespread.
- This enables seamless video streaming with minimal buffering and interruptions.
Affordability Boost: The increasing affordability of smartphones and smart devices is democratising access to online video content.
Content Explosion: A wide variety of video streaming platforms offer diverse content libraries.
- Movies and TV shows
- Short-form videos
- Live streams
Two broad categories of online video consumption are:
- Short-Form Video Consumption
- Long-Form Video Consumption
The top 5 players in the SFV market—Moj (ShareChat), MX TakaTak (TimeGroup), Josh (Dailyhunt), Roposo (Glance), and Zili (Xiaomi)—account for 85% of monthly active users amongst SFV platforms. Meanwhile, the creator base for SFV is scaling in India.
The report’s findings are positive news for the Indian media and entertainment industries. Online video is a growing source of revenue for media companies, and the expected surge in consumption is likely to lead to increased investment in online video content. This, in turn, will benefit both viewers and content creators alike.
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