Over-the-top media services in India
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There are currently about 57 providers of over-the-top media services (OTT) in India, which distribute streaming media or Video on demand over the Internet. In fiscal year 2018, the OTT market in India was worth ₹2,150 crore. The streaming market in India is predicted to be worth $15 billion by 2030. Theatres have long been a great source of entertainment. Also, now with the rise of digital world, OTT platforms are becoming more popular.[1]
In India, Many producers choose to release their small-budget or B grade films directly on OTT platforms.[1]
Content regulation and legal action
In India, whether it is sex scenes or kiss scenes in films, both have always been a taboo and controversial subject among the people. The Hindu nationalist government also said, obscene and perverted materials had “no place in Indian culture.[2][3][4][5]
Many mainstream Indian actresses have also avoided glamour scenes and even set a no-kissing policy due to their cultural image.[6]
Regulation medium
- All the content released in cinema halls is regulated by CBFC.
- Indian Censor Board does not allow any kind of nudity and obscenity in Indian films.[7][8]
- All the content released on television is regulated by IBF under the I&B ministry.
- Indian television has the Strictest content code. In India, kissing scenes, lip-lock scenes, Bikini and small outfits are not allowed in Indian Television(TV) drama or serial.[9][10]
Content Controversy
Due to the absence of any rules and regulation regarding OTT content, many OTT providers were accused of showing nudity, vulgarity and obscenity and hurting Hindu religious sentiments in their shows.[11][12][13][14] Series which were the focus of controversy include Four More Shots Please!,[15] Tandav,[16] Paatal Lok,[17] Sacred Games,[18] Mirzapur[19] Lust stories franchise,[20] Rana naidu.[21] Thank you for coming,[22] and Annapoorani (2023).[23]
According to media reports, between 2018 and 2024, some OTT platforms emerged which started showing B grade low-budgeted softporn even porn in the form of web series. Both Supreme Court and Delhi High Court say that OTT regulation is necessity, as some OTT even showing Nudity.[24][25][26][27]
OTT regulation
- On 25 Feb 2021, Indian govt introduced Self-Regulation rules for OTT platforms to stop Obscene content and abusive language.
- On 19 March 2023, I&B minister Anurag Thakur said that, self regulation does not mean that OTT should show obscenity and nudity. The government is serious about increasing obscenity.[28][29]
- On 15 April 2023, I&B Secretary Apurva Chandra has said because of the government's soft-touch regulations on OTT industry have led to the creation of content that is undesirable and vulgar.[30]
- On 26 April 2023, MIB India said that if nudity and obscenity is seen on any OTT platform, strict action will be taken against it.[31]
- On 16 May 2023, Don't show obscene content, parliamentary panel told to Netflix and Amazon prime video.[32][33]
- On 20 June 2023, Govt has told Netflix, Disney+ Hotstar and all other streaming services that their content should be independently reviewed for obscenity and violence before being shown online.[34]
- On 18 July 2023, I&B minister said in a meeting with all OTT stakeholders that, Demeaning Indian culture will not be tolerated. OTT can't show vulgarity and nudity in the garb of ‘creative expression’.[35][36]
- On 22 August 2023, Indian government assured that it will bring rules and regulation to regulate Vulgar and obscene content on social media and OTT platforms.[37][38]
- On 10 November 2023, MIB India introduces the 'Broadcasting Service Regulation Bill', which included Programme code with Content Evaluation Committee(CEC) for every OTT platforms. Currently public consultation is ongoing till 15 January 2024.[39]
- The draft bill mandates that all OTT streaming platforms can only broadcast those web series or content, which will be duly certified by Content Evaluation Committee(CEC).[40]
Legal action
Currently OTT is regulated under the IT Rules 2021, which clearly stated that 'No content that is prohibited by law at the time being force can be published or transmitted'. MIB has continuously taking action on OTT platform, who has violating the IT Act 67A, which prevent Publishing and transmitting Obscene and sexually perverted materials.[41]
- Pornography in India is restricted and illegal in all form including print media, electronic media, and digital media (OTT).
- Several websites and OTT Platforms has been banned by the Cyber Crime Branch for streaming Pornographic and obscene content on their platform.[42][43]
- The owners of several OTT platforms on which Obscene content was streamed were arrested and all their bank accounts were also frozen.[44][45][46]
- On 27 June 2023, DPCGC took punitive action against Ullu for streaming Obscene content and asked them to remove all their explicit shows or remove all adult scenes within 15 days.[47][48]
Judicial opinion
- Supreme Court of India said that, OTT regulations is a necessity as some even showing nudity and pornography.[49][50]
- In March 2023, the Delhi High Court had said framing rules and regulations to regulate the content on social media and OTT platforms needs urgent attention.[51]
Criticism
IAMAI again pledges self-regulation for OTT platforms. Content creators and producers in India, as mentioned in the report, already face many challenges, including the multiplicity of legislation and forums for filing complaints. The study paper by The Dialogue Internet and IAMAI found that these challenges lead to compliance uncertainties, self-censorship, and unwarranted economic burden. A private association of current affairs and news television broadcasters has expressed strong reservations against the Draft Broadcasting Services (Regulation) Bill, 2023, which it warned would have a “chilling effect" on the freedom of speech and expression, News Broadcasters & Digital Association (NBDA) said in a submission to the information and broadcasting ministry.[52][53][54][55]
History and growth
The first dependent Indian OTT platform was BIGFlix, launched by Reliance Entertainment in 2008.[56] In 2010 Digivive launched India's first OTT mobile app called nexGTv, which provides access to both live TV and on–demand content. nexGTV is the first app to live–stream Indian Premier League matches on smart phones and did so during 2013 and 2014. The livestream of the IPL since 2015, when rights were won,[57] played an important role in the growth of another OTT platform, Hotstar (now Disney+ Hotstar) in India.[58][needs update] OTT gained significant momentum in India when both DittoTV (Zee) and Sony Liv were launched in the Indian market around 2013. Ditto TV was an aggregator platform containing shows across all media channels including Star, Sony, Viacom, Zee, etc.[citation needed]
Hotstar
Hotstar, (now Disney+ Hotstar), is the most subscribed–to OTT platform in India, owned by Star India as of July 2020, with around 300 million active users and over 350 million downloads.[59] According to Hotstar's India Watch Report 2018, 96% of watch time on Hotstar comes from videos longer than 20 minutes, while one–third of Hotstar subscribers watch television shows.[60] In 2019, Hotstar began investing ₹120 crore in generating original content such as "Hotstar Specials." 80% of the viewership on Hotstar comes from drama, movies and sports programs.[59] Hotstar has the exclusive streaming rights of IPL in India, which is one of the biggest sporting event in India.[61]
Netflix
American streaming service Netflix entered India in January 2016. In April 2017, it was registered as a limited liability partnership (LLP) and started commissioning content. It earned a net profit of ₹2020,000 (₹2.02 million) for fiscal year 2017. In fiscal year 2018, Netflix earned revenues of ₹580 million.[62] According to Morgan Stanley Research, Netflix had the highest average watch time of more than 120 minutes but viewer counts of around 20 million in July 2018.[60] As of 2018, Netflix has six million subscribers, of which 5–6% are paid members.[63]
India was not affected by Netflix's July 2018 increase in subscription rates for the US and Latin America. Netflix has stated its intent to invest ₹600 crore in the production of Indian original programming.[64] In late 2018, Netflix bought 150,000 square feet (14,000 m2) of office space in Bandra–Kurla Complex (BKC) in Mumbai as their head office. As of December 2018, Netflix has more than 40 employees in India.[62]
Netflix faces tough competition with other OTT platforms in India such as Amazon Prime Video and Disney+ Hotstar, each of which charge lower subscription rates than Netflix.[63]
Other OTT providers
AAO NXT, the first independent OTT platform that originated from Odisha, is a flagship product of Kaustav DreamWorks. Apart from the website, they also have application for Android mobiles and TVs. The content library of AAO NXT is unique in terms of originality of the content irrespective of the language. Short films, movies, and web series can be viewed in their original language along with English subtitles.
nexGTv is the flagship product of Digivive Services Pvt Ltd. Its app offers users entertainment across multiple devices. It streams over 200 live TV channels and on-demand content, including movies, TV Shows and videos. In 2015, nexGTv launched India's first mobile talent discovery platform, called SPOTLight, with director Imtiaz Ali. In 2016 nexGTV, launched its first original series In My City with Priyanka Chopra making her mobile series debut.
Sun NXT is an Indian video on demand service run by Sun TV Network. It was launched in June 2017, streaming in Tamil language and six other Launguages. The platform has more than 4,000 Tamil movies and 200 Tamil shows, as well as regional movies and shows.[65] Sun NXT also streams a large library of its own Sun TV shows and movies. In India Sun NXT launched its TV shows and movies also in Telugu, Malayalam, Kannada, Bengali and Marathi.
Amazon Prime Video was launched in 2016. The platform has[when?] 2,300 titles available including 2,000 movies and about 400 shows. It has announced that it will invest ₹20 billion in creating original content in India. Besides English, Prime Video is available in six Indian languages as of December 2018.[66] Amazon India launched Amazon Prime Music in February 2018.[67]
Neestream is a streaming media service owned by NeST Technologies Corp., which is part of the US-based JKH Holdings. It is the first OTT platform targeting the global Malayalee diaspora.[68] In the aftermath of the COVID pandemic and the subsequent lockdown, OTT platforms had become the only avenue for film releases, redefining the movie watching experience for several viewers.[69]
Single-language OTT sites, like Aha Video in Telugu[70][71] is the first time that the platform is diversifying into another language, while CityShor.TV in Gujarati, Neestream in Malayalam, Hoichoi in Bengali and Planet Marathi in Marathi are streaming movies and shows for people in those languages.[72]
Eros Now, an OTT platform launched by Eros International, has the most content among the OTT providers in India, including over 12,000 films, 100,000 music tracks and albums, and 100 TV shows. Eros Now was named the Best OTT Platform of the Year 2019 at the British Asian Media Awards.[when?] It has 211.5 million registered users and 36.2 million paying subscribers as of September 2020.[73]
Apart from these, Balaji Telefilms–owned ALTBalaji and Viacom 18–owned Voot are popular because of the unique content they provide. Reliance Jio–owned JioCinema and JioTV, Times Group–owned MX Player, and Asianet Satellite Communications- owned Asianet Mobile TV are other OTT service providers in India.[citation needed]
Hoichoi is the first dedicated regional–language OTT service in India. It has launched 30 new shows and 12 original films in Bengali and has acquired about 200 Bengali films and dubbed content from English, Hindi and Arabic. In 2018 it entered Bangladesh as well as the United Arab Emirates, adding a prospective customer base of 180 million.[66]
In June 2017, Sun TV Network launched their Sun NXT regional OTT service in Telugu, Tamil, Malayalam, Bengali and Kannada.[74]
In February 2020, Aha OTT platform was launched, broadcasting exclusively Telugu content.[75]
In 2021, Planet Marathi OTT became the first OTT platform dedicated to Marathi content in India, including web-series, films, music, theater, fiction and non-fiction reality shows. It is available for both Android and iOS mobile devices along with Android TV and Amazon Fire TV devices. Bollywood actress Madhuri Dixit helped launch the platform.[76][77]
With rising interest for Korean dramas, Rakuten Viki saw its biggest jump of web traffic from India in 2020 due to COVID-19 lockdown, which lead to ad localization on the platform.[78][79][80]
The OTT market in fiscal year 2020 was estimated to be worth $1.7 billion.[81][82]
SonyLIV and ZEE5
In December 2021, Sony and Zee announced their merger, and announced plans to merge their OTT platforms.[83]The merger was called off.[84]
OTT services launched as Amazon Prime video channels
The list is by alphabetical order, not by rank or popularity.
| Name | Parent | Active years | Languages | Notes/Ref. |
|---|---|---|---|---|
| Acorn TV | RLJ Entertainment, Inc. | 2011–present | English | [85] |
| AMC+ | AMC Networks | 2020–present | English | [85] |
| ShortsTV | Shorts International Ltd | 2006–present | English | [86] |
List of OTT platforms in India
The list is by alphabetical order, not by rank or popularity.
| Name | Parent | Active years | Languages | Notes/Ref. |
|---|---|---|---|---|
| AAO NXT | Kaustav DreamWorks | 2019–present | Odia, Bengali, Hindi | [87] |
| Addatimes | Surinder Films | 2016–present | Bengali | |
| Aha | Arha Media & Broadcasting Pvt. Ltd. | 2020–present | Telugu, Tamil | [88] |
| ALTBalaji | Balaji Telefilms | 2017–present | Bhojpuri, Hindi, Tamil | [89] |
| Amazon Prime Video | Amazon | 2016–present | Marathi, English, Hindi, Tamil, Telugu, Bengali, Malayalam, Kannada, Odia, Punjabi, Gujarati | [90][91] |
| Apple TV+ | Apple Inc | 2019–present | English, Hindi | [92] |
| Arre | UDigital | 2015–present | Hindi, English | [93] |
| Asianet Mobile TV | Asianet Satellite Communications | 2015–present | Malayalam, Tamil, Kannada, Telugu, Hindi | |
| BIGFlix | Reliance Entertainment | 2008–2022 | Hindi, Tamil, Telugu, Bengali, Marathi | India's first movie on demand service[56] |
| Crunchyroll | Sony | 2006–present | English, Chinese, Arabic, Hindi, Castillian, Italian, Japanese, Spanish, Portuguese, German, French and Russian | [citation needed] |
| Dangal Play | Enterr10 Television Network | 2022–present | Hindi, Bhojpuri, Bengali | Only for Entertainment content |
| Discovery+ | Warner Bros. Discovery | 2020–present | Hindi, English, Tamil, Telugu, Malayalam, Kannada, Bengali and Marathi | [citation needed] |
| Disney+ Hotstar | Star India (The Walt Disney Company India) | 2015–present | Hindi, English, Tamil, Marathi, Telugu, Malayalam, Bengali, Kannada, Odia | India's most subscribed OTT platform[94][failed verification][95] |
| dittoTV | Zee Entertainment Enterprises | 2012–2018 | English, Hindi, Tamil, Kannada, Telugu, Malayalam, Marathi, Gujarati, Punjabi and Bengali | Dissolved and Integrated into Zee5 |
| Eros Now | Eros International | 2015–present | Hindi, Bengali, Marathi, Tamil, Telugu, Punjabi | Titled as 'Best OTT Platform of the Year 2019' at the British Asian Media Awards[96] |
| ETV Win | ETV Network | 2019–present | Telugu | |
| Hayu | NBCUniversal | 2016–present | English | [97] |
| Hoichoi | Shree Venkatesh Films | 2017–present | Bengali, Bhojpuri, Hindi | Bengali Content |
| Hooq | Sony Pictures, Warner Bros. and Singtel | 2015–2020 | English | Dissolved in 2020[98] |
| Hungama Play | Hungama Digital Media Entertainment | 2015–present | Bhojpuri, Hindi, English, Tamil, Telugu | [99] |
| JioTV | Jio Platforms | 2016–present | Assamese, Bengali, Bhojpuri, English, French, Gujarati, Hindi, Kannada, Malayalam, Marathi, Nepali, Odia, Punjabi, Tamil, Telugu, Urdu | Only available for Jio Subscribers[100] |
| JioCinema | Jio Platforms | 2016–present | English, Hindi, Tamil, Marathi, Telugu, Bengali, Malayalam, Kannada, Odia, Punjabi, Gujarati | Now available to all irrespective of network[100] |
| Kanccha Lannka | Akshay Parija | 2021–present | Odia | [101] |
| Klikk | Angel Television Private Limited | 2020–present | Bengali | Bengali Content |
| Lionsgate Play | Lionsgate | 2020–present | English, Hindi, Tamil, Telugu, Marathi, Bengali, Kannada, Malayalam | [102] |
| ManoramaMAX | Malayala Manorama TV Ltd. | 2019–present | Malayalam | Malayalam content[103] |
| Mask TV | Weltretter Projects and Consultants Pvt. Ltd. | 2022–present | Hindi, English, Tamil, Telugu, Bhojpuri | [104] |
| Mubi | Mubi Inc. | 2019–present | English, Hindi, Tamil, Marathi, Telugu, Bengali, Malayalam, Kannada | [105][106][107] |
| MX Player | Times Internet | 2018–present | Bhojpuri, Hindi, Tamil, Telugu, Marathi, Bengali, Malayalam, Kannada, Punjabi, Odia, Gujarati, English | [108] |
| Netflix | Netflix Inc. | 2015–present | English, Hindi, Tamil, Marathi, Telugu, Bengali, Malayalam, Kannada | [109] |
| Niri9 | Niri Media OPC Private Limited | 2020–present | Assamese, Hindi, Bengali | [110] |
| OHO Gujarati | OHO Gujarati | 2021–present | Gujarati | Gujarati Content |
| Planet Marathi | Planet Marathi | 2021–present | Marathi | Marathi Content[111] |
| Platform8 | Channel Eight Virtual Estudios Limited | 2021–present | Bengali | Bengali Content |
| Quibi | Independent | 2018–2020 | English | Dissolved 2020 |
| ShemarooMe | Shemaroo Entertainment | 2019–present | Hindi, Marathi, Tamil, Gujarati | [112] |
| SonyLIV | Culver Max Entertainment | 2013–present | Hindi, Telugu, English, Tamil, Marathi, Bengali, Malayalam, Kannada, Punjabi | [113][114] |
| Spuul | Independent | 2012–present | Hindi, Tamil, Telugu, English | |
| Stage | Independent | 2020–present | Haryanvi, Rajasthani | |
| Sun NXT | Sun Group | 2017–present | Tamil, Telugu, Malayalam, Kannada, Bengali and Marathi | |
| TarangPlus | Odisha Television Network | 2019–present | Odia | [115] |
| The Blunt | Dramashop Media Private Limited | 2020 – present | Hindi and English | [116] |
| TVFPlay | Contagious Online Media Network Private Limited | 2015–present | Hindi, Tamil, Telugu | [117] |
| Ullu App | Ullu App | 2018–present | Hindi | [118] |
| Ultra Jhakaas | Ultra Media & Entertainment | 2023–present | Marathi | Marathi content[119] |
| VCB Streaming Platform | PRODUCTIONS VIDEO COMIC BOOK | 2021–present | Hindi, English | |
| Viki | Rakuten | 2010–present | English | Web and mobile[120][121] |
| Viu | HK Television Entertainment | 2015–2021 | Hindi, Tamil, Telugu | [122] Stopped its services in India in 2021.[123] |
| Voot | Viacom 18 | 2016–2023 | English, Hindi, Telugu, Tamil, Marathi, Bengali, Malayalam, Kannada, Odia, Punjabi, Gujarati | [124] Merge With JioCinema |
| Vuclip | PCCW | 2008–present | Hindi, Tamil, Telugu | [125] |
| YuppTV | YuppTV | 2007–present | Hindi, Tamil, Telugu, Marathi, Kannada | [126] |
| ZEE5 | Zee Entertainment Enterprises | 2018–present | Bhojpuri, Hindi, Tamil, Telugu, Marathi, Bengali, Malayalam, Kannada, Punjabi, Odia, Gujarati, English | [127] |
List of podcast platforms in India
| Name | Free access | Selective streaming | Lossless (Hi-Fi) | Track download | Tracks (millions) | Active users (millions) | Paying users (millions) | First launched | Login required |
|---|---|---|---|---|---|---|---|---|---|
| Amazon Music | No | Yes | Yes[128] | Yes[129] | 50 (Unlimited), 2 (Prime Music)[130] | 16[131] | Yes | ||
| Apple Music | No | Yes | Yes | Yes | 60 | 60[132] | 60[133] | June 2015 | Yes |
| Gaana | Yes | Yes | No | Yes | Yes | ||||
| Hungama | Yes | Yes | No | Yes | Yes | ||||
| JioSaavn | Yes | Yes | No | Yes | 30[134] | 20[134] | Yes | ||
| SoundCloud | Yes | Yes | Partial | Limited | 200+[135] | 175[136] | No | ||
| Spotify | Yes | Yes | No | Yes | 50[137] | 289[138] | 130 | October 2008 | Yes |
| Wynk | Yes | Yes | No | Yes | Yes | ||||
| YouTube Music | Yes | Yes | No | Yes | 50[139] | November 2015 | No |
See also
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