| 31 March 2021
Aggressive pricing models and a pivot to mobile drove Netflix and Disney+ Hotstar to account for as much as 50% of all subscription video-on-demand accounts in India in 2020, according to Omdia’s latest 2021 Online Video Market and Consumer Trends Report.
The study showed that overall online video subscriptions revenue in the sub-continent grew by 142% in India in 2020 primarily due to the global pandemic, with subscription video revenues rising from $265 million in 2019 to $639 million at the end of 2020. Disney+ Hotstar and Netflix accounted for 78% of the total online video subscription market revenues.
Drilling deeper, the survey revealed that over the past year, Disney+ Hotstar tripled its subscriber base from 8 million to 25.6 million subscribers. Omdia attributed the growth partly to the bundling of Disney+ and Hotstar, as well as the postponement of the start of the 13th season of the Indian Premier League (IPL) from April to September and co