India: Netflix, a video streaming major, has contracted a strategic partnership with Tata Sky, direct-to-home player, that will allow subscribers of both the services to access Netflix list through future Tata Sky platforms including television films, shows, documentaries, stand-up comedy series and kid’s entertainment.

Netflix, a video streaming major, claimed that the feature will be soon out in the coming months and will enable Tata Sky subscribers to use and access the entire Netflix catalogue in India.

Tata Sky CEO & MD, in an interview said that the partnership with Netflix will add another milestone and advantage to provide world-wide quality content On-Demand for the company’s subscribers and the company will now be able to provide extraordinary entertainment experience to all the subscribers.

However, the Business Development Head of the Netflix added that the partnership with the Tata Sky will bring great content under the same roof for all their customers with a great benefit for both the companies and the Tata Sky's customers will be able to effortlessly access and enjoy all the best entertainment they love in one place.

Besides this, Netflix has been growing its reach in India through businesses with telcos and TV distribution platforms. Netflix had also declared a strategic partnership with Airtel and Videocon d2h to fit in the Netflix app to the direct-to-home set-top boxes of both the companies. Videocon d2h had also joined a Netflix button on the remote control of its set-top box.

According to TechSci Research, for Tata Sky, such strategies partnerships will likely help the company to hold their customers who otherwise might cut the cable in favor of online streaming services since increasing customer inclination towards online audio and videos and increasing adoption of cloud computing is expected to propel the growth in India OTT market in the future. Some of the other factors that are likely to positively influence the market are content localization, expansion of online companies into premium video content market and rising government efforts towards fighting piracy and tackling copyright infringement issues. Some of the major players operating in India OTT video services market are Google India Private Limited, Amazon Seller Services Private Limited, Star India Private Limited, Sony Pictures Networks India Private Limited, Reliance Jio Infocomm Limited, Bharti Airtel Limited, Netflix Entertainment Services India LLP, Viacom18 Media Private Limited, ALT Digital Media Entertainment Limited, and Eros International Media Limited, among others.

According to the recently published report by TechSci Research, “India OTT Video Services Market By Streaming Type (Live Vs. Video-on-Demand), Competition Forecast & Opportunities, 2017 - 2023”, India OTT video services market is projected to with a CAGR of more than 30% during the forecast period. Robust market growth is anticipated because of rising adoption of smartphones, smart TVs and other handheld smart devices in the country. Moreover, increasing adoption of cloud computing, growing internet penetration and rising trend of Bring Your Own Device (BYOD) are anticipated to boost demand for OTT video services in the country over the next five years. Some of the other factors that are likely to positively influence the market are content localization, expansion of online companies into premium video content market and rising government efforts towards fighting piracy and tackling copyright infringement issues. 

Please follow our LinkedIn and Twitter pages to get live updates on market research insights and analysis.