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November 2018 | The Boston Consulting Group
ENTERTAINMENT
GOES ONLINE
A $5 BILLION OPPORTUNITY
KANCHAN SAMTANI
GAURAV JINDAL
2 | Entertainment Goes Online—a $5 Billion opportunity
CONTENTS
3 EXECUTIVE SUMMARY
4 ONLINE VIDEO
Exponentially Growing Phenomenon in India and Globally
20 INDIAN CONSUMER GOING ONLINE FOR ENTERTAINMENT
Insights from Consumer Research
39 THE INTERNATIONAL OPPORTUNITY FOR INDIAN CONTENT
Serving the Indian Diaspora
43 REALISING THE OPPORTUNITY
Six-point Agenda for the Industry
49 APPENDIX
53 FOR FURTHER READING
54 NOTE TO THE READER
The Boston Consulting Group | 3
T
he past decade has seen a global transformation in how
consumers watch videos and listen to music. From the days of
terrestrial broadcast, social viewing of television to highly person-
alised, small screen consumption - the media industry is witnessing a
transformation like no other. The rate of change in the industry only
continues to accelerate, with hyper-competitive dynamics coming into
play in India.There are the traditional players, and a strong push
from global and more nimble companies to get into the OTT space. At
the same time, India’s appetite for entertainment continues to
increase as high speed broadband connectivity, ease of payment
options and availability of multiple platforms creates the right
environment for the consumers.
Powered by a first-of-its-kind consumer survey, this report seeks to ad-
dress the changing Indian consumer, learnings from other global mar-
kets, niche areas such as internationalization, music and regional act-
ing as the key strategic imperatives and the agenda which can drive
success in a market with a potential for $5 billion.
EXECUTIVE SUMMARY。