According to TechSci Research report, “India Advertising Video on Demand Market –By Region, Competition, Opportunity & Forecast, 2029.” India’s large population, increasing internet penetration, and the widespread availability of affordable smartphones have contributed to the growth of the video on demand market in the country. AVOD platforms offer free access to content by generating revenue through advertisements. This model has gained traction in India due to the cost-sensitive nature of the market. The AVOD platforms generate revenue by displaying advertisements to users. The increasing popularity of these platforms attracted advertisers who saw the potential to reach a large and engaged audience. The advertisers are leveraging AVOD platforms to promote their products and services, and the revenue generated from advertising was a significant driver for the growth of AVOD platforms.
The advertising video on demand market provide opportunities for brand integration and native advertising within content. This approach allows brands to seamlessly integrate their products or services into the storyline of movies, TV shows, or web series. Native advertising, when done in a non-intrusive and organic manner, can enhance brand recognition and generate positive associations among viewers.
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The AVOD platforms offer advertisers cost-effective advertising solutions compared to traditional media channels like television. The advertisers can choose from various ad formats, such as pre-roll, mid-roll, and post-roll ads, allowing them to effectively communicate their brand message to a large and engaged audience. This cost-effectiveness makes AVOD platforms an attractive option for both established brands and emerging businesses with limited advertising budgets.
Pre-roll, mid-roll, and post-roll advertisements are different types of ad placements within the AVOD (advertising-based video on demand) market. The pre-roll advertisement is an advertisement that plays before the main video content begins. When a user selects a video to watch on an AVOD platform, a pre-roll ad is shown, typically ranging from a few seconds to a minute in duration. Pre-roll ads are commonly used in online video platforms and are like the commercials shown before movies in theaters or on television. They serve as an introduction to the main video content.
A mid-roll advertisement is an advertisement that plays during the middle of the video content. It interrupts the video and is inserted at a natural break or transition point within the content. Mid-roll ads can be more intrusive than pre-roll ads since they appear when the user is already engaged in watching the video.
A post-roll advertisement is an advertisement that plays after the main video content ends. Once the user has finished watching the video, a post-roll ad is shown as a continuation of the viewing experience. Post-roll ads are typically used when the AVOD platform doesn’t want to interrupt the viewing experience with mid-roll ads. They are placed strategically to capture the viewer’s attention at the end of the video when the user is still engaged.
The market has various segments, some of them are listed below:
Based on content the market is segmented into media & entertainment, education, and others (sports)). The media & entertainment will grow at faster rate due to availability of fast and reasonable price internet.
Based on region the market is segmented into north, west, south, and east.
Some of the key market players in the India advertising video on demand market include:
- Netflix Entertainment Services India LLP
- MX Media & Entertainment Pte. Ltd.
- Novi Digital Entertainment Private Limited (Disney + Hotstar)
- Zee Entertainment Enterprises Limited
- Amazon.com Services LLC
- Sony Pictures Networks India Pvt Ltd (Sony Liv)
- Alt Digital Media Entertainment Limited
- Viacom18 Media Private Limited (Voot)
- Eros Digital FZ LLC
- Discoveryplus Exim Services Private Limited
The AVOD platforms were focusing on catering to regional and vernacular language preferences in India. They were expanding their content libraries to include a wide range of regional content, allowing advertisers to reach specific regional audiences and tap into localized markets. The AVOD market in India is competitive, with several established players and new entrants vying for market share. Some of the popular AVOD platforms in India include MX Player, Zee5, Voot, and SonyLIV.
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“The India advertising video on demand market is expected to develop at a significant rate during the projected period, owing to factors such as, adoption of smart connected devices, rising internet penetration, and availability of diverse content. Additionally, AVOD platforms are partnering with brands and influencers to create branded content and collaborations, expanding AVOD market in India.” said Mr. Karan Chechi, Research Director with TechSci Research, a research-based global management consulting firm.
“India Advertising Video on Demand Market, By Type (Pre-Roll Advertisement, Mid-Roll Advertisement, and Post-Roll Advertisement), By Content (Media & Entertainment, Education, and Others (Sports)), By Region, Competition, Forecast and Opportunities, 2029”, has evaluated the future growth potential of India advertising video on demand market and provides statistics and information on market structure, size, share, and future growth. The report is intended to provide cutting-edge market intelligence and help decision makers take sound investment decisions. Besides, the report also identifies and analyzes the emerging trends along with essential drivers, challenges, and opportunities present in the India advertising video on demand market.
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