India's online video industry generated an estimated $1.4 billion in 2020

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We have witnessed, video marketing trends shifted since the arrival of COVID-19? Organizations around the world are faced with new, unprecedented challenges including finding new ways to produce engaging media, develop innovative marketing strategies, and reach diverse audiences. Captioning and video content has become essential not only for marketing campaigns, but also for educating, sharing information, collaborating, entertaining, and socializing. India’s online video industry generated an estimated $1.4 billion (€1.1bn) in revenue in 2020 with advertising contributing 64 per cent and subscription 36 per cent.

80% of consumers have engaged with more digital content since the COVID-19 outbreak than they did before. While there are close to 60 platforms operating in the market, the top five platforms – YouTube, Disney+ Hotstar, Netflix, Amazon Prime Video and Facebook – accounted for a combined 85 per cent share of total revenues in 2020.

India OTT content investment reached $700 million in 2020 as both domestic and global platforms are investing in India’s burgeoning SVoD opportunity. With budgets for originals and local acquisitions trending upwards, OTT content costs are projected grow at a CAGR of 18 per cent between 2020-25 to reach $1.6 billion. Video has and will continue to take over the content creation realm. Considering this upward trend, investment in captioning and marketing of videos has incredible value for future marketing success. By 2022, an estimated 82% of all content creation will be video .

With commercial rollout of 5G expected to begin in 2021, India’s mobile broadband penetration is forecast to grow steadily to 66 per cent by 2025. India’s fixed broadband market is projected to grow at a CAGR of 18 per cent between 2020-25 to reach 45 million subscribers with more than 82 per cent of subscribers through fibre. With the infrastructure upgrades, consumers are identifying new uses for the expanded broadband capacity including work from home, education from home, video conferencing, as well as online video streaming. Alliances and partnerships are emerging which facilitate the sale of VoD and data bundling packages. Jio has collaborated with all leading platforms, while Airtel has tied-up with Amazon Prime Video and Zee5 for its fixed broadband offering.