Cricket paywall, consolidation to drive subscription video on demand market in 2025
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A key growth catalyst could also be cricket moving behind a paywall, as it remains the primary driver of subscriptions, they said. If implemented, this shift could trigger a ripple effect across the over-the-top (OTT) segment, significantly boosting the SVOD base and encouraging deeper adoption of paid streaming services across diverse demographics.
For the past two years, live sports have been offered for free, but according to industry insiders, this strategy could see a change as Jio Star explores new subscription models for entertainment and sports content. Significantly, live sports included advertisements even when it was behind the paywall.
According to Media Partners Asia, the total SVOD subscriptions in the country dropped to 110 million in 2023 from 112 million in 2022, before sprinting to 125 million in 2024.
Ashish Pherwani, EY India media and entertainment leader, said SVOD continues to grow on the back of innovations in pricing, bundling, multi-language pan-India content fuelled by connected TV growth.
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