The explosive growth of lockdown days is becoming a distant memory for streaming platforms. The number of subscription households may stay flat at 45 million in 2023, and paid subscriptions increase marginally from 99 million to 101 million, professional services network EY said in a report.
The current year is likely to see many subscribers shift from Disney+ Hotstar to JioCinema thanks to the Indian Premier League, or to other services since the tournament is streaming for free.
In most cases, over-the-top (OTT) platforms have saturated their audience base in metros. However, price drops are not expected, as ARPUs (average revenue per user) already remain low, though content spends will remain under control.
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