According to a recent report published by Allied Market Research, titled, “Indonesia OTT Market by Component, Device Type, Content Type, Revenue Model, User Type, and Industry Vertical: Opportunity Analysis and Industry Forecast, 2020-2027,” The Indonesia OTT market size was valued at $360.00 million in 2019, and is projected to reach at $4,450.61 million by 2027, growing at a CAGR of 33.1% from 2020 to 2027.
The growth of the Indonesia OTT Market is driven by factors such as rise in popularity of direct carrier billing in the over-the-top market and rise in subscription of over-the-top videos (SVoD) in Indonesia. In addition, economical charges of OTT services and high internet speed further boosts growth of the market. However, challenges in consumer engagement and rise in piracy of digital streaming ecosystem hinder the Indonesia OTT market growth. On the contrary, shift in focus toward the generation of local content and integration of advanced technologies such as machine learning and artificial intelligence in OTT services are anticipated to offer lucrative opportunities for the market.
In 2019, the Indonesia OTT market share was dominated by the solutions segment and is expected to maintain this trend during the forecast period. This is attributed to rise in demand for innovative over-the-top solutions for media sharing by consumers. Over-the-top streaming service providers allow users to directly transmit media anywhere at any time. However, the services segment is expected to witness highest growth as there has been an increase in adoption of services among end users, as they ensure effective functioning of software and platforms throughout the process. Moreover, increase in adoption of OTT software and platforms is expected to boost demand for these services.
Depending on device type, the smartphones segment dominated the Indonesia over-the-top market share in 2019, and is expected to continue this trend during the forecast period. The growth of the segment is attributed to increase in use of smartphones to stream OTT services. There is a potential market for larger screen smartphones in Indonesia. In addition, advent of affordable Android-based smartphones have democratized online gaming and brought gameplay to millions of smartphone users across the country.
Depending on content type, the video segment dominated the Indonesia over-the-top market share in 2019, and is expected to continue this trend during the forecast period as online video streaming is a more feasible option available for consumers with rapid commoditization of data and ongoing price wars. This has led to influx of various global, local, and independent platforms across Indonesia in the past year that focuses on capitalization in the market.
The current estimation of 2027 is projected to be higher than pre-COVID-19 estimates. The COVID-19 outbreak had a positive impact on growth of the Indonesia over-the-top market due to constant rise in demand for over-the-top services. This demand is mainly attributed to continuous growth in online communications services. In addition, use of online entertainment platforms is increasing remarkably through online gaming and over-the-top platforms. For instance, according to a survey by InMobi, the mobile marketing platform, 46% viewers are watching more online content. In addition, another consumer studies conducted by Hammerkopf stated that primetime OTT consumption of 10 pm to 12 am has moved to 7 pm onward due to the pandemic. Moreover, to cater to increase in OTT demands, platforms such as Amazon Prime Video have made a few of their shows free to watch.
Moreover, rise in in time spent on smartphones during the pandemic further drives growth of the Indonesia OTT market. For instance, according to the Media Partners Asia (MPA), total online video weekly streaming minutes on mobile grew 60% in aggregate across Indonesia, Malaysia, the Philippines, and Singapore between January 20 – April 11, 2020.
KEY FINDINGS OF THE STUDY
- By component, in 2019 the solutions segment dominated the Indonesia OTT Market size. However, the services segment is expected to exhibit significant growth during the forecast period.
- On the basis of device type, the smartphones segment accounted for the highest revenue in 2019.
- Depending on content type, in 2019, the video segment generated the highest revenue in Indonesia OTT Industry.
- On the basis of revenue model, the advertising segment accounted for the highest revenue in 2019, however, the subscription segment is expected to witness highest growth rate in the forecasted period.
- On the basis of user type, the commercial segment accounted for the highest revenue in 2019, however, the personal segment is expected to witness highest growth rate in the forecasted period.
- Depending on the end user, the media & entertainment segment accounted for the highest revenue in 2019, however, the E-commerce segment is expected to witness highest growth rate in the forecasted period.
Some of the key Indonesia OTT industry players profiled in the report include Amazon Prime Video, CatchPlay, Iflix, Mola TV, PT. Media Nusantara Citra Tbk. (MNC Media), Netflix Indonesia, PT Telekomunikasi Selular (Telkomsel), PT. Telekomunikasi Indonesia, Tbk (Telkom Indonesia), Vidio.com, and Viu. This study includes Indonesia OTT market trends, Indonesia OTT Market analysis, and future estimations to determine the imminent investment pockets.