Mobile video apps gear up for the big fight

As popular over-the-top (OTT) video global brands such as Netflix, Hulu, HBO GO/Now and Amazon Prime eye India, an intense, early battle is underway to grab audiences. From Hotstar to Sony Liv, Ditto TV, Hungama, Vuclip, Eros Now, Spuul, Hooq, Indian audiences are already awash in choices. Just last month, US-based YuppTV, which was earlier providing internet television services in India, launched its video streaming mobile app in the country.

Come 2016, India's OTT video choices are set to surge even more with a number of players joining the race. On deck is Viacom18 Digital Ventures, the digital arm of Viacom18 – a joint venture between Viacom Inc and Mukesh Ambani-owned Network18 Media & Investments Ltd, with its online video streaming platform, Voot. Behind it is likely to be Balaji Telefilms Ltd, with ALT, via its digital subsidiary, ALT Digital Media Entertainment Ltd.

All the rush and fuss will be over what, Hong Kong-based media research firm Media Partners Asia (MPA) estimates is a Rs 1,000 crore (about $150 million) online video market in terms of revenue.

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