Untapped Opportunities: Exploring Indonesia’s OTT Platform Market Potential

The Indonesian OTT platform market is experiencing explosive growth. This upward trend is primarily driven by a surge in internet accessibility, coupled with a youthful demographic inclined toward technology, as well as a rising demand for on-demand video content.

This shift in media consumption habits presents many investment opportunities for those looking to capitalize on this dynamic and rapidly evolving market.

What is an OTT Platform?

“OTT” stands for “over-the-top,” and it refers to a technology that allows streamed content delivery through internet-connected devices. Unlike watching TV through cable or satellite providers, viewers can now watch videos on different devices anywhere and anytime they want.

Moreover, an OTT platform for content streaming involves video or audio played over the Internet. Content is typically classified into two main models: pay-to-access and free-to-access. While many OTT services operate on a subscription basis, some platforms utilize alternative monetization methods, such as advertising. 

For instance, these platforms may offer tiered packages, thereby allowing users to access content for free with advertisements, or alternatively, opt for an ad-free experience by paying.

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How Big is the OTT Market in Indonesia?

In 2020, the OTT platform market in Indonesia was valued at USD 870.35 million, with a projected surge to USD 16,386.82 million by 2031. This represents a compound annual growth rate (CAGR) of 31.3% from 2022 to 2031.

The solution segment emerged as the primary component in the Indonesia OTT market in 2020 and is expected to maintain its dominance until 2031. This sustained leadership is attributed to consumers’ escalating demand for innovative, over-the-top media-sharing solutions.

Concerning device types, smartphones commanded the Indonesia OTT market share in 2020 and are forecasted to retain their dominance until 2031. The substantial increase in smartphone usage for streaming OTT services is propelling the growth of this segment.

OTT Service Growth and Market Potential in Indonesia

According to a report by Allied Market Research titled “Indonesia OTT Market,” the market share of OTT services in Indonesia was valued at USD 870.35 million in 2020. It is estimated to reach USD 16,386.82 million by 2031, with a compound annual growth rate (CAGR) of 31.3% from 2022 to 2031.

Currently, OTT service providers offer their services mainly through mobile apps, aiming to provide customers with easy and convenient shopping experiences, online gaming, online payment, and banking services. 

The increasing use of smartphones and electronic devices is a significant factor driving the growth of the over-the-top market.

Moreover, factors such as higher customer income, the availability of low-cost smartphones, affordable high-speed internet, the growing number of internet users, and increased investments in communication network infrastructure contribute significantly to the growth of the OTT market in Indonesia.

Top OTT Platform Players in Indonesia

Indonesia OTT platform players consist of several aspects, as highlighted in the table below:

Aspects	Details
By component	Solution, Services
By devices type	Smartphones, Smart TV, Laptops, Desktops & Tablets, Gaming consoles, Set-top box, Other
By content type	Video, Audio/VoIP, Games, Communication, Other
Key market players	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, Viu, and others.

Investment Opportunities of the Indonesian OTT Market

Investors should consider the promising investment opportunities the Indonesia OTT market offers.

1. Existing Players

Investing in well-established OTT platforms with a solid reputation, large subscriber bases, and a wide range of content offers stability. Yet, these platforms typically have higher valuations and slower growth rates.

2. New Growing Platforms

You can identify promising OTT platforms experiencing growth, offer unique content and innovative technology, or focus on specific niches. 

Although investing in emerging platforms involves more risk, it also provides the potential for higher returns.

3. Content Production Agency

You can look into content production companies that supply content to OTT platforms. Seek out studios known for producing high-quality content that appeals to OTT viewers.

4. Tech Providers

Consider investing in companies that provide essential technologies and services to the OTT industry, such as streaming infrastructure, analytics platforms, and content delivery networks (CDNs).

Challenges to Start OTT Company in Indonesia

OTT players in Indonesia still face challenges. One of them is persuading the public to access paid content. Transitioning from free to paid content consumption requires a fundamental shift in consumer mindset and appreciation for high-quality and curated content. 

However, the future of OTT platforms in Indonesia is promising, especially with more players striving to attract customers by offering diverse and appealing content.

One of the most important strategies in developing the OTT market is to enhance accessibility for Indonesian society and increase their interest in subscribing to online streaming platforms. 

This means that the OTT market in Indonesia has its challenges and opportunities. Convincing users to subscribe, adapting marketing efforts, and understanding local market dynamics are crucial for the success of an OTT streaming service.

Unlock the Potential of Indonesia’s OTT Platform with InCorp

Indonesia’s OTT platform landscape is exploding, fueled by a massive internet user base and a growing demand for on-demand entertainment. Consequently, this presents a lucrative opportunity for investors seeking to capitalize on this dynamic sector.

InCorp Indonesia (an Ascentium Company) is your one-stop solution for hassle-free entry into Indonesia’s OTT market. We specialize in providing seamless solutions for company registration and investor KITAS services, ensuring a smooth and efficient setup process for your business in Indonesia. 

Take advantage of this golden opportunity. Contact InCorp today and let our experts guide you through the Indonesian OTT investment.