Change of scene: global video streaming services battle it out in India

Over the last few years, India has witnessed an explosion in video streaming - mainly on mobile. A key factor has been the availability of cheap mobile data since 2016, when Reliance Jio started providing mobile data for as low as around $0.80 per GB. With affordable and improving connectivity, a large prospective customer base, rising household incomes (pre-Covid-19) and a well established media and entertainment ecosystem, India is at the heart of the plans of many global streaming services. Faced with slowing subscriber growth in the US and the lucrative Chinese market out of reach, success in India has become a priority for many.