India will be a top 10 on-demand revenue market by 2017, with a value of $175 million, according to the latest report from analyst firm Digital TV Research.
The On-demand TV Revenue Forecasts report estimates that on-demand TV revenues from movies and TV programmes will reach $6 billion in 2017, up from $3.9 billion in 2011 and $2.3 billion in 2007. The US will contribute 30% of the total with $1.8 billion in 2017, compared with 46% of the total in 2007.
Italy will be in second placed by 2017, doubling its revenues from its 2007 total. China ($550 million) will be third by 2017, rising from $30 million in 2007.
From the $3.7 billion extra on-demand revenues to be added between 2007 and 2017, $1.2 billion will come from the Asia Pacific region and $1 billion from Western Europe. The US alone will add $750 million, followed by China ($520 million) and Italy ($327 million).
The US and Western Europe will still supply two-thirds of global on-demand TV revenues by 2017, although this proportion is down from three quarters in 2011. However, on-demand TV revenues will increase by 145% in the Asia Pacific region over the same period to reach $1.38 billion in 2017. China will provide a lot of this growth, the study said.