Cisco India Blog

Delivering Video Experiences at the Speed of NOW

August 11, 2015

“Connected TVs and multiscreen devices are irrevocably altering TV viewing experiences. While consumers continue to embrace the bigger and sharper (HD and Ultra HD) TV screens at home, they are also streaming videos online for both original programming and for TV shows. Smartphones and other devices continue to broaden the shared TV viewing experience beyond the living room.”

From the time television came to existence the ecosystem has witnessed colossal transformation and the TV which introduced entertainment to our homes was reinvented with the introduction of OTT and digitization.

The cable and satellite sector is also experiencing a gradual change that has taken place over the last few years. One key reason is certainly the advent of advanced video solutions that have greatly improved the TV-watching experience both in the home and on the go across several devices. Advanced television viewing, connected TV ownership and multiscreen are already more prevalent in mature markets and India is set to leapfrog this change, a testimony of which is the recent deployment of the world’s first 4K encoders by Cisco, here in India.


For a better understanding of the dramatic shift in consumer data consumption habits, we refer to Cisco’s recent VNI findings, which show that the 1.1 billion networked devices already in existence are set to become 1.6 billion by 2019. This will also bring a significant change in the way video is consumed. We are likely to see enormous growth in the video industry and SPs are adapting to proliferation  of sophisticated devices, including tablets, smartphones and internet-enabled ultra-high definition (UHD) TVs. Accordingly, internet video traffic will grow seven-fold, a compound annual growth of 47% from 2014 to 2019. In the same period, mobile data traffic is predicted to grow 13-fold, a compound annual growth of 67%.

Of course, it is the internet in its various forms which has been the crucial game changer. It has allowed consumers in India to access all forms of video streaming, while mobile data has increased due to the upsurge in network devices and faster broadband speed. The introduction of budget smartphones in the Indian market has also prompted a data explosion in recent months. The next five years will see India’s internet video traffic grow seven-fold, a compound annual growth of 47%, while internet traffic will quadruple, and a compound annual growth of 33%.

Viewers are now tuning into, discussing, and sharing video on a variety of devices. This means a lot more stickiness, more engagement and a wealth of new opportunities for service providers to reach out to their subscribers wherever they may be. With this pace of change, it will be interesting to watch what the next five years will bring to the viewer – and to everyone in the cable and satellite industry.

For More Information – Read Cisco® Visual Networking Index™ Global Mobile Data Traffic Forecast for 2014 to 2019

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  1. Really hoping to see some major transformations in the video industry post the digitisation phases. As you say, the cable industry could be the catalyst to this revolution as it has always been, from the analogue TV days to now.