An anonymous reader shares a report: As Netflix and Amazon search for new users abroad, they are increasingly looking to India as a big market. Once crippled by poor internet infrastructure and low household income, the world's second-largest internet market has exhibited tremendous potential in the recent years. It's proving, however, to be a tough nut to crack for the American streaming leaders. Leading the pack in the nation is Hotstar. Owned by Star India, which is controlled by Twenty-First Century Fox, Hotstar had about 70 percent of the on-demand local streaming services market earlier this year, according to estimates by research firm Jana. The three-and-a-half-year-old service has 150 million monthly active users, CEO Ajit Mohan told CNBC in an interview. Netflix, by contrast, has fewer than one million subscribers in the country, according to industry estimates. Once considered a luxury, an increasingly growing number of Indians are giving online streaming services a try. Companies have taken notice: More than 35 streaming services have launched or expanded their businesses in India in the last three and a half years, with many more planning to enter Bollywood soon. [...] Analysts say sporting events and local content are proving crucial in bringing new users to video platforms and then keeping them online, two areas where international giants are struggling. Hotstar, which offers much of its content to users at no charge (instead relying on ads to make revenue), charges $3 for its premium offering. In contrast, Netflix charges Indians about $8 a month. Sports streaming in particular is helping local firms gain new users, the report said. You might remember Hotstar, which entered the US and Canada markets, set a new global concurrent record in late April, and now it turns out SonyLiv is getting more concurrent viewers to the FIFA World Cup in India than Fox Sports is generating on its digital platform in the US.

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