With the pandemic altering enterprise fashions and content material methods, we caught up with a few of India’s main OTT gamers to learn the way they fared in 2020 and what they plan to do subsequent.
As a part of Drum’s in-depth take a look at the way forward for tv, we take a look at viewership traits in India, one of many world’s most populous markets and residential to a thriving leisure business.
2020 was a giant 12 months for streaming providers in India. As viewers adapt to working from house and social distancing, viewing time and OTT consumption have elevated considerably. However along with being a 12 months of alternative, it was additionally a difficult 12 months resulting from manufacturing delays and congestion. Nevertheless, most gamers are involved concerning the development potential of OTT within the nation. Their pleasure is fueled by demand for high-quality, cinematically-valued native supply content material, in addition to a rising base of discerning prospects in search of elevated disposable earnings and a world-class expertise. Effectively, what are you ready for?
Amazon Prime Video
How was 2020?
In 2020, as customers search high-quality leisure from the protection and luxury of their properties and more and more gravitate in the direction of streaming video platforms, the world’s main participant has secured and launched the rights to twenty straight-to-digital movies in 5 Indian languages. , plus 8 Indian Amazon Authentic Collection. This meant spending much less cash on acquisitions and advertising and marketing, however Gaurav Gandhi, director and nation basic supervisor of Amazon Prime Video India, mentioned “it helped the model as a complete with viewership and membership development”.
With programming in 10 regional languages, it gives leisure choices to the nation’s various buyer base. In keeping with Gandhi, its viewers in India “covers greater than 4,300 cities and cities, making Prime Video the leisure alternative for each customers and creators.”
Gandhi made an attention-grabbing level concerning the distinctive journey of the Indian viewers. “In India, it is not an ‘or’ however a ‘and’. There’s development in each lounge viewing and cellular units. Viewership is rising, demand for native content material and international reveals and flicks is rising, and there is a rising demand for out-of-the-box, dub or The recognition of subtitled reveals and flicks is rising.”
Whereas prospects need privateness and individualization (which is enabled by way of their service profile), in addition they love shared experiences like Prime Video Watch Events, all of which make India one of the vital thrilling streaming markets on this planet. “.
How was 2020?
SonyLiv has been working in India for a number of years now, however in June 2020, it rebranded, launched a brand new UI/UX interface, and targeted on constructing a customized enterprise. Danish Khan, government vice chairman and enterprise head, Sony Leisure Tv and Sony Liv, mentioned: “The thought was to cater to the video streaming demand of the Indian viewers and provide a high quality product that mixes regional, worldwide and unique content material.”
The corporate has worldwide partnerships with SPE Movies, Lionsgate and iTV, permitting its subscribers to observe international reveals and fashionable sporting occasions (premium cricket, prime stay soccer, WWE, Australian Open, UFC, and many others.).
Apparently, amongst unique Indian content material, Greatest Present Rip-off 1992: The Harshad Mehta Story has grow to be one of the vital watched reveals on Indian OTT with a 9.4 score on IMBD, the very best and finest amongst all Indian reveals until date. 10 rated present worldwide.
“With 5.5 million subscribers up to now, SonyLiv continues to convey what we name ‘mind leisure’ to our prospects,” Khan mentioned.
Content material consumption on digital platforms will see exponential development in India, fueled by two distinct drivers, Khan mentioned. “These are the rising calls for for high-quality Indian language content material for prosperous Indian households worldwide, with social media and e-commerce platforms changing into prime promoting targets.”
How was 2020?
Claiming to be considered one of India’s largest OTT gamers with over 200 million day by day lively customers, MX provides unique and licensed content material to many non-primary TV customers. For Karan Bedi, CEO, MX Participant, “Tv content material is restricted to a selected viewers in India, a few of whom eat comparable content material on OTT. However an enormous new viewers that does not eat TV content material now makes use of OTT.”
We noticed this play final 12 months when giant numbers of recent viewers tuned in to OTT content material, he mentioned. OTT platforms have a big person base unfold throughout the nation and a mixture of content material in a number of geographies.
Present estimates put the overall OTT viewership in India between 300 million and 350 million, and Bedi predicts that quantity will develop to 700 million to 800 million within the subsequent few years. This development will result in large improvements in content material similar to codecs, genres and viewers segments, he mentioned.
As audiences develop, know-how will play an enormous position in concentrating on audiences with the content material they need to see, which could be very totally different from the linear world, he mentioned.
How was 2020?
Indian participant AltBalaji, a serious channel for mass viewers, has had a very good run. “Our concentrate on Indian originals has grown quickly over the previous 12 months as audiences hunt down related native content material and spend extra time on-line,” mentioned Divya Dixit, senior vice chairman of selling and income. “Our technique is to concentrate on creating Hindi originals, so we provide domestically related content material, breaking content material in addition to numerous unique collection,” he mentioned. Participant has labored laborious to maintain its UI/UX easy and user-friendly by together with voice search, one-click registration, and simple cost modules for retail and digital. It claims to cater to a month-to-month lively person base of over 9 million.
Going ahead, the model plans to develop new narratives for the audience within the 20-40 age group, with a particular concentrate on rising youth from small cities. “Alt’s content material lineup is geared in the direction of the Hindi backend, which accounts for 59% of the viewers on the app, which clearly reveals its place as a mass OTT,” mentioned Dixit. The model is seeing a rising feminine viewers within the digital ecosystem.
How was 2020?
Amidst all of the pivot discuss, Zee5 Chief Enterprise Officer Manish Kalra selected to be destructive when requested concerning the OTT participant’s turnaround technique. “We have completed greater than we have been doing anyway, however we have completed it with extra enthusiasm.” He believes Zee5 individuals ought to get new voices, cultures and views. “And that was the context of the model, so we could not roll into 2020.”
Most OTT gamers agree that OTT viewership is not a metro phenomenon, particularly in relation to ethnic variety like India. Considered one of India’s largest OTT gamers, Zee5’s viewers comes from throughout India, Kalra mentioned… “And we see the following wave of development coming from Tier 2 and Tier 3 cities which might be on the lookout for variety, unique content material and genres. .”
One other attention-grabbing development that has come out of the pandemic and its accompanying lockdown is the idea of hybrid movie releases on OTT. It additionally helps filmmakers make movies of all genres extra accessible and get extra consideration, particularly when cities are fighting the pandemic and film theaters stay closed.
From the tip of April to the start of Might, we’re taking an in-depth take a look at what The Drum has in retailer for the small display screen as we launch our Way forward for TV hub.