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The government has made it mandatory for <keyword id="5293670" type="General" weightage="20" keywordseo="ott-platforms" source="Orion">OTT platforms</keyword> to display an anti-tobacco health warning as a prominent static message at the bottom of the screen during the period of a tobacco product being displayed or used in a programme, the Rajya Sabha was told on Tuesday. The government notified the Cigarettes and other Tobacco Products (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply and Distribution) Amendment Rules, 2023 on May 31, Minister of State for Health SP Singh Baghel said in a written reply. According to the amended rules, every publisher of online curated contents displaying tobacco products or their use has to display anti-tobacco health spots, for a minimum 30 seconds each at the beginning and middle of the programme. They have to display anti-tobacco health warning as a prominent static message at the bottom of the screen during the period of display of the tobacco products or their use in the programme, and also display an audio-visual disclaimer on the ill-effects of tobacco for a minimum 20 seconds each in the beginning and middle of the programme, Baghel said in his written reply. Moreover, all compliance is ensured as per Rule (6) of the Amendment Rules, 2023 through an inter-ministerial committee consisting of representatives from the Ministry of Health and Family Welfare, Ministry of Information and Broadcasting and Ministry of Electronics and Information Technology.

Now, OTT platforms must display anti-tobacco warnings onscreen

<ul><li>Walt Disney is all set to launch its Disney+ streaming service in India starting April 3. </li><li>But this new addition to Hotstar will not be easy on the many of its subscribers. </li><li>Hotstar will increase its annual subscription price to ₹1,499 ($20) </li></ul>Amid Coronavirus crisis, Walt Disney is all set to launch its Disney+ streaming service in India starting April 3. It will be a part of the country’s most popular <keyword id="959269" type="PERSON" weightage="20" keywordseo="ott-platform">OTT platform</keyword>, Hotstar, which has over 300 million monthly active users. Disney+ and Hotstar are both part of the same parent company, Walt Disney. And they are utilizing the strength of their network. But this new addition to Hotstar will not be easy on the many of its subscribers. As it offers a new range of entire Disney library, Hotstar will increase its annual subscription price to ₹1,499 ($20). This will make Disney+ Hotstar the second most expensive OTT service in India after Netflix to offer a premium subscription at ₹1499. The OTT services also promises to let users view its free content library which includes several movies like Chhichhore, Mission Mangal and soap operas like Yeh Rishta Kya Kehlata hai. However, the free content library will not have any Disney+ originals or shows. “Today, as we unveil Disney+ Hotstar, we take yet another momentous step in staying committed to our promise of delivering high-quality impactful stories for India that have not only entertained but also made a difference in people’s lives, a promise that is even more meaningful in challenging times such as this, Uday Shankar - President, The Walt Disney Company APAC and Chairman, Star &amp; Disney India said. Disney+Hotstar subscription fee <table style="border-width: initial; border-style: none; width: 468pt; table-layout: fixed;"></colgroup></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Old Plan </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">New Plan </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Old subscription fee </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">New subscription fee </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Hotstar VIP </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Disney+Hotstar VIP </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹365 a year </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹399 a year </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Hotstar Premium </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Disney+Hotstar Premium </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹999 a year </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹1499 a year </td></tr></tbody></table> While Netflix charges ₹5,988 per annum for its basic plan, Amazon charges ₹999 yearly for its prime membership and comes jumbled with access to its music streaming, and other shopping deals. Premium plans of OTT platforms in India <table style="border-width: initial; border-style: none; width: 468pt; table-layout: fixed;"></colgroup></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">OTT Platform </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Premium Plan </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Disney+Hotstar </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹1499 a year </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Amazon Prime Video </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹999 a year </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Netflix </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹9588 a year </td></tr></tbody></table> All existing subscribers of Hotstar will be automatically upgraded to their respective new subscription plans and will be charged the new rates upon renewal. Disney+ was earlier scheduled to launch on March 29. Disney also rolled out a beta app to test the streaming service for select users. But they delayed the launch after health authorities identified clusters of coronavirus in several parts of the country and cancelled the IPL cricket matches. As people spend more time in seclusion, the usage of OTT and others has been going up and is expected to grow further. “We hope the power of Disney’s storytelling, delivered through Hotstar’s technology, will help our viewers find moments of comfort, happiness and inspiration during these difficult times,” Shakar added. See also: <a href="https://www.businessinsider.in/india/news/shatikmaan-chanakya-and-shrimaan-shrimati-to-be-brought-back-by-doordarshan/articleshow/74904917.cms">Shaktimaan, Chanakya and Shrimaan Shrimati to be brought back by Doordarshan</a>

Disney+ Hotstar Premium set to become the second most expensive OTT subscription in India

<ul><li><keyword id="686589" type="General" weightage="20" keywordseo="nbcuniversal" source="Orion">NBCUniversal</keyword> launches all-reality TV and ad-free subscription video-on-demand (SVOD) <keyword id="1797224" type="General" weightage="20" keywordseo="streaming-service" source="Orion">streaming service</keyword>, hayu.</li><li>hayu offers over 8,000 episodes of top reality TV content. </li></ul>hayu, the all-reality TV and ad-free subscription video-on-demand (SVOD) streaming service from NBCUniversal, has launched in India. Launching direct-to-consumer (DTC) on a full array of devices: mobile, tablet, laptop, connected TVs and selected consoles, hayu will be available, for the first time in India. Targeting the broad base of viewers who are fans of the reality genre, hayu offers over 8,000 episodes of top reality TV content including all seasons of Keeping Up With the Kardashians, from the very beginning to the final season, as well as its spin-offs – along with numerous other franchises, including the popular The Real Housewives, Top Chef, Million Dollar Listing and Family Karma. hayu’s breadth of content uniquely super-serves reality fans. The service offers extensive choice, with a wide variety of unscripted sub-genres in English language including: Home and Design, Dating, Cooking, Fashion and True Crime. Subscribers don’t have to worry about spoilers as the vast majority of US shows are available on hayu the same day as their US broadcast. “Given the immense popularity of reality TV in India, we are thrilled to be launching hayu in the country and we look forward to super-serving Indian viewers with the best unscripted content has to offer,” commented Hendrik McDermott – Managing Director, Direct to Consumer – Global. “hayu is already the premiere destination for must-watch reality TV in 27 other countries and will now deliver the same great service in India.” In multiple markets hayu has distinguished itself as the must-have, all-reality TV service. Fans of reality TV can now subscribe with a 3-month prepaid pass for R349 or 12 months for R

NBCUniversal launches on-demand streaming service hayu

<ul><li><keyword id="758541" type="ORGANIZATION" weightage="20" keywordseo="Amazon-Prime">Amazon Prime</keyword> Videos deleted an entire episode of the CBS political drama Madam Secretary in its India version. </li><li>The deleted episode of Madam Secretary’s season 5 contained violent scenes against Muslims and other minorities in India — that could have possibly hurt sentiments. </li><li>In 2017, <keyword id="128682" type="COMPANY" weightage="20" keywordseo="Netflix">Netflix</keyword> India released Angry Indian Goddess in the theatres with several cuts to avoid a backlash. </li><li>While India has strict guidelines on what’s going to be released in theatres nationwide it is yet to regulate OTT platform. </li></ul>Last week, Amazon Prime <a href="https://www.google.co.in/amp/s/gadgets.ndtv.com/entertainment/news/amazon-prime-video-madam-secretary-india-censorship-hindu-nationalism-muslims-kashmir-2136139%3famp=1&amp;akamai-rum=off">deleted an entire episode of the CBS political drama Madam Secretary in its India version</a>. The deleted episode of season 5 contained violent scenes involving Muslims and other minorities in India — that could have possibly hurt sentiments. The episode also had dialogues regarding India-occupied- Kashmir — <a href="https://www.google.co.in/amp/s/amp.scmp.com/week-asia/geopolitics/article/2188041/kashmir-conflict-explained-what-brought-pakistan-and-india-air">a political hot potato </a>since independence and especially after the <a href="https://www.google.co.in/amp/s/www.bbc.com/news/amp/world-asia-india-49234708">abrogation of Article 370</a>. Hence, all the Indian users were dropped straight to the second episode of the series, breaking continuity. This isn’t the first time Amazon has done something like this. Previously, it had either cut scenes from an episode of the Grand Tour or wiped out an episode from American Gods featuring cows — a holy animal for Hindus — that could have triggered controversy. Prime isn’t the only OTT platform which is pivoting its content either. In 2017, Netflix India showcased the movie <a href="https://www.nytimes.com/2019/10/31/arts/television/netflix-censorship-turkey-india.html">Angry Indian Goddess in the theatres with several cuts to avoid a backlash</a>. However, after heavy user demand, it released the uncut version. Netflix said, “Our members reached out to us and we listened.” Netflix’s popular Indian series — Sacred Games — landed in a lawsuit after several political parties <a href="https://www.google.co.in/amp/s/www.ndtv.com/india-news/complaint-against-nawazuddin-for-abusing-rajiv-gandhi-on-netflix-show-sacred-games-1880837%3famp=1&amp;akamai-rum=off">alleged that the thriller drama has defamed India’s late Prime Minister Rajiv Gandhi</a>. OTT platforms which had niche users when it started had earlier broadcasted content which would have been otherwise censored. These shows which are ‘streamed’ and now ‘shown like TV shows; came with warnings ahead -- and allowed makers with a creative edge. However, this theory is diluted now that OTT platforms have gained popularity, and a few shows with cult following are coming under the radar of religious and political groups. OTT platforms are supposed to self-censor like in the case of broadcasters as no regulations exist. Since many TV channels have been staying away from controversy, a need for laws was never felt. But OTT platforms are all set to breach them and <a href="https://www.google.co.in/amp/s/www.hollywoodreporter.com/amp/news/netflix-hotstar-talks-indian-government-establish-regulation-code-content-1257664">now talks have been doing the rounds that the government might step in to regulate it</a>. Recently, all the leading platforms Netflix, Hotstar, SonyLiv, Zee5 <a href="https://www.google.co.in/amp/s/www.hollywoodreporter.com/amp/news/netflix-hotstar-talks-indian-government-establish-regulation-code-content-1257664">held a discussion with the Indian government over self regulation policies. </a>In January 2019 all the platforms reportedly came together to sign an industry code that will self-regulate online content in India. It means OTT platforms which started with ‘bold and uncensored’ content are toeing the invisible line set by invisible powers that govern the country. Business Insider India contacted Netflix, Amazon Prime and Alt Balaji for comment and is waiting for a response. See also: <a href="https://www.businessinsider.in/netflix-and-hotstar-hedge-their-bets-against-government-regulation-through-self-censorship/articleshow/67573187.cms">After Amazon Prime, Netflix and Hotstar plan to go down the path of self-censorship in India</a>

From cuts to deleting an entire episode, here’s how Netflix, Amazon Prime and other streaming services are censoring its own content

<ul><li><keyword id="12509524" type="General" weightage="20" keywordseo="ormax-brand-monitor" source="Orion">Ormax Brand Monitor</keyword> will track the performance of 16 <keyword id="5293670" type="General" weightage="20" keywordseo="ott-platforms" source="Orion">OTT platforms</keyword> every month using audience research.</li><li>OBM will report the performance of each brand on key brand variables such as Top-of-Mind Awareness, Unaided Awareness, Total Awareness, Brand Preference and <keyword id="12509523" type="General" weightage="20" keywordseo="ormax-brand-rating" source="Orion">Ormax Brand Rating</keyword> (a measure of Brand Satisfaction).</li></ul>Media consulting firm <keyword id="809814" type="General" weightage="20" keywordseo="ormax-media" source="Orion">Ormax Media</keyword> has announced the launch of an OTT Brand Health Tracking Tool called Ormax Brand Monitor (OBM). The tool is based on syndicated research conducted every month among SVOD &amp; AVOD audience across India, to track the performance of 16 OTT platforms on key brand measures. OBM is currently tracking the following 16 national platforms in India (in alphabetical order): ALT Balaji, Amazon Prime Video, Discovery+, Disney+ Hotstar, Eros Now, Hungama Play, Jio (TV/ Cinema), Lionsgate Play, MX Player, Netflix, ShemarooMe, Sony LIV, Ullu, Voot, YouTube and ZEE5. New platforms will be added when they are launched. Regional platforms can avail a customised version of OBM for their respective markets. Speaking about Ormax Brand Monitor, <keyword id="161338" type="General" weightage="20" keywordseo="shailesh-kapoor" source="Orion">Shailesh Kapoor</keyword>, Founder &amp; CEO, Ormax Media said: “The Indian OTT market has seen rapid growth over the last two years. An estimated 353 Million Indians are watching digital videos every month, of which 110 Million have access to paid content. In a rapidly-evolving environment, keeping a check on the brand’s health carries immense value. Platforms that can build strong brands over the next 12-24 months will reap the benefits for many years to come. OBM is an industry-wide syndicated tool that allows brands to assess their brand’s equity, both positive and negative, every month, and take corrective action via marketing and content production &amp; acquisition”. Every month, OBM will report the performance of each brand on key brand variables such as Top-of-Mind Awareness, Unaided Awareness, Total Awareness, Brand Preference and Ormax Brand Rating (a measure of Brand Satisfaction). Additionally, the track will cover two new parameters every month, such as quality of UX/UI, genre performance of brands and social media visibility, among others. Subscribers will get access to brand performance by key demographic segments, such as gender, age, markets and audience type (SVOD vs. AVOD). The first Ormax Brand Monitor report, based on audience research conducted in October 2021, is now available for subscription.

Ormax Media launches monthly OTT brand health tracking tool

<ul><li>It has chosen to remain a premium player that provides original content.</li><li>Almost 40% of <keyword id="1723835" type="General" weightage="20" keywordseo="hoichoi" source="Orion">hoichoi</keyword>’s revenues come from international subscriptions – US, UK, Australia, Canada, Middle East and Bangladesh are its key overseas markets.</li><li>It’s expanding its distribution globally with tie-ups with telecom players in Bahrain, Bangladesh and more.</li><li>The group’s television background helped them maintain the timelines and stick to budgets, which helped contain creative costs.</li></ul>When Shree Venkatesh Films (SVF), a West Bengal-based film and TV production company, wanted to get into OTT in 2017 – they wanted to start small – launching five original shows across three genres under the brand name hoichoi, which means excitement. Those were early days for vernacular shows – until then Indian original series across languages mostly premiered on YouTube and were short-form content. This was just before the launch of Netflix’s Sacred Games and Amazon Prime’s Inside Edge. Much like these shows, hoichoi’s bets took off too. <div type="image" title="WhatsApp Image 2022-10-03 at 6.08.30 PM." height="900" width="1200" msid="94629590" hostid="261" sizebytes="34982" caption="&amp;lt;p&amp;gt;Soumya Mukherjee, chief operating officer of Hoichoi&amp;lt;/p&amp;gt;"></div> “We saw an initial uptick for our originals. Four out of the five shows we launched created a lot of buzz,” Soumya Mukherjee, chief operating officer of hoichoi told Business Insider India. Ever since, there has been no stopping this regional OTT platform, which now caters to over 250 million Bengalis worldwide. The platform claims to be one of its kind with over 100 originals in a single language and more than 2,000 hours of content across web series, movies, shorts, docu-series and more. Moreover, it claims to have turned profitable within five years of its launch in spite of a large number of in-house productions of original films and shows. The OTT player claims that its direct subscriptions grew 50%, with a 20% month-on-month increase in watch time, in the post-lockdown period. “Along with this, hoichoi continues to have one of the highest refresh rates in India for a single language, with close to 5-7 titles, which includes original shows, world premiere movies and Hindi-dubbed originals releasing every month,” the company said. Turu love, Tansener Tanpura, Karagar and Kaiser are some of its top-rated shows on IMDB. Premium-only The secret, Mukherjee says, lies in its pricing strategy. “From the start, we positioned ourselves as a premium product with around ₹1,000 per annum. From day 1, we knew that content had to be protected and had never looked to diversify. We want to tell great stories with a good mix of movies and shows,” he said. In the US, it charges around $10 per month - on par with what OTT giant Netflix charges in the market. The reason is the love for content in the mother tongue, Bengali, which is the second most-spoken Indian language, as per Mukherjee. “Bengalis are deeply rooted to their culture wherever they are,” he said. In fact, almost 40% of hoichoi’s revenues come from international subscriptions, including the US, UK, Australia, Canada, Middle East and Bangladesh. The OTT claims that customer stickiness is high and almost 70-75% of their subscribers renew subscriptions annually. It premiers a new movie every month and that aids its renewals, it claims. “While our monthly active users have increased by 40%, our international user base has also risen by 30%. Not only do these numbers make us ecstatic, but also motivate us to do even better, as we step into our sixth year,” said Vishnu Mohta, co-founder of hoichoi. Content Refresh: 25 new shows announced Hoichoi also claims to go the extra mile with its user experience. “To help some of our elderly subscribers, we send our people to visit personally and demonstrate as and when needed,” says Mukherjee. As India’s first vernacular OTT enters its sixth year, it announced 25 new shows – four from Bangladesh and 21 from India – with top creators and across genres. For its latest series, it also roped in national award-winning creator Srijit Mukherji, who is creating a crime detective show Feluda. Mukherjee attributes hoichoi’s success to Bengal’s wide talent pool of writers, producers, actors, technicians and directors, in addition to its legacy. “We imbibed the discipline of TV and the quality of films into the OTT venture,” he explains. The group’s presence in television helped them maintain the timelines and stick to budgets, which helped contain creative costs. Their targeted marketing also helped contain marketing costs to 20% of the overall revenue — which Mukherjee claims is one of the lowest in the industry. Over the years, hoichoi launched a lot of new faces, but is also now focusing on bringing in bigger actors into its fold. “Naturally production costs will increase but in terms of revenue growth we are doing ok,” he says. Distribution strategy Last year, the platform became a part of Prime Channels – where multiple OTTs can be subscribed to. While it is seeing traction for its Hindi-dubbed library on Prime Channels as well as on MX Player, it wants to remain rooted in Bengali. Its best-performing show on both these platforms was Charitraheen. It has also partnered with Jio, Airtel XStream, Tata Play and Dish TV and is looking at deep integration within and outside India as well. It has tied up with Bangladeshi telecom players Grameenphone, Robi and Banglalink and also Bahrain-based telco Batelco. Also, the player is not too worried about password sharing, which is the blight of its business. “We do not see too many cases of password sharing. We only offer two simultaneous streaming across five devices,” Mukherjee says. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/auto/news/auto-sales-remain-buoyant-in-september-with-reports-of-a-good-festive-season-ahead/articleshow/94622721.cms">Auto sales remain buoyant in September with reports of a good festive season ahead</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/electronics-mart-india-ipo-set-to-open-on-oct-4-commands-grey-market-premium-of-30/share/articleshow/94620046.cms">Electronics Mart India IPO set to open on Oct 4; commands grey market premium of ₹30/share</a>

This pioneering regional OTT has turned profitable in 5 years – here’s how

<ul><li>The pandemic gave a huge boost to the streaming industry. The <keyword id="1245953" type="General" weightage="80" keywordseo="ott" source="Orion">OTT</keyword> sector in India witnessed a 30% rise in the number of paid subscribers, from 22.2 million to 29.0 million between March and July 2020.</li><li>According to <keyword id="215381" type="General" weightage="20" keywordseo="amdocs" source="Orion">Amdocs</keyword>’ India Streamer 2021 report, 76% of surveyed consumers are expected to add to their current number of subscriptions – the most likely being video streaming services, wellness and e-health, and eLearning services.</li><li>Here are a few changes we can expect from the industry in the near future, writes <keyword id="5626068" type="General" weightage="20" keywordseo="raman-abrol" source="Orion">Raman Abrol</keyword>, GM &amp; Chief Commercial Officer, <keyword id="12413885" type="General" weightage="20" keywordseo="amdocs-media" source="Orion">Amdocs Media</keyword>.</li></ul>The Covid-19 pandemic and resulting lockdowns saw public entertainment across India grind to a standstill. With theatres, cinemas, music concerts, shows and other events closed – and new releases and productions put on hold – consumers flocked to streaming services. 2020 redefined screen-watching for consumers and enabled them to watch their preferred content at their preferred time. A young, growing population with increasing digital skills and more affordable smartphones, growth in mobile and broadband subscriptions and increased time spent at home are among key drivers that have made Over-the-Top (OTT) services a go-to choice for many. As a result, the OTT sector in India witnessed a 30% rise in the number of paid subscribers, from 22.2 million to 29.0 million between March and July 2020. According to Amdocs’ India Streamer 2021 report, 76% of surveyed consumers are expected to add to their current number of subscriptions – the most likely being video streaming services, wellness and e-health, and eLearning services. What changes can we expect on the horizon? This data shows some major emerging trends in the OTT space, which will further transform the way content would be created in the years to come. Here are four areas where we might see traction. 1. Continued demand for personalized, mega-content bundles: Consumers are increasingly looking at options to create and pay for content packages limited to only the content they want to watch. They do not want to pay for the service provider’s entire content library. With schools, offices, and entertainment all coming together under one roof, entertainment services such as wellness, telehealth, e-learning are also becoming popular. However, managing multiple subscriptions across multiple providers is a major challenge that consumers are facing today. To deal with this, communications service providers (CSPs) are looking at offering consumers the ‘perfect bundle’. This would serve as a centralized space where they will be able to access their preferred media and entertainment subscriptions. The Amdocs survey shares that about 56% of the consumers would pay more to include on-demand binge-worthy TV series, 49% would prefer all games for one specific sporting team, 46% of the consumers would bundle up virtual classes/training, while 45% would prefer fitness classes with a “celebrity” trainer. 2. Growing popularity of localized content: The past year has seen a surge in demand for regional content. To cater to this rising demand by viewers for local language content, several regional OTT platforms have emerged in markets like Maharashtra, Gujarat, Kerala, Karnataka, and Tamil Nadu. <keyword id="12413884" type="General" weightage="20" keywordseo="oho-gujarati" source="Orion">OHO Gujarati</keyword> (Gujarati), <keyword id="1723835" type="General" weightage="20" keywordseo="hoichoi" source="Orion">Hoichoi</keyword> (Bengali), and <keyword id="4660234" type="General" weightage="20" keywordseo="sun-nxt" source="Orion">Sun NXT</keyword> (Malayalam) are some examples of popular regional OTT platforms. They have carved a niche space for themselves among the existing big players such as <keyword id="128682" type="General" weightage="20" keywordseo="netflix" source="Orion">Netflix</keyword> and <keyword id="2976376" type="General" weightage="20" keywordseo="amazon-prime-video" source="Orion">Amazon Prime Video</keyword>, among others. These OTT platforms are catering to local tastes and preferences, offering content in regional and local languages, showcasing local cultures, traditions and lifestyles. An increasing number of viewers from tier-2 and tier-3 cities and towns are also driving this growth. For example, since its launch in February 2020, Telugu service Aha Video has reached 1 million paid subscribers. With consumers looking for quality content, irrespective of the language, this trend is only expected to grow in the coming years. Regional language consumption on OTT platforms is expected to cross 50% of the total time spent by 2025, moving past Hindi at 45%, according to a FICCI-PwC report. 3. Rise in low-budget short-films production: Continued uncertainty around the pandemic has made the entertainment industry cautious about spending on big-budget productions. The growing demand by OTT subscribers for new, enthralling and diverse content is leading to an interesting trend gaining momentum – short stories and web series. These realistic, powerful, thought-provoking short films are sitting well with modern viewers. With consumers hungry for authentic, out-of-the box, realistic content, this trend for short, anthology-style films is expected to continue growing. 4. Immersive technology and 5G network will be game changers for Indian OTT players: The growing trend of streaming 4K videos requires enhanced internet bandwidth. With the accelerated pace of 5G technology adoption in the country, OTT providers are planning on providing their customers with seamless 4K video quality streaming solutions. 5G connectivity is expected to drive the growth of immersive entertainment experiences for users. Advanced technologies such as Artificial Intelligence, Virtual Reality (VR) and Augmented Reality (AR) are increasingly proving to be transformative across different areas of the home entertainment industry. With the help of 5G 5 , consumers will be able to watch content using AR/VR gadgets, taking the entertainment experience to the next level. Way forward The OTT industry was experiencing slow and steady growth when Covid-19 acted as a catalyst for rapid transformation of this medium. From being on the curb to jumping onto the main street of entertainment, OTT has captured consumer eyeballs and hearts. Adoption of digital technologies, personalized bundling options, investments in original and locally relevant content, among others, will aid in furthering growth in the Indian OTT space.

How the pandemic has changed the streaming landscape for good

OTT platforms in India produce a wide range of material for viewers each month. In the forthcoming month of June, 2023, many much anticipated OTT releases are expected to be published. Let's take a look at some of most awaited list: 'Asur 2' Viewers are anxiously anticipating the second season of this legendary criminal drama series following the success of the previous season. JioCinema will offer this web series starring Arshad Warsi without charge. For an overview of the plot, viewers can watch its first season on the <keyword id="3113913" type="General" weightage="50" keywordseo="voot" source="Orion">Voot</keyword> app. <keyword id="662858" type="General" weightage="80" keywordseo="release-date" source="Orion">Release Date</keyword>: June 1 'Mumbaikar' The plot revolves around the happiness, drama, joy, and romance that Mumbai residents experience on a daily basis. Release Date: June 2 'Scoop' A well-known crime reporter battles for justice in the death of a journalist and gets in trouble with the media, the police, and Mumbai's underworld as a result. This Netflix original series is based on Jigna Vora's book Behind Bars in Byculla: My Days in Prison. Release Date: June 2 'School Of Lies' The main character of this new criminal thriller starring <keyword id="6366186" type="General" weightage="50" keywordseo="nimrat-kaur" source="Orion">Nimrat Kaur</keyword> is a young child who gets lost in a dormitory. As a number of kids and staff enter the vision linked with the scenario, this one incidence completely affects the climate of the school. Disney Plus Hotstar will host the world premiere of The School of Lies. Release Date: June 2 'Bloody Daddy' This Ali Abbas Zafar-directed film starring <keyword id="6355887" type="General" weightage="50" keywordseo="shahid-kapoor" source="Orion">Shahid Kapoor</keyword> will air on JioCinema. Release Date: June 9 'The Night Manager 2' This exciting thriller is perfect for those who enjoy beautiful scenery and lavish drama. The main character of this programme is Shaan, a night manager on a mission to bring down prominent arms dealer <keyword id="17568574" type="General" weightage="50" keywordseo="shailendra-rungta" source="Orion">Shailendra Rungta</keyword>. This program's second season will run on Disney Plus Hotstar. Release Date: June 30 SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/imd-issues-yellow-alert-for-delhi-after-rain/articleshow/100641439.cms">IMD issues 'yellow' alert for Delhi after rain</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/india-becomes-a-global-leader-by-regulating-anti-tobacco-warnings-on-ott-platforms/articleshow/100642342.cms">India becomes a global leader by regulating anti-tobacco warnings on OTT Platforms</a>

OTT releases to watch for June, 2023

<ul><li>Multiplexes have taken a hit with latest movies making their way onto OTT platforms soon after their release. </li><li>GST for <keyword id="6642008" type="UNKNOWN" weightage="20" keywordseo="movie-tickets">movie tickets</keyword> was reduced to 18% but multiplexes still face threat from cheaper subscription models from OTT platforms. </li><li>Bollywood stars too are leaning towards these platforms. </li></ul>The rise of Over-The-Top (OTT) or video streaming platforms has seen many Indians cut the cord with cable TV, converting sets into a smart ones to have Netflix, Amazon Prime, Hotstar and the likes. Now, multiplexes, too, have taken a hit with recently released movies making their way onto OTT platforms not too long after their release in theatres. A growing trend among viewers is to wait out for the movie to be available on platforms like Netflix or Amazon Prime and thus ditching a trip to the movie theatre. Big multiplex chains in India like PVR and Inox are already feeling the pressure of these OTT platforms. Both companies own about 1,300 multiplexes in India. Last year, <a href="https://www.livemint.com/Consumer/vCLS2PIssTsdNzKpuAaaIJ/Exhibitors-struggle-as-Bollywood-leans-towards-OTT.html">multiplex owners </a>started asking for a longer window before a movie is made available on OTT platforms. When GST was introduced in India, it had also hit multiplex owners with the high entertainment tax of 28%. In December 2018, the GST <a href="https://www.livemint.com/Consumer/3bb6WIluNA9fDodLDRGuuI/Big-relief-for-film-industry-GST-rate-on-movie-tickets-redu.html">rate cut</a> was introduced providing a big relief to multiplexes, especially single screen theatre owners. The rate cut brought down the tax on movie tickets to 18%. However, despite that, there is still a growing threat from OTT platforms that promise of entertainment in a viewer’s comfort zone. Moreover, OTT platforms come with cheaper subscription models – Netflix plans in India start at about ₹500 per month while Amazon Prime offers a low price of ₹129 per month. There are over <a href="https://www.businessinsider.in/indias-online-media-streaming-market-has-exploded-growing-nearly-4-times-in-just-6-years-here-are-the-main-players-/articleshow/66760653.cms">20</a> players in India in the segment already and bigger entertainment houses are tuning in to the idea of OTT. “The GST rate cut will cut movie ticket prices by about 10% and benefit the audience as well as multiplexes in the medium term. However, we perceive pricing inflation to be a long-term risk for the multiplex industry, especially with competitive pricing of OTT platforms, which provide consumers with many more options and a vast content library,” stated a report by Edelweiss titled WatchDog: OTTs to disrupt multiplex’s party? The rise of popularity of OTT platforms is not just restricted to viewers but also Bollywood stars who are starring in original content for these platforms be it as a series or short film. Shows like ‘Sacred Games’, ‘Love per Square Foot’, ‘Ghoul’, ‘Mirzapur’, and others saw Bollywood stars forgetting about box office numbers for the web. See Also: <a href="https://www.businessinsider.in/heres-why-ott-platforms-were-a-big-hit-among-indians-in-2018/articleshow/67286083.cms">Here's why OTT platforms were a big hit among Indians in 2018</a> <a href="https://www.businessinsider.in/indias-online-media-streaming-market-has-exploded-growing-nearly-4-times-in-just-6-years-here-are-the-main-players-/articleshow/66760653.cms">India’s online media streaming market has exploded, growing nearly 4 times in just 6 years. Here are the main players</a> <a href="https://www.businessinsider.in/netflix-and-hotstar-hedge-their-bets-against-government-regulation-through-self-censorship/articleshow/67573187.cms">After Amazon Prime, Netflix and Hotstar plan to go down the path of self-censorship in India</a>

Netflix, Amazon Prime and Hotstar are making sure box office registers don’t ring

<ul><li><keyword id="1245953" type="General" weightage="20" keywordseo="ott" source="Orion">OTT</keyword> had a watershed year in 2020 and the growth continued in 2021. Most reports are predicting that OTTs growth is here to stay.</li><li>Homegrown <keyword id="959269" type="General" weightage="20" keywordseo="ott-platform" source="Orion">OTT platform</keyword> <keyword id="4241922" type="General" weightage="20" keywordseo="altbalaji" source="Orion">ALTBalaji</keyword> has been witnessing healthy growth on the back of its differentiated, localized content with a mass appeal.</li><li>We speak to <keyword id="3381161" type="General" weightage="20" keywordseo="Divya-Dixit" source="Orion">Divya Dixit</keyword>, SVP - Marketing &amp; Revenue, ALTBalaji to take a look at ALTBalaji’s journey so far and the factors that have helped it woo audiences in a space that is increasingly becoming cluttered.</li></ul>It won’t be an exaggeration to say 2020 was a watershed year for the Over-the-Top (OTT) industry. With people being stuck at home, yearning for fresh content with nowhere to go, OTT platforms came to the rescue. Most platforms witnessed an uptick in its uptake, with people spending more and more time on the platforms. According to a recent report by FICCI and the Producers Guild of India, around 148 million Indians subscribed to online curated content platforms. Another report by RBSA Advisors also predicted that India's video OTT market may hit $12.5 billion by 2030 from around $1.5 billion in 2021 owing to access to better networks, smartphones, and digital connectivity. The pandemic no doubt has given the industry a boost and most platforms are doing all they can to woo consumers. While competing with each other for producing and licensing better, more differentiated content, last year also made most of these platforms realize that consumers are wanting to watch local content and most platforms have been investing on producing local and regional content. Within the OTT space in India, homegrown platform ALTBalaji has been witnessing a healthy growth in the past few years. The 4-year-old platform said recently that it is currently catering to an MAU base of over 10 million, having sold 2.9 million subscriptions in H1 alone. The platform is also seeing an audience engagement metrics of 83 minutes per day. While witnessing good growth from non-metro cities in India, ALTBalaji also recently announced its partnership with Telenet to further its reach into Nepal. We recently caught up with Divya Dixit, SVP - Marketing &amp; Revenue, ALTBalaji to take a look at ALTBalaji’s journey so far and what has helped it woo audiences in a space that is increasingly becoming cluttered. Excerpts: Q) It's been over 4 years since the launch of ALTBalaji. Can you walk me through a few of the highlights? ALTernative content being the core ethos of the group, ALTBalaji completed four glorious years of entertaining the audience with their non-stereotypical and out of the box storytelling. Currently catering to an MAU base of over 10 million, we have sold 2.9 million subscriptions in H1 alone, in this highly competitive Over-The-Top business. The platform also sees an audience engagement metrics of 83 minutes per day, with different genres catering to varied audiences. At ALTBalaji, we constantly sought innovation in content, technology as well as marketing. With a library of around 90 original shows on the app and yet many more to be released, our content library has received accolades for its disruptive work and also seen the engagement time grow to over 83 minutes since the last quarter. As a result, there has been a steady upward growth for the past two years. Furthermore, being one of the most economically viable OTT platforms in the country, catering to almost all sections of society with a varied genre of shows, the various web series on the digital platform have received recognition from IMDB in terms of the ratings and numbers. Our recent action-thriller web series Cartel with an IMDB rating of 8.2; Broken But Beautiful 3 with 8.7; Mai Hero Boll Raha Hu with 8.7; Apharan with 8.3, The Test Case with 8.4 and Bose with 8.8 are some of the shows which have received rave reviews and numbers. With the growth of technology, penetrative pricing and tailor-made content for audiences, ALTBalaji has seeped into the country's hinterlands. We worked quickly and identified the needs of the hour, leading to shows that made impact and kept people entertained right in their homes. Q) Considering how people have been stuck at home since last year, they are still looking for entertainment and looking for it on OTT. How did you strengthen your content offering in the last 1.5 years to create an edge for yourself in the market? While the pandemic added to the platform's growth, ALTBalaji's journey over the past four years has been ever-growing. Engagement time has exponentially increased and subscriptions continue to grow at a steady pace. Many variables decide viewership, ranging from the technology available to the preferred content to the time people had in hand. So fortunately, from the platform's perspective, there has been no dip in the number of viewers. Cities like Hyderabad, Ahmedabad, and Kolkata with a 2.19%, 1.32%, and 0.99% growth YOY are among the few major cities that have added to a significant expansion in ALTBalaji's subscribers in the past year. We have been quick to understand that content is the deciding factor to draw in more viewers. So, it was essential to personalize content as per the viewer's preferences, which we constantly work on. The most crucial part our strategy is our out-of-the-box narratives. The content itself is tailor-made to attract larger audiences. We believe in creating shows that appeal across segments and narratives out of the box or unexplored. Recent shows like The Married Woman, Broken But Beautiful 3, and Cartel have been making headlines, and we are ecstatic with the response. Broken But Beautiful 3 set benchmarks with 180 million viewers and 220 million impressions with an innovative marketing strategy. Other notable shows like Crashh, Mai Hero Boll Raha Hu, His Storyy and Cartel have given ALTBalaji an edge over most platforms. Q) What sort of investments are you putting in on acquiring new content, producing them yourself? OTT content consumption has witnessed a steady growth throughout and will continue to do so on its own. However, the lockdown period has scaled up the OTT content consumption game, and I believe now is the time for OTT platform players to sit back and rethink their strategy. ALTBalaji has always sworn by original content. The platform churns out unique content and gives a launchpad to many aspiring talents across the board. Since our launch in 2017, we have ensured that our costs are restricted to Rs 150-Rs 160 crores per annum, out of which content cost has been around Rs 110 crore. Also, we aren't in the business of acquiring content. It is because we've mastered the art of making content at one-third the price that our peers are spending. In the year 2021 alone, the platform launched 20 original shows, and many more are in production Q) What kind of growth did you witness last year after the lockdown? Have you been able to retain the growth? The pandemic has scaled up the OTT content consumption game and ALTBalaji has seen a significant rise in engagement levels. ALTBalaji has seen a 15-20% growth in its viewership numbers; however, the lockdown increased subscribers from the Hindi heartlands. With the increase in appetite to consume our diverse library of originals and our shows catering to the mass audience, we have 59% of our viewership coming from the non-metros. While cities like Lucknow, Ludhiana, and Guwahati saw a huge increase of 189.84%, 106.50%, and 108.41%, respectively, Srinagar, Shimla, and Ranchi weren’t behind either, with an uprise of 103.81%, 103.05%, and 192.01%, as compared to ALTBalaji's viewership from these cities in 2020. 18% of our overall traction comes from the global audience, without any aggressive marketing. ALTBalaji established a precise positioning of 'OTT of the masses' with Hindi Colloquial Content for the Bharat audience and Hindi Speaking Diaspora. Q) With multiplexes opening up, do you think the growth for your platform will stagnate? What is your customer retention strategy? OTT has created new opportunities for content distribution across geographies. Viewers have adapted to the flexibility of time, convenience and choice of watching content. 2020 certainly acted as a catalyst in transforming the audiences' content consumption habits, converting fence-sitters and one-time visitors to subscribers, thereby increasing the overall subscription base and engaging more with the existing ones. Furthermore, the low cost of mobile network and affordable smartphones have revolutionized the OTT video streaming industry. In conclusion, surviving the market demands despite the opening of theatres is possible with affordable pricing, diverse content bouquet, buffer-free experience, and immersive innovations. Going out to mingle and unwind by watching movies is still a part of our culture and hence multiplexes will always remain important. Q) From a marketing perspective, what are you doing differently to be top of mind in the consumer's mind? Going ahead, what will your key areas of focus be? Our digital strategy covers all the bases when it comes to youth-friendly platforms. We have realized that influencer engagement is the way to go in this time &amp; age. Our romantic series Broken But Beautiful 3 have been picked up as a case study since the show achieved 180 million viewers with 220 million impressions through our marketing campaign. We also partnered with short format apps for youth oriented UGC, multiple digital payment gateways for our various youth-centric brands to ensure the audience has the smoothest experience possible. In 2020 alone, ALTBalaji has partnered with almost 25-30 brands for each of our show release that enabled incredible growth for both parties. We have a robust analytics platform with a live dashboard that provides us information on views and engagement along with the socio-economic and demographics of our viewers to generate behavioural consumption patterns to sharpen our retention strategy. What works optimally for us is to focus on consumer segmentation, mapping audience behaviour, focused customer retention, optimizing customer life cycle, and progressive strategies for onboarding new consumer segments; who are new to the internet or women in smaller markets, etc. Besides Instagram and Twitter, we also actively use WhatsApp to engage with our users. To further penetrate the Hindi heartlands, we will simplify our UI/UX by bringing in voice search, one button click registration, and easy payment modules in retail and digital. We foresee that we can target growth in the youth segment, over and above male and female target audience aged between 20-40 years. Vocal for local is sure to make it big in 2021. Gamification and Virtual reality, along with social commerce, will be the next big consumer engagement drivers on OTT. Q) Since digitization has sped up since the lockdown, how are bringing in new users? How are you reaching out to audiences deeper in the country who are also hungry for good content? Massification of content has been our goal right from the very beginning, and that shall see us lay further impetus towards expanding our content library. The various genres that we dabble into have massive scope for OTT players to explore the segment and expand their footprint by tapping into Tier II and Tier III markets. In parallel, we are continuously improving our UI/UX to ensure easier subscription, voice search, vertical video formats and a more effortless viewing experience for our audiences. The data analytics combined with targeted marketing also allows us to acquire customers lower than the industry standards. We also intend to extensively leverage data for predication analysis on the shows as the library expands, which feeds back into the content teams, enabling them to take sharper decisions on content creation Q) How are you making the platform more user-friendly, technologically more stable to be on the same level as a few of the global OTT players? The entry of new players in the OTT landscape or the rising influence of an existing player does not bother us. We welcome competition. It expands the consumer base and brings in new business opportunities and strategies. ALTBalaji also tied up with Amazon Pay and MobiKwik, two of the most trusted and convenient payment options for online transactions making the app more user-friendly, especially at payment and checkout. The tie-up with Amazon Pay enabled the subscribers to win up to Rs 50/- cashback while MobiKwik gave subscribers up to 10% cashback, credited to the users' wallets in under 24 hours. With these offers, subscribers will have no difficulty switching over to these safer and quicker, one-click transaction options for all future purchases. A buffer-free experience and immersive innovations are constantly worked upon. To further penetrate the Hindi heartlands, simplifying our UI/UX further, by bringing in voice search, one button click registration, as well as simpler payment modules in retail and digital is what we will be looking to innovate constantly

Over the years, we've mastered the art of making content at one-third the price that our peers are spending: Divya Dixit, ALTBalaji

<ul><li>Listeners are spending at least 65 minutes overall on various <keyword id="8829581" type="UNKNOWN" weightage="20" keywordseo="ott-audio-platforms">OTT Audio platforms</keyword>.</li><li>OTT streaming seems to be thriving in markets where Radio listenership habit is not strong.</li><li><keyword id="-77" type="UNKNOWN" weightage="20" keywordseo="Gaana">Gaana</keyword> tops the charts with 30% market share in OTT Audio streaming.</li></ul>Kantar and VTION’ have launched an OTT Audience Measurement Insight- a first of its kind, passive, continuous audience measurement service which will bring the streaming audio medium at par with Radio, TV, Print and Digital platforms. The study has picked up certain unique nuances pertaining to content consumption patterns as OTT audio streaming players seem to have built unique core audiences. There is a clear pattern of consumption of songs that go beyond ‘trending’ time-frame giving them a longer lifespan. The study also shows a strong interplay between Radio and OTT Audio streaming resulting in what might be called a 'Battle for the Ear' and the medium is fast catching on across audience groups. The OTT platforms are also effectively competing with TV in the weekday morning slots. The study reports multiple variables by gender, time of the day, age group, genre, OTT platforms, NCCS, and cities for the content being consumed. As per the report, Gaana has topped the charts with 30% market share in OTT Audio streaming. Speaking about the study, Hemant Mehta, Managing Director, Insights Division &amp; Chief Strategy Officer, Kantar South Asia, said, “The year 2020 will be ‘The Battle for the ear’ as OTT Audio platforms are shaking up the music market- especially, by creating an intense competition between Radio and OTT Audio platforms. Today the listeners are spoilt for choice as far as content consumption is concerned and move across the platforms to fulfill their entertainment needs. The OTT Audience measurement is redefining the audience measurement space as it provides rich insights ranging from listening habits across devices, age groups, peak times, genres and so on and addresses a need for a robust solution to track the OTT space. Our joint initiative with VTIONTM has provided the industry with the much-needed metrics that will ultimately help the marketers understand the consumer profiles, their content and platform preferences required for effective communication planning and implementation.’’ Manoj Dawane, Founder &amp; CEO of VTIONTM, added, "Audio as a medium of entertainment and engagement, comprising of OTT Platforms, Broadcast Radio and Podcasting, is a fast-growing media segment in India. We believe that a well-defined and unbiased independent measurement system will catalyse growth even more as marketers, platform owners and content owners will be able to drive relevance, program meaningfully and target audiences effectively. Our partnership with Kantar combines their deep consumer behaviour understanding with our patent pending technology to serve the industry better and grow the market.” Key Findings <ul><li>13 Million adults listened to any OTT streaming App in the last 30 days over 9 cities.</li><li>OTT Audio streaming peaks between 9 PM- 9.30 over weekends, almost making it the new prime time. Weekend listenership trumps weekdays.</li><li>The medium is fast catching on across audience groups providing “personal, me time”</li><li>Delhi and Mumbai at 25% each are the largest OTT audio streaming markets, followed by Kolkata and Bangalore standing at 11% and 10% respectively.</li><li>Mumbai is deeply entrenched in terms of OTT Audio streaming, capturing 44% of the pie followed by Delhi at 25%.</li><li>Clear interplay between Radio and OTT Audio streaming – Battle for the ear </li><li>Strong correlation between Radio and Streaming Audio- OTT streaming seems to be thriving in markets where Radio listenership habit is not strong.</li></ul><ul><li>Among the top 10 songs: </li><li>2 Singles amongst 10 songs </li><li>3 Remix / version / Recreation</li><li>Longevity of Music beyond the theatrical: Kabir Singh</li></ul>The study is based on a sample size of 9000+ stretching across top 9 cities (Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Pune, Ahmedabad &amp; Lucknow/Kanpur) among male and female of age group of 18+ and across SEC A, B &amp; CDE.

Gaana emerges as the top music streaming platform with 30% market share in OTT audio streaming: Kantar Study

<ul><li>Netflix, Disney+ <keyword id="2739840" type="PERSON" weightage="20" keywordseo="Hotstar">Hotstar</keyword>, <keyword id="758541" type="ORGANIZATION" weightage="20" keywordseo="Amazon-Prime">Amazon Prime</keyword> Video and other over-the-top (OTT) platforms are seeing more paid users come online than ever before.</li><li>The coronavirus pandemic may have been the trigger for people being willing to spend for entertainment, but it has led to a larger shift in user behaviours.</li><li>Indian consumers have been wooed by telecom bundling, new launches shifting online and annual subscriptions offering a bigger bang for the buck.</li></ul>Over-the-top (OTT) platforms like Netflix, Hotstar and Amazon Prime Video have come out on top during the coronavirus pandemic. And their dominance is only set to grow further. The pandemic may have been the trigger, but sustainability is coming from other factors — with telecom bundling at the fore, users opting for annual subscriptions, and more people choosing to watch movies online rather than in theatres — according to a report by consulting firm RedSeer. It highlights that the number of unique paid users grew by more than 35% in February 2021 as compared to April 2020. The overall number of paid users now stands at a whopping 31 million. Subscriptions increased by 8% during the same period and each user is estimated to have 1.4 subscriptions to their name. Meanwhile, revenue from subscriptions jumped by a whopping 42% from $49 million to $68 million. <div type="image" title="Copy of NPA banks" msid="81757718" hostid="261" caption="&amp;lt;p&amp;gt;Number of paid subscribers is increasing even as engagement on OTT platforms is seeing a dip in 2021&amp;lt;/p&amp;gt;"></div> Telecom bundling The COVID-19 lockdowns meant that more people were spending time at home. This meant watching more content on smartphones and the television. It also helped that theatres were shut down to prevent the spread of the infection, leaving users with no option but to sign on for services like Netflix, Amazon Prime and Hotstar in order to catch the latest releases. A survey conducted by consultancy firm Ovum and software and services provider Amdocs revealed that 44% of Indian respondents were willing to spend more on their mobile and fixed broadband bills primarily due to bundling media services that were on offer. And more than half said they subscribed to more than one OTT platform in order to meet the varied requirements of different members within the family. New launches and the shift to online In July 2020, Dil Bechara starring Sushant Singh Rajput made the biggest opening ever on Disney+ Hotstar. This was just one of many success stories of web platforms last year. Ludo, Gulabo Sitabo and Choked were some other critically acclaimed films that made their debut on streaming platforms rather than in the theatres due to the lockdown. <div type="image" title="unnamed" msid="81757757" hostid="261"></div> RedSeer’s research shows that out of the 188 billion minutes users spend on OTT platforms, the highest proportion is geared towards daily soaps. “Over the past year, consumer behaviour has largely changed as they now heavily rely on OTT platforms for new content. This will inevitably accelerate the growth trajectory of the industry,” said the report. Longer term subscriptions The old conjecture that Indians are willing to shell out money changed drastically during the pandemic. Not only are they willing to spend, but the fact Indian users are budget conscious means that they are willing to sign on for longer term subscriptions since it gives them a bigger bang for their buck. According to a joint report by the Confederation of Indian Industry (CII) and the Boston Consulting Group (BCG), people were willing to pay for longer subscriptions since out-of-home expenditure reduced during lockdowns. The excess was being redirected to spending on in-home services. This was helped by the fact that the coronavirus pandemic was not a short-term phenomenon, and more users recognised that. This meant that users were willing to opt for annual subscription packs, especially with the discounts and offers that were up for grabs from different players. SEE ALSO: <a href="https://www.businessinsider.in/finance/banks/news/the-ripple-effect-of-archegos-capitals-collapse-may-cost-global-banks-6-billion/articleshow/81754362.cms">SIMPLY PUT: The ripple effect of Archegos Capital's collapse may cost global banks $6 billion</a> <a href="https://www.businessinsider.in/stock-market/news/nazara-technologies-sees-a-blockbuster-listing-shares-list-at-80-premium-within-minutes-of-trading/articleshow/81753300.cms">Nazara Technologies sees a blockbuster listing – shares list at 81% premium</a> <a href="https://www.businessinsider.in/business/corporates/news/tcs-just-rebranded-itself-to-speak-to-millennials-while-still-betting-on-certainty/articleshow/81757143.cms">India’s biggest software exporter just got itself a millennial makeover after 15 years</a>

Netflix, Hotstar and Amazon Prime are seeing more paid users than ever before — here’s why

<ul><li>The pandemic and the ensuing lockdown has changed our lives, perhaps forever. It has brought about many behavioural changes among consumers. While some were temporary, there are many that will perhaps become permanent.</li><li>People discovered the many conveniences of <keyword id="1245953" type="General" weightage="20" keywordseo="ott" source="Orion">OTT</keyword> platforms during the last 2 years and the sector is only expected to grow from here.</li><li>Baskar Subramanian, Co-founder and CEO, <keyword id="751982" type="General" weightage="20" keywordseo="Amagi" source="Orion">Amagi</keyword> writes why OTT is getting consumer love and why the streaming media is here to stay. </li></ul>The pandemic and the subsequent lockdowns completely transformed our entertainment experience. From 'Let's go for a good movie', we moved to 'What should we watch on <keyword id="128682" type="General" weightage="20" keywordseo="netflix" source="Orion">Netflix</keyword>?'. Movie premiers and live sporting events like IPL and others have moved to OTT. For example, Netflix released the Kangana Ranaut starrer Thalaivi and Zee5 released Bob Biswas starring Amitabh Bachchan exclusively on OTT platforms. Homegrown web series like The Family Man, Sacred Games, Aarya, Special Ops, Aashram, Mirzapur and more undoubtedly elevated the popularity of OTT platforms among the tech-savvy millennials and Gen Z population who had embraced OTT over Cable TV or DTH subscriptions even before the onset of the pandemic. Post the pandemic, however, the trend has only increased, fuelled by the many conveniences that OTT offers over traditional broadcast. With streaming TV, the fight for the remote is laid to rest. Every person in a household can watch their favorite shows on their personal devices. Content can be viewed even while travelling, and consumers are spoilt for choice with languages, content variety, and on-demand viewing. Consumers have made their preferences clear - more people are cutting the cord, shifting from paid TV subscriptions to internet-based streaming services. Boston Consulting Group predicts that the OTT content market is at an inflection point in India and is likely to reach a market size of $5 billion by 2023. From just two OTT platform providers in 2012 to about 40 players at present, the OTT revolution has come a long way in India. Estimates from Phando Corp suggest that monthly active users (MAUs) for India’s OTT video sector have grown at a blistering rate of 300% since 2019 to reach 680 million in 2021, with rural and tier 2 &amp; 3 cities consumption reaching an 80% share. West Versus India Several factors including the widespread availability of broadband infrastructure, the ubiquity of mobile phones and other connected portable devices, and quest for personalised experiences have spurred the adoption of OTT consumption in the Western world. At the same time, technology investments, the emergence of new apps, features, and independent platforms for OTT content have also been growth drivers. Tech companies such as Amazon, Facebook, Apple, YouTube, connected device providers such as Samsung, Xiaomi, LG, and studios such Disney, MGM, Paramount, Sony are among the major corporations who have entered the OTT space, giving a plethora of programming choices to the consumers in the West. The growth in OTT platforms combined with the subsequent content boom has seen vernacular content from different regions gaining international popularity. South Korean dystopian drama broke all records by becoming the most watched content on Netflix by netizens around the world. Similarly, Indian dramas such as Sacred Games and Delhi Crime were viewed and enjoyed by a global audience. As a result, all eyes are now firmly set on opportunities in emerging economies, specifically in the Indian subcontinent, with major players from the west entering the foray with attractive subscription offers, and diverse content catalogues. Some have chosen to collaborate with or acquire local brands to establish a firmer foothold in the region. For example, with the launch of Disney Plus in the US back in 2019, the streaming service promptly expanded to many other countries, including India. However, instead of getting a dedicated app for Indian users, the company acquired the Hotstar streaming platform and soon rebranded to Disney+ Hotstar. The coming together of Disney and Star TV Network (20th Century Fox) attracted tens of millions of subscribers in India and provided them access to a premium catalogue of content from Disney and Star TV. One of the challenges in India is the ability to monetize online content. Research suggests that the Advertising-led Video on Demand (AVOD) model is far more popular than Subscription-led video on demand (SVOD) models given the reluctance of viewers in India to pay for online content. While about 60% of total video viewing in India happens on YouTube, Netflix has 40 Mn monthly active users. Disney Plus Hotstar too has reached the critical mass with its freemium model, well-supported by relevant collaborations, such as sports (read cricket), which drives volume. Also, a KPMG study reveals that, unlike the West, only 10% of viewers access OTT platforms for watching original content. Rather, OTT is used primarily for the convenience of anytime and personal viewing of movies, music, sports or to catch-up with TV content. Driving OTT Growth in India As a country with a population of 1.23 billion, India is the next big market for OTT platforms. Some of the growth drivers for OTT players in India, based on the precedent from the West include: ● Investments in Content Video streaming services are expected to spend around ₹1,920 crore to create original content for India in 2021, driven in part by the sharp rise in audiences during the 2020 lockdown. The platforms will further increase spends, including on sports, to ₹30,000 crore, during 2021-25, according to the latest FICCI-EY media and entertainment industry report. Around 500 original titles are likely to be released in 2021 across platforms, as opposed to 385 titles in 2019 and 220 in 2020. The investment in original content makes sense given that viewers are learning to pay for the content they consume, especially original content. In 2020, 29 million subscribers paid for 53 million OTT video subscriptions (not counting subscriptions bundled along with data plans), a figure that is estimated to increase to 39 million subscribers for 71 million subscriptions in 2021. Netflix has more than 40 originals scheduled for 2021 and is expanding its slate by nearly three times compared to 2020. Amazon Prime Video has 50 local originals in various stages of development and 30 in various stages of production. Demand for original content will likely double by 2023 compared to 2019 levels. ● Content – the New Battlefield for Viewers Increasing number of consumers from tier-2 and tier-3 cities have spurred the production of regional content. Alt Balaji has seen a change after the pandemic. Before the pandemic, the top 8 cities in India contributed to 70% of their total audience; post-April 2020, 60% of the traffic is from other tier-2 and tier-3 cities. Old favourite shows are being re-aired on OTT platforms, while investments in new content production continue. Recently Amazon announced the acquisition of MGM, for $8.45 billion, giving it access to MGM’s library of 4000 film titles and 17,000 TV shows. We have witnessed the emergence of a wide variety of content including Indian content since India has a diverse market with over a dozen languages that are widely spoken across the country. OTT players are shifting their focus towards localisation of their platforms, to be able to connect with the Indian users, be it in terms of regional languages, geography and user experience etc. India already has about 40 OTT players and 10 music streaming apps in existence catering to various entertainment and media demands. This has opened the doors for OTT platforms to promote regional and hyperlocal content. In fact, a leading OTT player recently released 11 shows during the lockdown- all locally curated shows. The share of regional language consumption on OTT platforms is expected to cross 50% of total time spent by 2025, easing past Hindi at 45%. ● Government Regulations The Ministry of Information and Broadcasting (MIB) has, in the past year, stressed the need for some form of regulation of OTT Platforms to streamline the sector. In this regard, the MIB recently notified the Information Technology (Guidelines for Intermediaries and Digital Media Ethics Code) Rules 2021. The new rules require OTT platforms to set up a robust three-tier grievance redressal mechanism. The first level will comprise regulation by the OTT Platform itself through a grievance officer. The second level will be an institutional self-regulatory body formed by publishers of content and their associations. This self-regulatory body will comprise industry experts headed by a retired Supreme Court/ High Court judge /eminent personality in the relevant field. At the third level is an inter-department committee constituted by the MIB that will provide oversight and hear appeals for decisions taken at level two or if a complaint is referred to the inter-department committee by MIB. Regulation might help improve the quality of content in the future. ● The Future of OTT - New Applications and Content Innovations There is no doubt that the future of <keyword id="6357922" type="General" weightage="20" keywordseo="television" source="Orion">television</keyword> is OTT, and the industry is at a nascent stage. Content is the force that defines the direction of evolution in the industry. New applications such as learning, education and fitness are being explored. Pricewaterhouse Coopers reported that in 2018, more than 40% of new internet users in the world were children. Edtech platforms like Byjus and Unacademy use the OTT streaming approach for education. Similarly, possible applications for learning management in corporations are being explored. While fitness was never considered an activity that could be done remotely, the pandemic saw this notion change. According to a Bobble.AI report, besides video conferencing apps and websites, fitness applications such as Lose Weight, Cure.fit, recorded a 104.53% rise in daily active users. Video streaming platforms are also creating content to cater to this trend. Disney+ Hotstar has partnered with Brilliant Wellness, to introduce content from its fitness experts, yoga, and spiritual gurus. -- India’s large population and relatively young age demographics make the business environment dynamic and interesting. Digital savvy young consumers in India are spread over a wide geography and have a vast range of preferences, languages and appreciate multi-cultural entertainment. As content and technology come together to create a solution that caters to this unique business environment, OTT and streaming media are here to stay.

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