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<ul><li><keyword id="10512719" type="COMPANY" weightage="20" keywordseo="the-mx-takatak-creator-fund">The MX TakaTak Creator Fund</keyword> will be open for all Indian citizens and those creators who consistently post original videos or have unique ideas for content across various categories.</li><li>The creators will receive regular rewards for their content based on various performance criteria.</li></ul><keyword id="9555198" type="UNKNOWN" weightage="20" keywordseo="MX-TakaTak">MX TakaTak</keyword> has announced a new initiative for creators - the MX TakaTak Creator Fund to encourage India’s talented and innovative set of established and emerging creators to create engaging, impactful and inspiring content on the platform. The fund will deploy INR 1 billion (Rs. 100 crore) for creators. In a promise to support its existing creators as well as to encourage new creators with impactful content ideas, the fund is meant to help them use their creativity to build an exciting career. The MX TakaTak Creator Fund will support creators of all sizes and backgrounds, rewarding the passion and creativity they put into inspiring, engaging and entertaining the community on MX TakaTak. The MX TakaTak Creator Fund will be open for all Indian citizens and those creators who consistently post original videos or have unique ideas for content across various categories such as education, tech, sports, art, entertainment, fashion and makeup, travel &amp; photography etc. Once selected in the MX TakaTak Creator Fund, the creators will receive regular rewards for their content based on various performance criteria such as uniqueness of their content, authenticity, views, engagement, followers etc. In addition, a select few aspiring creators with story ideas that make a social impact will receive a start-up fund to support the start of their journey on MX TakaTak. Speaking about this development, <keyword id="10512721" type="PERSON" weightage="20" keywordseo="karan-bedi-ceo">Karan Bedi - CEO</keyword>, <keyword id="2214311" type="PERSON" weightage="20" keywordseo="Mx-player">MX Player</keyword> said, “The MX TakaTak Creator Fund is a way to give back to millions of people who bring their ideas into videos as well as to inspire other digital enthusiasts. Millions of users upload videos daily on the MX TakaTak App. We were thrilled to see the amount of creativity and hard work that our users put into bringing their dreams alive and into a video. We hope that the creator fund will not only reward them but also inspire them to continue creating impactful content, build an inspiring digital career, and help give back to the society that we all benefit from.” He further added saying, “The short format video ecosystem is fast evolving and we’re delighted to have emerged as the market leaders in this category. Home to 70Mn Monthly Active Users and with over 10 Mn unique content creators, we are the preferred platform of choice for both the users and creators; we aim to further scale this in the new year.” Through the MX TakaTak Creator Fund, creators will realize additional earnings to remain committed and connected to their audience, thereby creating great quality content.

Short format video app MX TakaTak is launching a Rs 100 Crore fund to help creators build an alternative career

<ul><li>Launches with 9 hyper casual android mobile games.</li><li>Games currently available on the platform are Airlift, Arrow Master, Jump Jump, Flap Up, Candy Mash, Bubble Blast, Street Racer, Slide &amp; Glide and Plus Minus.</li></ul> MX Player has launched its in-app gaming feature that hosts 9 hyper casual, easy to learn HTML 5 Games which you can enjoy even without data or internet access on your android phones. The games currently available on the platform are Airlift, Arrow Master, Jump Jump, Flap Up, Candy Mash, Bubble Blast, Street Racer, Slide &amp; Glide and Plus Minus The app is further enhancing the platform experience by introducing a loyalty program that rewards its core users with ‘MX Coins’. Through this virtual currency, MX users will now get various benefits like: <ol><li>Access to premium content</li><li>Exclusive benefits and discounts on some of the leading brands like PayTM, Myntra, Oyo, Fasos, Box8, Grofers, Zivame, Cult.fit, ixigo, Zoomcar, 1mg, easemytrip and many more</li><li>Participation in game tournaments with the opportunity to win real cash!</li></ol>Elaborating on the same, Karan Bedi, CEO, MX Player, said, “Our vision is to fulfil every entertainment need of our user base and adding gaming as a feature to our platform is yet another step in that direction. We are constantly striving to push the envelope - be it with our selection of originals, our curated library of diverse premium content, by integrating audio music and now gaming – we are remaining true to our vision of everytainment. With this move, we want to engage with the nearly 300 million online gamers in India, while also giving our existing users an engaging and fresh experience. By the end of the financial year we will have at least 30 games live on our platform” Adding onto Bedi’s point, Vivek Jain, COO at MX Player said, “Our customers are overwhelmingly telling us that they want more entertainment use cases in the app. We are humbled by the rate at which video streaming and audio music is being adopted. We are very bullish about the gaming industry in India and expect it to exceed $5 Billion by 2022. We will continue to invest in not only building more India specific games but also in building new and innovative platform features on top of gaming like tournaments, 1-on-1 battles &amp; various social features to make the experience more engaging.”

MX Player adds gaming to its offerings with 9 android mobile games

<ul><li>As <keyword id="10411622" type="UNKNOWN" weightage="20" keywordseo="ott-consumption">OTT consumption</keyword> sees an uptick, <keyword id="2214311" type="ORGANIZATION" weightage="20" keywordseo="Mx-player">MX Player</keyword> cuts down video streaming <keyword id="1588632" type="PERSON" weightage="20" keywordseo="Data-consumption">data consumption</keyword> by half. </li><li>MX Player upgrades to video encoding and compression technology to H.266 (Versatile Video Coding) that slashes data usage for streaming videos by more than half.</li></ul>Online video consumption in India has grown exponentially, accounting for 80% of consumer internet traffic. But the user experience continues to remain highly dependent on data usage and network speed. MX Player, India's entertainment super-app with over 200 million Monthly Active Users has become the world’s first OTT platform to upgrade its video encoding &amp; compression technology to H.266 (Versatile Video Coding) that slashes data usage for streaming videos by more than half. MX Player as well as MX TakaTak users will be the first in the world to experience the benefits of H.266, enabling them to consume higher quality HD video streams with significantly less data consumption. With H.266, MX Player users will be able to stream more content with less data and network bandwidth - video streams will load faster and buffer less since they require only half (or less) the data it would need otherwise. H.266/VVC is the world’s most advanced video codec designed to succeed H.264/AVC and H.265/HEVC used by most of the streaming video services worldwide today. Unlike its competitors, the H.266 upgrade makes MX Player the first OTT platform in the world to deploy this technology. <div type="image" title="image" msid="83537290" hostid="261"></div> <keyword id="1005666" type="PERSON" weightage="20" keywordseo="Karan-Bedi">Karan Bedi</keyword>, CEO, MX Player and MX TakaTak said, “Video consumption dominates internet usage wherever you go across India, but the quality of experience deteriorates in areas with inconsistent data networks. The new standard is an opportunity for MX Player to give millions of users, regardless of where they are, an exceptional streaming experience that allows them to consume content the way content creators intended: faster loading, buffering-free, and true-to-life HD quality.” Sidd Mantri, SVP Product, MX Player further added, “At MX Player, the future is now. We relentlessly focus on raising the customer experience bar for Indian users. We were amongst the 1st few OTTs to deploy AV1 that reduced data consumption by 20-30% compared to H.265. With H.266, we are taking it to the next level. H.266 offers the most advanced video compression standard available in the world and reduces data usage by more than 50%. Many users in India live on daily data consumption caps, so with H.266 they can watch more as well as watch better on MX Player.”

MX Player cuts down video streaming data consumption by half; upgrades its video encoding and compression technology to H.266

<ul><li>The combined short video platform will have over 300M MAUs and 100M strong creator community.</li><li><keyword id="11984975" type="General" weightage="80" keywordseo="mx-media" source="Orion">MX Media</keyword> and its shareholders will become strategic shareholders of <keyword id="3358959" type="General" weightage="80" keywordseo="sharechat" source="Orion">ShareChat</keyword>.</li></ul>MX Media Co. Ltd, the parent company of <keyword id="9555198" type="General" weightage="100" keywordseo="mx-takatak" source="Orion">MX TakaTak</keyword>, and ShareChat, the parent company of <keyword id="8678883" type="General" weightage="80" keywordseo="moj" source="Orion">Moj</keyword>, today announced a strategic merger between Moj and MX <keyword id="7638068" type="General" weightage="80" keywordseo="takatak" source="Orion">TakaTak</keyword>, to create the largest short video platform for Indians, whereby the two platforms will now be controlled by ShareChat. The combined platform will have 100 million creators, over 300 million Monthly Active Users (MAU), and nearly 250 billion monthly video views. Post this transaction, MX Media and its shareholders will become strategic shareholders of ShareChat. Since its launch in July 2020, Moj has emerged as the largest Indian short video app, with over 160 million MAUs and over 50 million creator communities in the 15 Indian languages. The company has been investing heavily in social and live commerce and growing its AI/ML team which is now over 100 people strong and spread across the US, Europe, and India. MX TakaTak was launched in July 2020 and reached 150 million MAUs, across 10 languages. The platform’s deep access to content talent and understanding of the MX Media ecosystem user base has seen this high growth in a short span of time. MX TakaTak will continue to function as a separate platform for now, but the two platforms’ creator base, content supply and recommendation algorithms will be integrated. In the coming months, the experience of users and creators will converge enabling creators from both platforms to reach the most extensive set of audiences in India. This will provide users access to unique features including best-in-class camera creation tools with Snap filters, live commerce, and a vast music library. Commenting on the merger, Ankush Sachdeva, CEO and Cofounder, ShareChat &amp; Moj, said, “We at ShareChat are building India’s largest content ecosystem which has been on an unprecedented growth trajectory. MX TakaTak is a popular platform and this merger further solidifies our position in the short video ecosystem. With this development, we aim to build the largest original content platform on Moj along with the largest community of users across India.” Commenting on the partnership, Karan Bedi, CEO MX Media said, “I am excited to announce the strategic merger of India’s two most popular social media platforms. As India's largest digital entertainment platform, MX has always strived to build superior world class products, and TakaTak is no exception. This combined with Moj’s AI and execution capabilities makes the combined business a truly world class short video platform. MX has created two ‘unicorns’ within one business, unlocking significant value for our shareholders, and will now continue to double down on OTT, with significantly increased financial resources.”

ShareChat and MX Media announce a strategic merger of Moj and MX TakaTak

<ul><li><keyword id="46718" type="General" weightage="20" keywordseo="iday" source="Orion">iDay</keyword> is dubbed as India's Largest &amp; most Definitive Startup Event for Tech Entrepreneurs featuring Global Icons, Unicorn Founders &amp; Leading Investors</li><li>Focuses on Tech trends including Fintech, Crypto SaaS for SMEs, Gig Economy, Capital Markets, Healthcare, Hybrid education &amp; More</li><li>Spread across 2 Days | 100+Speakers |50+ Sessions | Unicorn Roundtables, Workshops, Masterclasses &amp; Engaging Sessions</li></ul>With a huge number of companies witnessing accelerated scale, despite uncertain times, <keyword id="502904" type="General" weightage="20" keywordseo="tie-delhi-ncr" source="Orion">TiE Delhi-NCR</keyword> is organising the 10th edition of <keyword id="4390638" type="General" weightage="20" keywordseo="India-internet-day" source="Orion">India Internet Day</keyword> (iDay) in virtual format, with the theme ‘Digital India: Escape Velocity. With a Focus on Tech trends including Fintech, Crypto SaaS for SMEs, Gig Economy, Capital markets, Healthcare, Hybrid education &amp; more, it will span over 2 days 23rd &amp; 24th September. The conference plays host to in-depth sessions &amp; keynotes by leading founders &amp; investors from India and around the World. Speaking about the event, Karan Mohla, Co- Chair for iDay 2021 &amp; Partner, Chiratae Ventures said – “As India leapfrogs to being a tech enabled economy, India Internet Day 2021 rings in with the theme - Digital India: Escape Velocity. The year 2021 has been a defining one for the Indian startup ecosystem in more ways than one — record amount of fund inflow, creation of new unicorns, companies going public, and a new benchmark in terms of mergers &amp; acquisitions. This reflects the strength of the Indian start-ups. Through iDay this year we are putting a spotlight on the learning, insights &amp; trends which have in last 18 months, seem to have lent ESCAPE VELOCITY to the entire startup ecosystem.” Business Insider is the media partner for TiE's ‘Digital India: Escape Velocity' event. The Stellar line up at the event includes Global Speakers, Leading Entrepreneurs, Investors, Influencers, Startups, Tech Innovators likeRuchir Sharma, Morgan Stanley | Monish Darda, Icertis | Surojit Chatterjee, Coinbase | Jeff Maggioncalda, Coursera |John T Chambers, JC2 Ventures |Kanwaljit Singh, Fireside Ventures |Balaji S. Srinivasan, Angel Investor &amp; Entrepreneur, | Byju Raveendran, Founder &amp; CEO- Byju’s |Kunal Bahl, Co-founder &amp; CEO – Snapdeal|Kushal Bhagia, CEO – firstcheque | Rajan Anandan, Sequoia India &amp; Surge | Kumara Raghavan, Amazon Internet Services |Bikram Singh Bedi, Google Cloud | Lathika Pai, Microsoft |Vani Kola, Managing Director – Kalaari Capital | Supria Dhanda, Western Digital. “India Internet Day is curated &amp; led by a team of serial entrepreneurs &amp; investors. It has become a leading platform to catch the makers and leaders of the India Internet Growth story. Over the years, tech entrepreneurs have hugely gained from the conference. This year we put a spotlight on how technology &amp; resilience have shown the way through the worst crisis of our times. 40% of Indian unicorns have been added in 2021 &amp; this augurs well for the startup ecosystem. With engaging conversations at #iDay in form of Keynotes, Fireside Chats, AMAs. Masterclasses, Panel Discussions, Unicorn Roundtables, we wish to continue to foster entrepreneurship.” said Geetika Dayal, Executive Director, TiE Delhi-NCR The Conference was supported by Startup India, Google, Western Digital, Sequoia Capital, Morgan Stanley, Coinbase, Microsoft, AWS, Icertis, Kalaari and Avendus. About TiE Delhi-NCR’s India Internet Day From its inception #iDay has set out to be a leadership conference that looks to set conversations around vision 2025 for the industry. After a resounding debut in 2012, it has grown from being relevant to being indispensable for stakeholders across the ecosystem. #iDay hosts the entire gamut of internet mobile industry in India like no other forum. India Internet Day 2020 Co-Chairs – Lathika Pai &amp; Mohit Bhatnagar along with the team Abhishek Gupta, Alok Mittal, Arvind Jha, Deep Kalra, Dev Khare, Gautam Gandhi, Karan Mohla, Latika Pai, Miten Sampat, Prasanto K Roy, Rajan Anandan, Rajat Garg, Rajesh Sawhney, Ravi Gururaj and Vani Kola are the torchbearers who put together the conference that has emerged as the only voice of India’s internet industry. SEE ALSO <a href="https://www.businessinsider.in/stock-market/news/airtel-rights-issue-details-record-date-issue-price-and-more/articleshow/86446419.cms">Airtel rights issue worth ₹21,000 crore opens next month – record date, price, ratio and everything else you need to know</a> <a href="https://www.businessinsider.in/stock-market/news/freshworks-ipo-500-crorepatis-12-billion-market-cap-and-more-that-emerged-from-indias-first-saas-listing-at-nasdaq/articleshow/86445614.cms">Freshworks IPO — 500 crorepatis, $12 billion market cap and more that emerged from India’s first SaaS listing at Nasdaq</a> <a href="https://www.businessinsider.in/business/corporates/news/zee-sony-merger-heres-what-sony-is-really-getting-from-zee-entertainment/articleshow/86420990.cms">Zee-Sony merger: Here’s what Sony is really getting from Zee Entertainment</a>

TiE Delhi-NCR kickstarts the 10th Edition of India Internet Day themed Digital India: Escape Velocity

<ul><li>In our latest series, we look at different industries to understand what was 2020 like for them and to crystal gaze into the upcoming year, and identify some of the trends that will set the tone for 2021.</li><li>During the past few months of the global pandemic, people staying at home around the world have turned to various streaming services for entertainment. </li><li>With the coronavirus still around, we speak to OTT players to find out what would 2021 look like for the industry. </li></ul>Better connectivity, cheaper devices and even cheaper data plans have been aiding the growth of India’s over-the-top (OTT) industry over the past few years. However, 2020 became a year when more and more people came onto the digital ecosystem, thanks to being stuck at home during the lockdown. With people barely moving out of their houses, they turned to the digital world for their daily fix of entertainment. Also, people were more open with experimenting with different platforms. If an IBEF report is to be believed, the OTT sector in India saw a 30% rise in the number of paid subscribers, from 22.2 million to 29.0 million between March and July 2020. There was a visible increase in the time people were spending on most platforms. It therefore became important for platforms to come up with differentiated, fresh content that would help them stand apart. Owing to the fact that multiplexes were shut for months, many platforms also started launching movies directly on digital. Consumers have been happy for the most part. As we enter 2021, expectations from the sector are high. With the coronavirus still around, many people will continue staying in. So what will this mean for the OTT sector in 2021? Will more and more people continue coming onto platforms, and prefer to pay for the content that they like? How will OTT platforms be able to ensure consumer stickiness? What are a few trends that will stand out in 2021? We reached out to a few experts from the industry and here’s what they had to say. Archana Anand, Chief Business Officer, ZEE5 Global: <div type="image" title="Archana Anand zee5" msid="79998579" hostid="261"></div> I see two key themes that swung into prominence in 2020 emerging as key drivers of the <keyword id="9056838" type="UNKNOWN" weightage="20" keywordseo="ott-industry">OTT industry</keyword>’s skyrocketing growth in 2021. With the lockdown, we’ve seen a trend of people across the globe warming up to the idea of paying for quality content, and also being willing to commit to annual subscription packs where they see value. I see this trend only accelerating in 2021, leading to strong SVOD growth. This has also been a year where international content has gained massive traction across markets. With ZEE5 and other OTT platforms offering dubbed and subtitled content, enabling people in one geography to seamlessly access stories from any other, content is now truly democratized. Storytelling is increasingly blurring boundaries and storytellers are finding newer audiences beyond their own borders. I think 2021 is going to be the year that international content comes into even greater prominence as online audiences literally discover a world of new content via their OTT platforms. Hiren Gada, CEO, Shemaroo Entertainment Limited: <div type="image" title="Hiren Gada, CEO, Shemaroo Entertainment Limited" msid="79995505" hostid="261"></div> 2021 is going to be an exciting year as OTT is already riding the wave of increased data consumption and internet penetration in the small towns and rural India. The year gone by also saw some great innovations and developments in the OTT space. From direct-to-digital releases to the increasing growth in the regional content, this year has bolstered the growing popularity of OTT to an all-time high. One trend that is expected to take centre stage is highly localised and regional content. The key to ace the trend is to have an in-depth understanding of the traditions and culture of the viewers. Understanding the deep-rooted connections our viewers have with their mother tongue, we have developed a strong regional strategy for Shemaroo across all our platforms. We have a huge content bank that ranges from Bollywood, Gujarati, Marathi, Punjabi, Kids, Devotional, and various specialised trays. Content companies saw a huge change and spike in the content viewing pattern of the audiences during the lockdown. Our regional offerings saw an impressive surge in viewership especially in the Gujarati category with viewership as high as 102% in the peak months of the lockdown. While Bollywood is our mainstay, our teams have been constantly acquiring and upgrading our regional offerings, so our audiences have something new every time they tune in. We aim to make it a more robust and comprehensive pick for any consumer who wishes to enjoy varied regional content. Ferzad Palia, Head, Voot Select, Youth, Music and English Entertainment, Viacom18: <div type="image" title="Ferzad Palia." msid="79995514" hostid="261"></div> Year 2020 saw the OTT category driven by groundbreaking storytelling and macro factors resulting in significant growth for SVOD services. Viewers’ willingness to pay for quality content is now well established. However, around 65% of subscribers are still from Top 10 metros. 2021 will buck this trend and see the Premium OTT Category in India expand its footprint outside of the top 10 metros, heralding the next phase of growth for the category. Karan Bedi, CEO - MX Player: <div type="image" title="Karan Bedia Mx player" msid="79998628" hostid="261"></div> Video streaming has become the primary mode of entertainment for most digital consumers across India this year. With this backdrop, India is set to become a key market for growth in OTT video in 2021. This will lead to an avalanche of new unique original content for these audiences as they have very little to watch on TV. In this situation, marketers are also increasingly aware of where their money works best, and would like to focus on those mediums, namely digital and OTT. Divya Dixit, SVP, Marketing, Analytics and Direct Revenue, ALTBalaji <div type="image" title="Divya, altbalaji" msid="79995519" hostid="261"></div> Digital is an ever-evolving medium and when it comes to OTT players, competition across the industry is soaring high with everyone at their toes trying to secure their places in the minds of consumers. While the pandemic of 2020 redefined content consumption, the year 2021 will chart new business alliances and revenue models for platforms to acquire direct subscriptions. The report from FICCI and E&amp;Y predicted 30-35 million paying subscribers on OTT platforms alone in the year 2021, and we are excited about carving a substantial pie out of the same. Our objective has always been content massification and with the next billion internet users set to hail from the Hindi heartlands, India’s digital industry promises a host of fresh avenues to explore and expand. The soon-to-arrive 5G networks will only work as an important factor for OTT platforms to scale further heights. Prime Video India spokesperson: “2020 has been a very exciting year for us at Prime Video India – at a time when a large section of customers, looking for high quality entertainment, are turning to streaming video - we launched 18 direct-to-digital movies (across 5 Indian languages) and 8 Indian Amazon Original Series, in addition to several Global Originals and hundreds of licensed and exclusive titles. One of the most consistent trends we observed in 2020 is that great content transcends geographical barriers. Indian stories are traveling across the globe - 1 out of 5 viewers of Indian Originals are from outside India. Both Four More Shots Please! and Made in Heaven were nominated for the International Emmy Awards, a testimony to local, authentic stories finding a global audience. Our first slate of DTS movies received close to 50% (and sometimes more) viewership for titles in Indian languages from customers outside the home states. Our Bollywood direct-to-service movies were block-buster hits - Gulabo Sitabo and Shakuntala Devi have been our most-watched movies on Prime Video in India as well as the most-watched Hindi/ Bollywood Movie outside India. Localized content not only helps us remain relevant, relatable but eventually also helps in widening audience reach - we also see global shows going deeper in India. We released Parasite with Hindi subs in India and that opened viewership to a whole new audience. We also dubbed some of our popular Global Amazon Originals like Tom Clancy’s Jack Ryan and more recently, the second season of the The Boys in Indian languages, leading to more people discovering and watching these titles. This gives us an insight that customers are ready to watch content that has originated from any part of the world, if the story and the characters resonate with them.”

OTT: The trends to watch out for in 2021

<ul><li>Even after the record growth witnessed by streaming services in India, the question remains whether these platforms can retain the massive lockdown gains </li><li>With streaming services under pressure to provide new content frequently and producers trying to not lose money in films, web premiers might be another new normal. </li><li>Moreover, a KPMG report suggested that OTT platforms should look at gaming as an extension to their ecosystem offerings. </li></ul>Streaming services are the only bright spot for the millions who are isolating at home during lockdown. With ample leisure time and fewer options, usage of streaming platforms surged. Most of the 35 streaming giants in India — <keyword id="3960758" type="PERSON" weightage="20" keywordseo="Amazon-Prime-Videos">Amazon Prime Videos</keyword>, <keyword id="6245082" type="UNKNOWN" weightage="20" keywordseo="ZEE5">Zee5</keyword>. Voot, Hungama, AltBalaji, MX Player — witnessed a record growth fueled by quarantine. The Big Boost During the lockdown, there was a 265% increase in OTT traffic since February last week — in spite of the drop from HD to SD, according to Internet Exchange operator DE-CIX. The five services that gained the most are Amazon Prime Videos, Netflix, Youtube, Zee5 and Hotstar. Disney+ — which was launched soon after India locked itself down —<a href="https://techcrunch.com/2020/04/08/disney-has-more-than-50m-subscribers/"> added 8 million users </a>within a week. Whereas, Netflix India — which was earlier losing to the homegrown market — too <a href="https://www.businessinsider.in/finance/news/exclusive-app-tracking-data-for-netflix-reveals-the-countries-where-usage-spiked-in-march-and-suggests-strong-viewership-heading-into-q1-earnings/articleshow/75162782.cms">saw at least an 8% growth in Q1FY20 driven</a> by its cheapest mobile online plan at ₹199. Zee5, a homegrown OTT platform, saw 36% growth during the lockdown. Whereas its foreign arm, <keyword id="7124509" type="UNKNOWN" weightage="20" keywordseo="ZEE5-Global">Zee5 Global</keyword> saw a 60% surge in users across the world including the Middle East and Canada. Alt Balaji, yet another homegrown platform, saw a 60% growth in its subscription. <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 services </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;">Change in viewership due to Covid-19 </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 India </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;">+8% in Q1 </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;">Zee5 </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;">+36% </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;">Hungama Play </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;">+20% </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;">Eros Now </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;">+70-100% </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;">MX Player</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;">130% surge on engagement </td></tr></tbody></table> A short-term spike or a long-term gain A<a href="https://rollingstoneindia.com/how-the-coronavirus-is-impacting-audio-and-video-streaming-in-india/"> Nielsen report</a> predicted that lockdown can trigger a 60% rise in content consumption in India. Even after the record growth witnessed by streaming services in India, the question remains whether these platforms can retain the massive gains post lockdown. Hence, when Netflix recently said it added a record 15.8 million paid subscribers globally, it also added that it is treating it as “<a href="https://techcrunch.com/2020/04/21/neflix-q1-earnings/">a short-term spike” and the growth will gradually decline. </a> A KPMG report, however, believes that OTTs are likely to see continued accelerated growth. "While the same levels of consumption may not be achieved once we overcome this pandemic, there is definitely a new and higher normal that is likely to be established when it comes to time spent on OTT platforms," Girish Menon, Partner and Head, Media and Entertainment, KPMG in India told Business Insider. Moreover, Menon believes consumers are likely to develop a habit of consuming video online during lockdown which would later drive subscription growth. However, According to Karan Bedi, MX Player, OTT platforms might witness some immediate dip post lockdown, but the overall base and average time spent would continue the rise. With shooting of new TV series being delayed and movie theatres closed, services with large, legacy libraries and fresh content, have an inherent advantage. “A new normal has been witnessed as consumers adapt to the evolving situation of the pandemic. We feel this pattern will stay as it is in the post-COVID-19 era as well and perhaps there will be some incremental change in the overall user growth,” Aparna Acharekar, programming head of ZEE5 India. Ferzad Palia, who heads Voot Select in India too thinks the same. Rohit Paranjpe who heads SugarBox Networks believes new content will continue to enthuse people. The pressure on OTT services to release new content more frequently may also go up. Also, OTT players too should not be happy just retaining users and will have to engage them more. Apart from films, KPMG in a report suggested OTT platforms look at gaming as an extension to ecosystem offerings. “OTT will look to bring their consumer’s value in other areas: from aggregating other third party content providers who are not competing with them to promoting and pushing other adjacent services, like fitness and food delivery apps, and education platforms,” said Lior Friedman, VP - global partnerships and strategy at Amdocs Media. Directly onto OTT platforms With streaming services under pressure to provide new content frequently and producers trying to not lose money in films products, web premiers might be a new normal. Lakshmi Bomb featuring Akshay Kumar might release on Disney+Hotstar. MUBI is premiering Pablo Larrain’s film ‘Ema’ in India, UK and Ireland on May 2. Whereas, Zee5 is also considering premiering movies directly on its platform in the near future. AB Anni CD will be yet another film to be released directly on Amazon Prime Videos. Akshay Bardapur, the producer of the movie that stars Amitabh Bachchan said, “We didn’t want to keep audiences from watching two megastars. Also, it made sense to recover losses by selling content to the OTT.” But big-budget movies are preferring to hold back. Recently, the makers of Ranvir Singh starrer movie ‘83 said they will release the film in theatres first even <a href="https://mumbaimirror.indiatimes.com/entertainment/bollywood/ranveer-singhs-83-to-not-release-on-ott-platforms-makers-aim-for-theatrical-release/articleshow/75401861.cms">if they had to wait for six or nine months. </a> “While producers of movies that have a reasonable budget may experiment with releasing movies directly on OTT platforms or opt for a pay-per-view model, bigger films are unlikely to be released until later this year or next year,” says Neeraj Roy, founder and CEO of Hungama Digital Media. See also: <a href="https://www.businessinsider.in/entertainment/news/cinema-halls-may-not-open-in-india-until-june-end/articleshow/75407053.cms">Cinema halls may not open in India until June end</a> <a href="https://www.businessinsider.in/entertainment/news/lockdown-watchlist-want-to-binge-watch-a-show-that-lasts-a-week-try-these-long-running-shows-on-netflix-amazon-prime-disney-hotstar-and-others/articleshow/75173116.cms">Lockdown Watchlist: Want to binge-watch a show that lasts a week? Try these long-running shows on Netflix, Amazon Prime, Disney+ Hotstar and others</a>

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Short format video app MX TakaTak is launching a Rs 100 Crore fund to help creators build an alternative career

BI India Partner

MX Player adds gaming to its offerings with 9 android mobile games

BI India Partner

MX Player cuts down video streaming data consumption by half; upgrades its video encoding and compression technology to H.266

BI India Partner

ShareChat and MX Media announce a strategic merger of Moj and MX TakaTak

BI India Partner

TiE Delhi-NCR kickstarts the 10th Edition of India Internet Day themed Digital India: Escape Velocity

BI India Partner

OTT: The trends to watch out for in 2021

Samarpita Banerjee

Streaming platforms who are on a new high — are hosting web premiers and might even expand to gaming

Preeti Soni

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