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<ul><li>Content and services in India are being localised but terms and conditions for <keyword id="6391249" type="UNKNOWN" weightage="20" keywordseo="consent">consent</keyword> aren’t always in a local language.</li><li>Rakesh Deshmukh, co-founder and CEO of Indus OS, points out that non-English language internet users aren’t always tech-savvy.</li><li>This puts them at risk of giving away data without realising it.</li></ul>Localising content in India is a big trend. For most first-time internet users in India, English is not their first language — it’s not even their second. Global brands like <keyword id="6355629" type="DEFINITION" weightage="20" keywordseo="google">Google</keyword>, Netflix, and Amazon are already on the path to diversification by offering Indian users multiple local language options. While there the quantity of local content is growing, the same can’t be said about consent. English-speaking users don’t necessarily read all the terms and conditions when giving permissions to apps. When the fine print is in a foreign language and filled with technical details, the problem gets compounded when it extends to local languages. Local users aren’t always the most tech-savvy individuals according to Rakesh Deshmukh, co-founder and CEO of Indus OS and the Indus App Bazaar— the largest indigenous app store in India. It currently has over 50 million users with plans to hit 100 million by the end of the year. "They might not be able to understand the permission that applications are asking for and giving those permissions away could harm them," he told Business Insider in an interview. The power to change things lies with regulators and developers The <keyword id="7729349" type="UNKNOWN" weightage="20" keywordseo="Indus-App-Bazaar">Indus App Bazaar</keyword> has two layers of security checks in play. One is its own internal review, and second is the security layer provided by Google. "For our own internal security, we conduct audits to check that all the data is secure. Then there’s the Android Security Framework which prevents malware applications from being installed," explains Deshmukh. Even internally, there are three sub-levels — an anti-virus check, an internal review team and proprietary tools to identify malicious apps or fake applications. Despite these safeguards, it is possible for data breaches to occur, which is why prevention is generally considered to be the best cure. "Larger stakeholders here are the regulatory body and the developers. From the app store point of view, if the app is malicious — we can blackball it. But we don’t have control over what applications are doing with the data once users have given their consent — that is beyond our purview," said Deshmukh. Which is why it’s so important to learn about cyber threats and the cybersecurity basics before accessing the internet, like ensuring you have your own anti-virus in place and only giving access permissions to applications that you’re sure that you can trust. See also: <a href="https://www.businessinsider.in/tech/news/the-sins-and-virtues-of-data-privacy-experts-discuss-where-the-responsibility-lies/articleshow/73689240.cms">The sins and virtues of data privacy — Experts discuss where the responsibility lies</a> <a href="https://www.businessinsider.in/tech/news/heres-how-to-keep-your-phone-from-getting-hacked-like-jeff-bezos-according-to-a-cybersecurity-expert/articleshow/73685677.cms">Here's how to keep your phone from getting hacked like Jeff Bezos, according to a cybersecurity expert</a> <a href="https://www.businessinsider.in/tech/news/cloud-5g-and-wetware-attacks-the-5-biggest-cybersecurity-threats-of-2020/articleshow/73054612.cms">Cloud, 5G and 'wetware' attacks — the 5 biggest cybersecurity threats of 2020</a>

Online content is being localised — but consent still has a ways to go

Content streaming platform <keyword id="128682" type="General" weightage="100" keywordseo="netflix" source="Orion">Netflix</keyword>, which reduced its subscription prices in <keyword id="3658" type="General" weightage="50" keywordseo="india" source="Orion">India</keyword> late last year, is witnessing an uptick in user engagement in the country, as it doubles down on creating more localised content. In a first quarter (Q1) earnings call with analysts, Netflix said it has seen a nice growth in the country after it announced in December that its mobile-only plan was available at Rs 149 per month, and entry-level plan at Rs 199 per month. "The product fit incorporates subscription prices as well as willingness and ability to pay. So we have seen a nice uptick in engagement in India. We are definitely taking it in the right direction," Netflix co-CEO <keyword id="1770891" type="General" weightage="50" keywordseo="ted-sarandos" source="Orion">Ted Sarandos</keyword> said late on Tuesday. According to <keyword id="13659275" type="General" weightage="50" keywordseo="netflix-coo-greg-peters" source="Orion">Netflix COO Greg Peters</keyword>, the subscribers in India are largely behaving similar to the subscribers they have added over the last 12 months. "So not a fundamental difference. And really, this was a bet in terms of long-term revenue maximisation, which is sort of how we think about the top level, the valuatory model we have for these things," Peters told analysts. He said that Ted's team "is doing some incredible work on Indian content, and we saw the slate there". "And we're really excited about a bunch of titles that were coming down and thought there was an opportunity to broaden the audience that got to see those titles," he announced. Netflix said it is making good progress in <keyword id="156416" type="General" weightage="50" keywordseo="apac" source="Orion">APAC</keyword> "where we are seeing nice growth in a variety of markets including Japan, India, Philippines, Thailand and Taiwan". The Asia Pacific (APAC) region added 1.09 million paid Netflix members in the region in Q1 2022. According to Netflix CEO <keyword id="566177" type="General" weightage="50" keywordseo="reed-hastings" source="Orion">Reed Hastings</keyword>, the company is working on how to monetise sharing of its content. "There are over 100 million households that already are choosing to view Netflix. They love the service. We just got to get paid to some degree for them," he said. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/ceo-bonus-for-the-top-10-tech-giants-soared-400-amid-pandemic/articleshow/90949619.cms">CEO bonus for the top 10 tech giants soared 400% amid pandemic</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/enterprise/news/netflix-has-lost-200000-subscribers-in-the-first-quarter-of-2022/articleshow/90950450.cms">Netflix share price tanks as the company records its first drop in users since 2011</a>

Netflix India observes an uptick in user engagement after reduction in prices

<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.

How India is ‘Cutting the Cord’ to drive an OTT revolution

<ul><li>The global streaming giant Netflix has just launched its Hindi-language interface in India. </li><li>Netflix localisation card may be coming in a little late with its primary competitor, <keyword id="2976376" type="PERSON" weightage="20" keywordseo="Amazon-Prime-Video">Amazon Prime Video</keyword>, who launched Hindi user-interface nearly two years ago. </li><li>Netflix continues to lag behind Hotstar, JioTV, and Amazon Prime Video when it comes to capturing the market share in India. </li></ul>Netflix may have a fine collection of original Hindi content, like the record-breaking Sacred Games, but you still needed to know English to make your way around the platform. In a move to expand its footprint and reach a bigger audience, the video streaming behemoth is now eliminating the language barrier by launching a Hindi user interface. But it has come about two years too late.One of Netflix’s primary competitor’s in the India market, Amazon Prime Video, introduced its Hindi user interface way back in 2018, as did JioTV when launched in 2019. Surprisingly, homegrown Hotstar, which has the most amount of Hindi content, does not offer a Hindi-language interface. But that hasn’t stood in the way of its success. Hotstar has captured nearly one-third of the market share in India, followed by JioTV. Global companies lag with Amazon Prime Video at 10% of the market share in India and Netflix only at 5%. <div type="image" title="snapshot-1596801651366" msid="77414297" hostid="261" caption="&amp;lt;p&amp;gt;India&amp;#39;s OTT market share among video streaming apps&amp;lt;/p&amp;gt;"></div> Netflix may not be able to boast about numbers, but its exclusive content generation does set it apart from the crowd. After the success of Sacred Games, Netflix has been doubling down on its bet in India with indie films like Bulbbul, Choked: Paisa Bolta Hai, and Mighty Little Bheem. Next week on August 12, the video streaming platform is set to release another 17 new titles, including Ludo, A Suitable Boy, and the much-awaited movie Gunjan Saxena: The Kargil Girl. Pricing continues to be a pain point Other than language, the other main barrier for Netflix in India has been its subscription price point, which is relatively higher than its competitors. It already tried to address the issue by launching a ₹199 per month mobile-only subscription. It’s also reportedly working on a new ₹347 per month plan for all devices, not just mobiles. <table style="border-width: initial; border-style: none; width: 468pt; table-layout: fixed;"></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;">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;">Monthly subscription rate </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;">₹ 199 mobile-only (₹499 for single screen across all devices) </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 </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;">₹ 129 </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 </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;">₹ 299 single screen </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;">JioTV </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;">NA — comes bundled with JioFiber </td></tr></tbody></table> In comparison to Netflix’s current basic monthly subscription at ₹499 for a single screen, the new plan will be 30% cheaper. Even then it won’t be as cheap as Amazon Prime Video’s ₹129 per month subscription of Hotstar's ₹299 monthly rate. With the price-conscious Indian consumer, it’s too early to say if adding the appeal of localisation will be enough to get more users onboard.

Netflix launches Hindi user interface in India — two years after Amazon Prime Video

<ul><li>Spotify has managed to reign in a million users within one week of its launch in India. </li><li>One of the reasons could be the localisation of Spotify’s premium subscription model.</li><li>Looking at how other brands have localised their pricing for India also sheds some light onto Spotify’s success.</li></ul>In the first week of its <a href="https://www.businessinsider.in/spotify-launches-in-india/articleshow/68173763.cms">launch</a> in India, Spotify has reportedly garnered a million users — despite its <a href="https://www.businessinsider.in/spotify-india-launch-delayed-by-warner-music/articleshow/68165261.cms">legal troubles</a> with Warner Music Group. Even though Spotify met a few speed bumps prior to its launch in the country, its robust beginning could be the result of its competitive pricing strategy. It’s not just about how Spotify’s <a href="https://www.businessinsider.in/spotify-launches-in-india/articleshow/68173763.cms">subscription plans</a> stack up against its music-streaming competitors like JioSaavn and Gaana but about how Spotify has localised its pricing model to India’s users. In the United States, a Spotify costs $9.99 (₹700) per month but in the India the monthly subscription cost is only ₹119 — that’s 80% cheaper than its price in the US. In both cases, you do get a 30-day trial to figure out whether or not it’s worth the money. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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 One <a href="https://www.musicbusinessworldwide.com/spotify-doesnt-cost-9-99-everywhere-and-thats-absolutely-fine/">theory</a> is that Spotify charges only what a market can bear by prices set according to each country’s per capita gross domestic product (GDP). Netflix While in the US the monthly subscription cost for Netflix is $7.99 (₹561), the same subscription is only marginally cheaper in India at ₹500. Taking the library size into consideration, that does make India the third most <a href="https://www.comparitech.com/blog/vpn-privacy/countries-netflix-cost/">cost effective</a> in terms of cost-per-title among countries where the video streaming service is available according to a report by Comparitech. But, in terms of being cheap in absolute value, India is only 17.7% percent cheaper than the average cost of monthly Netflix subscription around the world — ranking it seventh below Brazil, Colombia and even Canada. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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 Even so, Netflix has reiterated that it has <a href="https://in.reuters.com/article/netflix-india-pricing/netflix-ceo-hastings-says-no-plans-for-cheaper-india-offerings-idINKCN1NF07D" data-type="tilCustomLink">no plans</a> to lower prices in India in any of its three subscription models — basic, standard and premium. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 <div type="ExtQuote" text="&quot;We see the typical mix across these three plans that we see in many other countries like the U.S., which would indicate that we don't have a pricing issue. Because if it was, everyone would be on the lower price plan.&quot;" auname="Reed Hastings, Netflix CEO in an interview with Reuters"></div>






































 Despite being in the country since 2016, there are only half a million Netflix subscribers in India. Amazon Prime Amazon, on the other hand, has done a better job of toning down its prices for India. In fact, India has the <a href="https://www.comparitech.com/blog/vpn-privacy/amazon-prime-video-cost/">cheapest</a> Amazon Prime subscription in the world at ₹129 per month, which is 73% cheaper than the average monthly subscription rate. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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 But, the US and the UK still get a better bang for their buck because their video library is considerably larger. Either way, the pricing strategy works for them since they have reported 10 million prime users in India as of last year — despite all the ‘shared accounts’. Apple Music Even Apple Music has moderated its prices for India where it only costs ₹120 per month locally whereas an individual subscription plan in the United States would cost $9.99 (₹700). This is an exception for the company notoriously known for being steadfast in not lowering the price of iPhones in emerging markets where it's losing its market share to Chinese competitors like Xiaomi and Huawei. Spotify still have tough road ahead of them. According to a <a href="https://www.creativefirst.film/show_pdf/1791" data-type="tilCustomLink">joint report</a> by Deloitte and the Indian Music Industry (IMI) India has around 150 million paid users of music streaming services. And, as of August, Gaana had 75 million users. See also: <a href="https://www.businessinsider.in/compare-music-apps-spotify-vs-jiosaavn-gaana-amazon-apple-google/articleshow/68187518.cms">Comparing Spotify, JioSaavn, Gaana and Amazon Music — which one makes sense for you</a> <a href="https://www.businessinsider.in/spotify-launches-in-india/articleshow/68173763.cms">Spotify silently launches in India with premium membership options starting at ₹13</a> <a href="https://www.businessinsider.in/Spotify-just-proved-that-the-streaming-music-business-is-a-like-a-black-hole-and-investors-might-not-see-it-until-its-too-late/articleshow/63119999.cms">Spotify just proved that the streaming music business is a like a black hole - and investors might not see it until it's too late</a>

Spotify got a million Indians to try its app in a week — but they will only stay if the price is right

Ending months of speculation, <a href="http://www.businessinsider.in/searchresult.cms?query=amazon&amp;sortorder=effectivedate">Amazon</a> has finally brought its <a href="http://www.businessinsider.in/searchresult.cms?query=amazon+prime+video&amp;sortorder=effectivedate">Prime Video</a> offering to India, giving stiff competition to <a href="http://www.businessinsider.in/Get-ready-to-pay-15-tax-everytime-youre-downloading-movies-and-TV-shows-from-foreign-sites/articleshow/55465570.cms">Netflix India</a>. <keyword id="18635" type="CITY" weightage="100" keywordseo="Amazon">Amazon</keyword>'s premium video streaming service has gone live in the country from December 14 and the apps are already available for download on Playstore and iOS. 
 
Available to<a href="http://www.businessinsider.in/searchresult.cms?query=amazon+prime&amp;sortorder=effectivedate"> Amazon’s Prime</a> subscribers, <keyword id="2976376" type="UNKNOWN" weightage="100" keywordseo="Amazon-Prime-Video">Amazon Prime Video</keyword> lets you stream TV shows and movies – both Indian and international including Amazon Original Series as well. If you're on <keyword id="6355645" type="COMPANY" weightage="100" keywordseo="android">Android</keyword> and have already installed and signed in to the Amazon app, then you can start watching on the <keyword id="2740693" type="UNKNOWN" weightage="100" keywordseo="amazon-video">Amazon Video</keyword> app by just installing it. There is no need for you to sign in again, as it looks like the Prime Video is included in the Amazon Prime subscription, making it the cheapest video streaming service. 
 
At the moment, you can subscribe to Prime at just Rs. 499 per year, though the full price is supposed to be Rs. 999 per year. It is however not yet clear when this pricing will come into effect. 
 Keeping the present rate in mind, an Amazon Prime Video subscription works out to under Rs 50 per month, and even at full price would be a little under Rs 100 per month. This is a steal compared to <keyword id="128682" type="COMPANY" weightage="100" keywordseo="Netflix">Netflix</keyword>, where the monthly subscription is Rs 650 and even, Hotstar, the homegrown alternative, which comes to Rs 199 per month. 
 
If you're wondering whether the cheaper price has any effect on the catalogue, then you're mistaken. Unlike Netflix, which launched its services in the country in January this year without much of Indian content, Amazon is paying close attention to the local market. Apart from being in talks with several Indian studios, the company has already tied up with <a href="http://www.businessinsider.in/searchresult.cms?query=karan+johar&amp;sortorder=effectivedate">Karan Johar's</a> Dharma Productions, T-Series and <keyword id="15354" type="PERSON" weightage="100" keywordseo="mukesh-bhatt">Mukesh Bhatt</keyword>'s <keyword id="359695" type="COMPANY" weightage="100" keywordseo="Vishesh-Films">Vishesh Films</keyword>, among others. It is reportedly also in the race for bagging the streaming rights for the <keyword id="6354312" type="CITY" weightage="100" keywordseo="IPL">IPL</keyword>. 
 
Besides, one glance at the app will confirm that the company is focusing equally on Hindi movies and its own originals. The top scroll shows films like Sultan, Kabali, <a href="http://www.businessinsider.in/searchresult.cms?query=kapoor+and+sons&amp;sortorder=effectivedate">Kapoor and Sons</a> and Raaz alongside Supernatural, and the Man in the High Castle. Its TV shows focus on popular picks such as The Good Wife, 2 Broke Girls and The Good Wife. 
 
It wouldn't be wrong to assume that Amazon's combination of localised content and affordable pricing could well make it a disruptivce streaming service in India, dethroning Netflix.

Amazon has finally launched Prime Video in India and here's why it might be better than Netfllix

<ul><li>Apple’s new video streaming service, Apple TV Plus, launched today at a subscription ₹99 per month.</li><li>Apple TV Plus monthly subscription in India is 72% cheaper than the US subscription that costs $4.99.</li><li>While Apple TV’s subscription is cheaper than Amazon Prime, <keyword id="2739840" type="PERSON" weightage="20" keywordseo="Hotstar">Hotstar</keyword> and Netflix — its library is currently limited to eight shows.</li></ul>Apple TV Plus launched in 100 countries today, including India. But unlike other countries, the subscription for Apple’s new OTT service is only ₹99 per month. The company has had a tough time breaking through to the Indian market when it comes to iPhones because the exuberant prices. But with Apple TV Plus, the company has a <a href="https://www.businessinsider.in/netflix-disney-and-roku-tumble-after-apple-announces-its-streaming-service-will-be-cheaper-than-rivals/articleshow/71072368.cms">new found sensitivity for prices</a> in India. At ₹99 ($1.38), Apple TV Plus’ monthly subscription is 72% cheaper in India as compared to in the US where its launching at $4.99 (₹358). The aggressive pricing is also mindful of Disney Plus’ upcoming launch that’s slated to go live on November 12 at $6.99 per month. In India, Disney’s shows will be available to users through Hotstar since it’s a subsidiary of Star India, which, in turn, is owned by Disney. Apple TV Plus is cheaper but limited At ₹99, Apple TV’s subscription undercuts most of its competition — Amazon Prime, Hotstar, and Netflix — in the country. But it’s not without its drawbacks. Instead of having a large library of shows, Apple TV Plus has only <a href="https://www.businessinsider.in/entertainment/news/even-at-only-5-per-month-apple-tv-plus-is-a-terrible-deal-compared-to-competitors-like-netflix-hulu-or-hbo/articleshow/71825569.cms">eight shows up for grabs right now and no licensed content</a>— a severe limitation. It doesn’t help that those shows aren’t getting the best response <a href="https://www.businessinsider.in/entertainment/news/apples-the-morning-show-is-being-called-brutally-dull-and-underwhelming-by-critics-despite-its-lavish-300-million-budget/articleshow/71794929.cms">from critics</a>. Initially, Apple had set aside $1 billion for original content. But according to the <a href="https://www.ft.com/content/4f7f4326-c2bf-11e9-a8e9-296ca66511c9">Financial Times</a>, that budget has now ballooned to <a href="https://www.businessinsider.in/apple-is-reportedly-dropping-billions-of-dollars-on-its-big-push-into-tv-which-is-expected-to-launch-in-november/articleshow/70757228.cms">$6 billion</a>. The company has also promised to bring a host of new shows to its service in the near future. <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Service </td><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Subscription per month </td></tr><tr><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Apple TV Plus </td><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹ 99 </td></tr><tr><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Zee5 </td><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹ 99 </td></tr><tr><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Sony LIV </td><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹ 99 </td></tr><tr><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Eros Now Premium </td><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹ 99 </td></tr><tr><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Eros Now Plus </td><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹ 49 </td></tr><tr><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Amazon Prime </td><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹ 129 </td></tr><tr><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Hotstar Premium </td><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹ 299 </td></tr><tr><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Netflix </td><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Starting at ₹ 499 per month </td></tr><tr><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">ALTBalaji </td><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹ 34 (at a quarterly subscription of ₹100) </td></tr><tr><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">MX Player </td><td style="border-left:solid #000000 0.98958pt;border-right:solid #000000 0.98958pt;border-bottom:solid #000000 0.98958pt;border-top:solid #000000 0.98958pt;vertical-align:top;background-color:#ffffff;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Free </td></tr></tbody></table> Apple’s approach to pricing emulates what <a href="https://www.businessinsider.in/spotify-vs-apple-music-vs-netflix-vs-amazon-prime-prices/articleshow/68297160.cms">Spotify</a> already did earlier this year with its music streaming service. At ₹199 per month in India versus $9.99 in the US , the price for Spotify’s monthly subscription is 70% cheaper. In comparison, Netflix is currently the most expensive video streaming service in India at ₹499 per month for single-screen viewership. It offers a <a href="https://www.businessinsider.in/netflixs-cheapest-ever-subscription-announced-at-199-for-mobile-users-in-india/articleshow/70359879.cms">mobile-only plan</a> at ₹129 but that — again — is restricted to a single screen and exclusively for smartphones. On the other hand, it has a lot more content to offer as well — not just international but localised shows. Netflix’s original shows like Sacred Games, Delhi Crimes and Ghoul have been appreciated by audiences and critics alike. Amazon Prime, the cheapest of the lot, costs ₹129 per month and can also boast of localised and original content like Made in Heaven, Mirzapur and Breathe. In addition to the shows, Amazon Prime’s subscription also allows you to shop with special offers and gives users access to Amazon Music. <a href="https://www.businessinsider.in/hotstar-vip-subscription-plan-price-features-original-content/articleshow/68532179.cms">Hotstar</a>, who recently increased its subscription prices, costs ₹299 month — thrice the price of Apple TV Plus. You don't necessarily need an iPhone or an Apple device for Apple TV Plus There may be hope for Apple yet since its overcoming one of the primary barriers for most users — they don’t need an <a href="https://www.businessinsider.in/this-is-the-iphone-11/articleshow/71071731.cms">iPhone</a>, <a href="https://www.businessinsider.in/apple-just-unveiled-a-new-10-inch-ipad-launching-later-this-month-for-329/articleshow/71071358.cms">iPad</a>, or <a href="https://www.businessinsider.in/i-tried-apples-recently-updated-mini-mac-and-its-the-way-to-go-if-youre-looking-for-macos-desktop-on-a-budget/articleshow/68473050.cms">Mac</a> to access Apple TV Plus. Apple’s partnership with Amazon will allow owners of the Fire TV Stick to access the service on television sets. Otherwise users can always view content via the official site, tv.apple.com. Anyone who’s in the market for a new Apple device will get a one year of free subscription to Apple TV Plus bundled with their purchase. <keyword id="8086181" type="UNKNOWN" weightage="20" keywordseo="apple-tv-plus-shows">Apple TV Plus Shows</keyword> A few of the trailers of Apple’s new TV shows like <a href="https://www.businessinsider.in/the-creator-of-the-battlestar-galactica-reboot-is-back-with-an-apple-exclusive-show-about-a-world-where-america-never-quit-the-space-race/articleshow/69641035.cms">For All Mankind</a>, Dickinson and <a href="https://www.businessinsider.in/apple-just-released-a-cryptic-new-teaser-for-its-upcoming-tv-show-starring-jennifer-aniston-and-steve-carell-and-people-are-completely-bewildered/articleshow/70649975.cms">The Morning Show</a> were released during the WWDC event. According to the company, they have cumulatively been viewed over 100 million times. Apple also debuted the trailer for <a href="https://www.businessinsider.in/miscellaneous/apple-just-announced-a-slew-of-original-tv-shows-check-them-out/slidelist/68570117.cms">See</a> during the event starring the Game of Thrones star, Jason Mamosa. "Our mission for Apple TV Plus is to bring you the best original stores from the most creative minds in television and film," said CEO of Apple Tim Cook during the launch event. See also: <a href="https://www.businessinsider.in/entertainment/news/the-morning-show-director-pushes-back-on-reports-of-a-300-million-budget-for-the-apple-tv-series-calling-them-way-overblown/articleshow/71844196.cms">'The Morning Show' director pushes back on reports of a $300 million budget for the Apple TV series, calling them 'way overblown'</a> <a href="https://www.businessinsider.in/entertainment/news/even-at-only-5-per-month-apple-tv-plus-is-a-terrible-deal-compared-to-competitors-like-netflix-hulu-or-hbo/articleshow/71825569.cms">Even at only $5 per month, Apple TV Plus is a terrible deal compared to competitors like Netflix, Hulu, or HBO</a> <a href="https://www.businessinsider.in/entertainment/news/apples-the-morning-show-is-being-called-brutally-dull-and-underwhelming-by-critics-despite-its-lavish-300-million-budget/articleshow/71794929.cms">Apple's 'The Morning Show' is being called 'brutally dull' and 'underwhelming' by critics despite its lavish $300 million budget</a>

Apple TV Plus launches at ₹99 per month to undercut competition in India but only has eight shows to offer

<ul><li>The ‘Well Played India’ campaign specifically highlights four key moments of the year and what Spotify users listened to the most, during these moments.</li><li>Right from ‘Diwali cooking’ to ‘post-Diwali workout’, and from the ‘wedding season’ to the ‘traffic’ season that comes along with the weddings, the brand campaign depicts how every situation was accompanied by music. </li><li>The campaign features two TVCs, 25 digital creatives across online and social media platforms, and 15 OOH creatives highlighting culturally relevant audio trends, through the end of the year.</li><li>Spotify’s latest campaign ‘Well-played’ India is an extension of #SpotifyWrapped that celebrates how Indians listened to music throughout the year</li></ul>Last week, Spotify global started a campaign called ‘#SpotifyWrapped’ and gave a sneak-peek into what the audience from different corners of the world listened to in 2019. The campaign was later followed in India and gained a huge momentum on social media as more than 11,000 users shared their Wrapped cards. The maximum search volume for #SpotifyWrapped so far, came from Goa, Meghalaya, Mizoram, Delhi and Karnataka. Beyond users and artists, brands and influencers also joined in the -- right from Netflix to Boscia and Akshar Pathak. To amplify the impact of this consumer engaging campaign further, Spotify is now running ‘Well Played India’, a marketing campaign across TV, outdoor, and digital, to celebrate how Indians listened to music through 2019. The essence of this campaign is to highlight the biggest music streaming trends across the country, based on cultural and seasonal moments of listening. What differentiates this campaign from Spotify’s previous marketing campaigns here is that ‘Well Played India’ at its core, is powered by data, and an ode to India’s growing passion for music, transitioning from a recreational experience, to a more integral part of the daily social fabric across user moods and moments. 
 
 <div type="image" title="Wrapped OOH 3" msid="72767346" hostid="261"></div>





 The localised theme of the campaign is designed to build relevance with the local users, who have not experienced Spotify Wrapped, but have been listening to music and podcasts on Spotify since its launch in India earlier this year. ‘‘Spotify Wrapped is unlike any other campaign, and is designed to celebrate the user’s intimate relationship with music. Born through data and powered by the user’s innate passion to explore music, the campaign at its core reflects our value in audio discovery and how we are bringing alive newer music journeys and sounds everyday. “Well played” is a commonly used phrase between friends and family in conversations, and we used it to create relatability to what the Wrapped campaign stands for. Right from users to artists, we’ve seen the sharing of Wrapped cards kick off, and hope that this campaign drives more consumption and sharing,” said Neha Ahuja, Head of Marketing at <keyword id="6118216" type="UNKNOWN" weightage="20" keywordseo="Spotify-India">Spotify India</keyword>. 
	
	<div type="twitter" handle="spotifyindia" handlename="Spotify India" image="http://pbs.twimg.com/profile_images/1085180566880673793/bzcQNnFJ_normal.jpg" favoritecount="15" retweetcount="0" status="At least there are no aunties at the traffic signal asking when you're getting married. Well played, India. Have yo… https://t.co/mGUCdUpegQ" createdat="1576471302000" id="1206434202402480128"></div>





 The ‘Well Played India’ campaign specifically highlights four key moments of the year and what Spotify users listened to the most, during these moments. Right from ‘Diwali cooking’ to ‘post Diwali workout’, and from the ‘wedding season’ to the ‘traffic’ season that comes along with the weddings, the brand campaign depicts how every situation was accompanied by music. The campaign features two TVCs, 25 digital creatives across online and social media platforms, and 15 OOH creatives highlighting culturally relevant audio trends, through the end of the year. 
 
 <div type="image" title="Wrapped OOH 2" msid="72767457" hostid="261"></div>

Spotify gives a sneak-peek into what music Indians played and loved the most in 2019

<ul><li>The monthly data usage in <keyword id="3658" type="COUNTRY" weightage="20" keywordseo="India">India</keyword> is 15 times more than what it was in 2014. </li><li>The direct reason for this is cheaper data and cheaper smart devices. </li><li>The indirect reason is due to increase in sources of content.</li></ul>It’s no secret that Internet penetration in India has boomed over the past couple of years. And to understand how much and how fast it has grown, here’s some data. In just the past three years data usage per month has gone up 15 times over what it was in 2014. What started as users consuming 0.26 GB data per month, has increased to 4GB per month according to figures from the Telecom Regulatory Authority of India (<keyword id="6356988" type="DEFINITION" weightage="20" keywordseo="trai">TRAI</keyword>). The reasons why… The reason why India has experienced exponential growth in usage can be attributed to multiple factors, but TRAI identified two main factors. One, and the more obvious, is the fall in prices of fast 4G data. And the other reason is simply the increase in the sources of content for smartphones. What started with apps like Saavn and Gaana launching in India, steam rolled into <keyword id="2739840" type="PERSON" weightage="20" keywordseo="Hotstar">Hotstar</keyword>, Netflix and Amazon Prime launching over the past two to three years. So much so that the global streaming sources have started creating original content that is localised for Indian audiences. These factors, combined with the catalyst of 4G speed, is essentially what has pushed data usage forward. And now, the how… The data presented by TRAI illustrates that it was Jio’s entry in 2016 that brought about a sharp drop in prices. The data price crash shows average data tariff dipping from ₹226 in 2015 down to ₹79 the next year. And, at that same time, data usage per user per month increased by 0.4 GB to 1.18 in just one year. This may be good news for consumers, but it doesn’t bode as well for the GSM players involved. Average revenue per user (ARPU), a key measure in assessing a company’s health according to TRAI, has taken a huge hit. It peaked in 2015 at ₹123, but has been falling since to rest at the current value of ₹81. TRAI’s estimates are actually quite humble. The report by Nokia MbIT that came out in February reported 11GB of average consumption per user in the month of December 2017.

Here’s why data usage in India increased 15-fold in the past 3 years

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image">PayoneerScott Galit, Payoneer CEO.</div></div></div>Payoneer, a US fintech company that helps businesses send and receive money across borders online, has raised $180 million (£141 million) in a Series E funding round.The cash comes from Technology Crossover Ventures (TCV), a Silicon Valley-headquartered VC fund that focuses on growth funding for established tech businesses. TCV has backed giants such as Facebook, Netflix, and Spotify.The funding round is double Payoneer's funding to date and takes its total raised to $270 million (£211 million). CEO Scott Galit wouldn't comment on the company's valuation but it's likely in the billions given the amount of equity doled out. Founded in 2005, Payoneer has two main parts to its business: helping small and medium-sized businesses make overseas payments online; and helping global tech giants like Amazon, Airbnb, and Google, to pay suppliers around the world."We approach the world with a basic thesis underlying what we do," CEO Scott Galit told Business Insider."The first part of the thesis is that businesses of all sizes, all over the world are increasingly technology-enabled, connected, and global. Any business of any size anywhere in the world is able to access technology and access the rest of the world in a way that wasn't possible before."The second part of the thesis is there's a last mile for money. It's local, it's regulated, it's controlled by financial institutions and the regulators that regulate them and we don't actually believe that's going to change. But what we see is this increasing gap between what businesses need and what the incumbent banking infrastructure is able to provide."We really see ourselves as building a bridge between these increasingly divergent worlds. We built a global platform that allows businesses to transact and trade with other businesses all around the world."<div class="KonaFilter image-container display-table float_left"><div><div class="image on-image">GoogleGoogle uses Payoneer's mass payout service.</div></div></div>Payoneer is processing "many billions of dollars" a year, Galit says, and is getting 250,000 applications from SMEs each month. It has customers across 200 countries and can do localised payments in 130 countries.Galit, a former senior vice president at MasterCard, says: "What's hard about our business is how many layers of things we have to get right. We have to have the regulatory side, we have to have the compliance infrastructure, language, banking and payment infrastructure. We have to have people who understand the needs of customers around the world."New York-headquartered Payoneer employs 800 people from Silicon Valley to Tokyo and opened new offices in India, Japan and the Philippines this year.Galit says the fundraising will go towards further expansion, saying: "We think we're really just scratching the surface of the opportunity here. There are an estimated 350 million small and medium enterprises in emerging markets. As much as technology is changing our lives, it is having an absolutely transformation effect on small businesses in developing markets."<div id="categorypromo" style="border:1px solid silver; min-height:90px; padding:10px;vertical-align:top;"><a href="http://read.bi/fintechleadgen"></a> EXCLUSIVE FREE REPORT: 5 Top Fintech Predictions by the BI Intelligence Research Team. <a href="http://read.bi/fintechleadgen">Get the Report Now »</a></div> <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/mrs-doubtfire-house-market-over-four-million-dollars-san-francisco-2016-9">The 'Mrs. Doubtfire' house is on sale for $4.45 million - here's what it looks like 23 years later</a></h3> <div> <div> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="1iMHU1NjE6e0PbyF1bQrwA459-C-jWWP" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> </div> </div> </div>

A fintech company used by Google, Amazon, and Airbnb raised $180 million

<ul><li>If an industry can flourish during a global pandemic and one of the worst economic crises we had to face, it can survive through any challenges that come in its way.</li><li>Digital media has proven time and again how integral it is to the advertising industry’s survival and growth.</li><li>However, every year brings with it a set of challenges different from the previous one. So, in our second year-ender, we look at digital marketing, its growth trajectory and look at what lies ahead.</li><li>Experts are optimistic that 2022 will be a game-changer that will help them redefine a lot of rules in advertising, with smarter marketing techniques.</li></ul>The digital marketing industry in India not only managed to weather the pandemic’s impact but also flourished gracefully in 2020. It accelerated at an unbelievable speed, exceeding all predictions and expectations. Brands were quick to adapt, pivoting aggressively from traditional mediums to invest in digital. Digital media became one of the most effective mediums to reach out to people locked inside their houses and stuck to their phone and tablet screens. This trend of increased smartphone consumption is only expected to amplify as more people, especially in Tier II and III cities, engage more digitally and make purchase decisions through websites, apps, social media platforms. Apps have undoubtedly become the most popular destination for consumers and marketers are capitalizing on this trend to engage with them. As per GroupM’s TYNY report, global digital advertising should account for 64.4% of total advertising in 2021, up from 60.5% in 2020 and 52.1% in 2019. Zenith also estimates that global adspend will reach $705 billion in 2021, up from $634 billion in 2019, and will rise to $873 billion by 2024. Digital marketing in India is also at the cusp of a massive revolution as brands explore options beyond <keyword id="640850" type="General" weightage="20" keywordseo="social-media-marketing" source="Orion">social media marketing</keyword> within the digital ecosystem and look to expand their presence across regional markets. RedSeer predicts that India’s digital ad expenditure will grow 10 times over the next decade and will likely account for 70-85% of the total ad market, which currently stands at 33%. It is expected to touch $25-35 billion by 2030 from $3 billion in 2020. So, without a doubt, digital marketing is the future of advertising and the only way brands can grow is by harnessing various digital tools. From buying medicine to groceries or shopping for a wedding, many consumers who would otherwise prefer to browse and purchase in person, have moved to online shopping due to the limitations that the pandemic threw at them. This quick change in consumer behaviour, accelerated by the pandemic, gave a push to e-commerce, performance marketing, augmented reality, mobile marketing, digital animation, video content, voice search, audio advertising and influencer marketing. In this last year, Instagram has also moved beyond just a discovery platform and influencer-led commerce has arrived earlier than expected. According to WARC, Instagram grew to become the largest social media platform globally in 2021 after overtaking the core Facebook platform for the first time. Instagram is forecast to grow to control over a third of the global social media market in 2023. Apart from social commerce, Instagram’s parent company’s Metaverse was the hot topic and trailblazer of 2021. In 2022, more brands will prepare for the next phase of the internet, include Metaverse in their marketing strategy and experiment with AR and VR. As we enter a new year and it brings a new set of challenges, different from the previous one, we speak to digital marketing experts, discuss the industry’s growth trajectory and look at what lies ahead. Here’s what experts had to say about digital marketing’s future in India: Neena Dasgupta, CEO and Director, Zirca Digital Solutions: The dominant trend that seems imminent and set to grow is the cross media measurement. The customer connect is critical given the significant shift in consumption patterns. Understanding the impact of the mediums and planning connect basis that is an inevitability. This would require customer segmentation by cohorts, enablement of linking these cohorts between brand and publisher (any medium) and tracking response and measuring attribution using data integration at a CRM level. The entire system is data and tech driven supported by psychometric tools for the purpose of cohort creation and mapping. All in real time. Single source panel is the need of the hour. And there are multiple measurement organisations working together on this. More importantly it’s critical that a brand understands trading needs to be made more efficient by enabling customer segmentation in real time that can be activated using programmatic means, also in real time. The data pool and nodes will take some time to build as in any data led ML, and eventually it’s data science and creativity at work to engage prospects. Harshil Karia, Co-founder and Managing Director, Schbang: I think two big trends will dominate marketing: 1) More and more brands using a combination of technology to enrich what they do at last mile conversion, data management, and using the marketing data as signals to business and sales teams more effectively. Expect more martech being deployed. And expect more people to learn martech and it's capabilities and the ability to learn and unlearn the same. 2) The use of automation will start to affect creativity. One ad can be delivered in a 100 ways using video Ai and voice. One copy can be written in many ways customised to context. The writers to can work well with an Ai and make it their friend will do well. An Ai works as well as the instructional data it recieves. The factor that will help drive this is increased demands from CEOs to integrate the marketing function into large scale business processes and have the vision to see the value it can unlock - a push but also some patience. The automation allows marketing to now affect at scale far more parts of the organisation than they already have. Marketers and creators will do well to be curious and have a learn it all attitude while knowing and deepening their craft on copy and design." Prashant Puri, Co-Founder &amp; CEO, AdLift: We’re entering the organic first age where prioritizing organic search becomes paramount. We see content playing a vital role here, be it optimizing for voice search or improving user experience via engaging content across all brand touchpoint. We estimate influencer marketing spends to catapult to $150 to $225 in 2022 with brands doubling down on influencer led marketing campaigns across nano, micro and macro influencers - capturing 7 to 9% of overall digital marketing spends in India. Chandni Shah, Founder and COO, Kinnect: The one trend I see dominating 2022 is Social Commerce. The e-commerce industry experienced accelerated growth with the pandemic, and social commerce emerged as the 'flavour of the year'. Social media platforms too joined the bandwagon and introduced features and tools to enhance the consumer journey - from product discovery to purchasing them on/through the platform itself. Covid-19 pandemic in 2020 contributed significantly to the new era of online social retail. In 2020, Facebook introduced Instagram shops, integrating e-commerce and the world's most popular social media platform. In the Covid-19 pandemic, the worldwide social commerce market is anticipated to increase at a whopping <a href="https://www.researchandmarkets.com/reports/5140143/social-commerce-global-market-trajectory-and?utm_source=GNOM&amp;utm_medium=PressRelease&amp;utm_code=rm7g2f&amp;utm_campaign=1434938+-+Global+Social+Commerce+Market+Worth+%24604.5+Billion+by+2027+-+COVID-19+Updated&amp;utm_exec=joca220prd" target="_blank">31.4</a>%. By 2021, social commerce will continue to expand as consumers stick to digital habits, whilst e-commerce and conventional retailers adjust to the post-Covid-19 reality. Combining e-commerce with social media can be highly valuable; it allows consumers to look for brands via social media platforms and search for products they wouldn't usually look for on an e-commerce website. Brand hunt, influencers, and mobile payments are examples of social commerce in action. Thanks to AI, marketers can now gather real-time data on consumers and transform it into actionable insights. The upcoming year will see more users turn into buyers and make purchases through social commerce. Brands that haven't explored the opportunity yet will be quick to jump onto this trend. To sum this up, the shorter the buyers' journey will be, the lesser chance of them abandoning products in their cart. Hareesh Tibrewala Joint CEO of Mirum India: Covid has taught us that every business, big or small, B2B or B2C, irrespective of the category -- needs to have a way of reaching out to the consumers online, be able to showcase ones products and services, collect payment and make delivery. We will see e-commerce driving investments in the area of technology, content creation and media. We will see continued expansion of market places as well as emergence of D2C brands. Within ecommerce we will see movement towards voice-based ordering as well as conversational commerce Harsh Shah, EVP, Business- North and West, Dentsu Webchutney: 2022 is going to be the year of alternate digital realities. Yes, the metaverse! That moment in time where our digital life seamlessly co-exists with our physical life. That year, where our virtual possessions are of as much worth as our real-life possessions. Bank accounts and crypto wallets. Art works and NFTs. One of the key outlooks for brands should be to see how they can use 2022 to prep themselves to be not only present in the metaverse but also for immersive storytelling. With growing interest in the concept and it being part of popular culture, will accelerate adoption. It will outgrow the internet in adoption. Also, with 5G hitting the market, it can act as a great platform to drive that initial burst of growth. Shradha Agarwal, COO and Strategy Head- Grapes: In my opinion, AI will play a crucial role in the digital marketing ecosphere. We have witnessed that from data collection to geo-fencing, AI has been helping businesses grow extensively. The technology comes with such a great combination that it has been used widely in certain aspects such as content creation, chatbots and search engines. Sectors like retail, e-commerce, banking, healthcare, gaming and others are already backed upon on artificial intelligence as it helps them recognize consumer behaviour, search patterns and it also helps businesses understand how customers find their products and services. In the coming time, we would see many others sectors trying their hands on the tool marketers want good sales and better ROI through their marketing strategy. Therefore, AI applications can predict what customers are likely to buy in the future based on their past purchases and browsing history. With this approach, it becomes easier for them to target their users. Also, AI use is becoming of utmost importance for those companies whose business depends on smartphones and drive sales through social media. Hence, AI as a market will grow exponentially. Raman Mittal, CMO and Co-Founder, TO THE NEW: I believe the dominant trend of 2022 will be Contextual Targeting. Contextual targeting isn’t something new, but for a while it was in the shadows because it’s performance was lower than Behavioral Targeting that used cookies. But in this cookie-less world, the modes of serving personalized ads to the audience have shrunk and marketers are moving back to contextual targeting. Whether it is category, keyword, or semantic contextual targeting, it will be exciting to see future developments in this arena. Mohit Gyanchandani, Head, media planning and growth, DCMN India: For several years, the marketing industry has witnessed an ongoing contest between performance and brand marketing in terms of budget, resources and impact. But in 2022, we predict that the old dichotomy between the two will become increasingly blurred. This is in part due to the impact of COVID on businesses. After a volatile 18 months, many organisations are re-evaluating their goals and moulding themselves to survive and thrive in this new economy. Above all, companies know that to succeed, they need to build brand salience. We’re already seeing that for many of our clients, it’s not simply about brand versus performance anymore: the two need to work in tandem. That means bringing both sides of marketing even closer together and building fully integrated, 360 degree campaigns that power growth and build brand recognition across online and offline channels. Marketers will also start looking at results more holistically. Instead of just looking at one specific channel and its impact on direct KPIs, they will look at results through a broader lens: for example, the impact that a TV campaign might have on digital channels like search or retargeting. This doesn’t mean that pure performance-driven campaigns are going away completely. The best approach for a brand will always depend on the company’s stage of growth and their overall marketing goals. But for companies looking to scale, taking a fully integrated approach will be key to achieving cut-through in an increasingly competitive industry." Ankur Gattani, VP - Growth and Marketing, WebEngage around MarTech: Majority of Indian organizations have been using a mix bag of first-party (1P) and third-party (3P) data for marketing and advertising. However, the usage and impact of 1P data are expected to amplify in 2022 in a big way. This trend will dominantly be driven by the legal framework that will prohibit the usage of 3P data and force the adoption for 1P. Organisations like Amazon and Netflix have spoilt the customers with their personalisation mechanisms. What this means is that customers expect personalisation from the websites and apps that they visit. Marketeers will have to make optimal use of data and analytics to bring that level of experience for their customers. Reports suggest that over 80% of marketeers see benefits in leveraging consumer data for marketing. At WebEngage, we work 100% on 1P customer data and we believe this trend will not only help our clients engage with consumers in a meaningful manner but also improve their business ROI. Shivani Kamdar - Associate Creative Director, SoCheers: 2020 &amp; 2021 showed us how content is still the centrepiece of every marketing communication and how brands went the extra mile to establish a better connection with their audience. The coming year is going to be no different, in fact "Localisation of Content" is the need of the hour. A marketing technique for product promotion leveraging the local culture of the target areas by studying their preference, likes, dislikes. The customer begins to relate with the content at a subconscious level which in turn not only helps aid their purchase decision but in the long run, also helps forge a better recall for the brand. One of the key factors that will help drive this trend home is ground research - an intense focus on understanding the consumer intent by renewing SEO efforts. The other is the medium of communication. Building the right story is not enough; finding the most compelling way to sell it will do just the right thing. Will that copy be more relatable as a video or will adding audio to this help enhance the user experience? Consumers are craving interactive, consumable, entertaining content be it on mobile or across social channels; question is, will you give it to them? Dia Kirpalani, VP, Head of Strategy, Blink Digital: As we move into 2022 and beyond, we believe that both marketers and consumers will increasingly seek a clearly demonstrable line to value. To achieve this, marketers will need to harness the ability of end-to-end measurement, with an eye on their north star metric. India is moving online more than ever. With everything from shoppable content on social media, to conversational commerce bringing India's smaller towns further into the fold, this measurement is progressively important to assess where and how to communicate. Meanwhile, consumers will seek value and authenticity from their brands. Brands that win consumers' hearts will meet consumers where they are with content that has real relevance, whether they access it through voice, video or vernacular. Brands will need to also provide consumers an exceedingly easy content consumption or shopping experience through hiccup-free, friendly interfaces. Importantly, content will also need to authentically reflect evolving consumer values, and this will help determine what brands should communicate. For brands looking to scale up further, this combination of multiple elements is what will ultimately drive value. Rahul Nanwani, Co-founder &amp; CEO of ImageKit: It is predicted that globally, 82% of consumer web traffic in 2022 would be from videos. With India’s video market set to touch $18 billion by 2026, it will soon play a dominant role in digital marketing as well. Short-form videos have already attracted the attention of many Indians and the market is predicted to reach 650 million users by 2025. Thus, if brands need to reach a wider audience in the coming year, they need to utilize tools that will maximize their outreach through videos. Video optimization and media management tools help improve internal collaboration for teams creating the videos and then ensure that those high-quality videos can load quickly on a user's device. With several advancements being made in this field, brands will be able to provide better customer experiences and ensure their messaging reaches them through videos.

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