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Reliance-owned <keyword id="19910844" type="General" weightage="20" keywordseo="OTT-platform" source="keywords">OTT platform</keyword> <keyword id="19940563" type="General" weightage="100" keywordseo="JioCinema" source="keywords" meta.keywordsubtype="org" meta.entityname="JioCinema" meta.hostid="261" meta.entityid="JioCinema">JioCinema</keyword>, which has live streaming rights for <keyword id="20849034" type="General" weightage="20" keywordseo="Tata-IPL" source="keywords" meta.keywordsubtype="org" meta.entityname="Tata IPL" meta.hostid="261" meta.entityid="Tata IPL">Tata IPL</keyword>, saw a 53 per cent growth in viewership at 2,600 crore views in the T20 cricket tournament that concluded on May 26. This was the second season of IPL for JioCinema, in which the platform recorded over 35,000 crore minutes of watch-time, the OTT platform said in a statement. Moreover, the average time spent per viewer touched 75 minutes from over 60 from the last season of Tata IPL 2023. "Keeping the momentum going after an incredible opening night, JioCinema's reach grew over 38 per cent, concluding the season at over 62 crore," it said. This season, JioCinema had a record 28 sponsors and over 1,400 advertisers. "We conclude the TATA <keyword id="17425920" type="General" weightage="20" keywordseo="ipl-2024" source="Orion">IPL 2024</keyword> with a promise to continue to redefine the way sports is consumed in India," said a <keyword id="19976121" type="General" weightage="20" keywordseo="Viacom18" source="keywords" meta.keywordsubtype="org" meta.entityname="Viacom18" meta.hostid="261" meta.entityid="Viacom18">Viacom18</keyword> Spokesperson, adding, "The growth we are seeing year-on-year assures us that our viewer-centric presentation is engaged with and appreciated". JioCinema opened the 2024 season with over 11.3 crore viewers on the first day, 51 per cent higher than Day 1 of TATA IPL 2023. "As JioCinema commenced their second season on digital, over 59 crore video views were registered on the platform for the opening day of TATA IPL 2024 which led to 660 crore minutes of watch-time," it said. Reliance-backed Viacom18 acquired the digital rights for IPL for Rs 20,500 crore in June 2022. The television rights for the Indian subcontinent is with Disney Star, which is yet to come with its final number of viewers. After this, JioCinema will focus on the next sports event -- the 2024 Paris Olympics, it added

JioCinema IPL viewership spikes 53% in 2024, amassing 2,600 crore views!

<ul><li><keyword id="18076926" type="General" weightage="20" keywordseo="bbc-player" source="Orion">BBC Player</keyword> and <keyword id="18076927" type="General" weightage="20" keywordseo="bbc-kids" source="Orion">BBC Kids</keyword> will be available for Prime Video subscribers, as an add-on.</li><li>Benedict Cumberbatch-starring Sherlock, BAFTA -winning Happy Valley and crime thriller Six Four are some of the shows that will be available on the streaming platform.</li><li>BBC Kids will offer shows like Hey Duggee, Go Jetters, JoJo &amp; Gran Gran, Sarah &amp; Duck, Junior Bake Off and others. </li></ul>The bustling Indian OTT video market has a new entrant — the legendary BBC, which launched its services on <keyword id="12162669" type="General" weightage="20" keywordseo="prime-video-channels" source="Orion">Prime Video Channels</keyword> on Thursday. Both its OTT offerings – BBC Player and BBC Kids will bring a curated line-up of old and new content across dramas, documentaries, comedies and more. Prime members will be able to purchase an annual add-on subscription of BBC Player for ₹599 – which will also provide full access to BBC Kids. Alternatively, members can subscribe to BBC Kids only for ₹199 annually. BBC’s popular show Sherlock starring Benedict Cumberbatch, BAFTA award-winning Happy Valley, crime thriller Six Four, British political thriller The Diplomat and sitcom Citizen Khan – are some of the shows that will be available on the new OTT offering that’s entering India. BBC Kids will offer BBC Studios’ kids shows like Hey Duggee, Go Jetters, JoJo &amp; Gran Gran, Sarah &amp; Duck, Junior Bake Off and others. “These brands will offer a curated, multi-genre content line-up, offering the best of British entertainment to the discerning Indian audience. Subscribed members will gain access to some of BBC Studios’ latest hits as well as our classics shows, including our well-acclaimed wealth of kids’ entertainment, all under one roof,” said Stanley Fernandes, vice president-distribution, BBC Studios, South Asia. Prime Video Channels bring 20 international and regional OTTs under its umbrella including – Lionsgate Play, discovery+, Eros Now, ManoramaMAX, hoichoi, NammaFlix and many more. Subscribers of Prime Video can add on to their subscription by choosing these OTTs. “Since its launch in India, Prime Video Channels has seen exponential growth in India with people subscribing to Channels of their choice from the length and breadth of the country,” said Vivek Srivastava, head – Prime Video Channels, Prime Video. The Indian OTT market is expected to see a compounded annual growth rate (CAGR) of 14.3% to produce revenue of $3.5 billion by 2027, says a recent report by PricewaterhouseCoopers. “With new launches from international players and increasing pay-lite options, OTT revenue has surged in recent years, expanding a further 25.1% in 2022 to reach $1.8 billion This is over six times the revenue of 2018,” said PwC. The report also estimates that subscription service revenue will expand at 13% CAGR, while advertising-supported services (AVOD) will grow at a higher rate, albeit from a lower base.

BBC takes the India OTT market plunge – Sherlock, Happy Valley & more on offer

<ul><li>Owing to lack of physical mobility in last 1.5 years, people stayed in-house, and digital adoption increased across devices.</li><li>On-demand content viewership on CTV increased manifolds.</li><li>Cheaper internet packs, affordable smart TVs, convertibles and connectable like fore stick etc transformed traditional TV into CTV.</li><li>Therefore, OTT consumption / gaming etc. on the connected big screen went up.</li><li>This report highlights who is the consumer, what does she/he want, how are they accessing content and what will future trends look like.</li></ul><keyword id="12034873" type="General" weightage="20" keywordseo="india-ctv-report" source="Orion">India CTV Report</keyword> 2021 - Mapping Connected TV (CTV) Viewership in India and the Opportunities for Brands” a report from mediasmart, an Affle company, highlights the changing media consumption patterns of the Indian consumer. India is undergoing digital transformation and consumers are steadily moving away from traditional linear TV to CTV and OTTs. This change presents an untapped advertising opportunity for brands and advertisers. The report highlights consumer adoption insights layered with an expert view on possible advertising potential of the CTV medium. According to the report, key CTV viewership trends and insights include:<ul><li>Out of the select audience surveyed, 78% own a Smart TVand 93% of these smart TV users access internet based content</li><li>Mobile-first, active and aware CTV consumers: CTV users are young, urban adults who are already mobile-first and are actively engaging with diverse apps such as - 89% of the respondents are social media users, 82% are e-commerce, 44% are gamers and more</li><li>Content on demand: over 59% respondents prefer downloading apps via Smart TV App Store, while 26% respondents primarily consume content via pre-installed apps and a small section (15% respondents) use the dongle to stream content on TV</li><li>One device, many uses: Close to 70% respondents spend between 1 to 4 hours on CTV watching movies (91%), streaming music (64%), playing games (47%) or watching news (64%)</li><li>Spending ability and OTT preferences: Over 65% respondents subscribe to more than one OTT app. There is 40%+ adoption for the leading eight OTT apps in India: Disney+Hotstar, Amazon’s Prime Video, Netflix, Zee5, MXPlayer, Sony LIV, VOOT and Alt Balaji. The inclination on app usage is also heavily dependent on seasonality and timing</li><li>Limited barriers to viewership and adoption: Unlike mobile usage of internet, which requires literacy levels, CTV consumption cuts across age, language, and city barriers. By going vernacular, advertisers can engage with users in ads of their language</li></ul>Nikhil Kumar, Sr. Director, mediasmart talks about the CTV potential in the report - “The world is moving towards immersive watching experiences and CTV is an exciting space to be at. It is interesting to see leading advertisers in the country adopt CTV advertising as a critical new addition to their media mix. CTV advertising is here to stay and with evolutionary solutions provided by mediasmart on Household Sync technology, we are powering brands to engage with relevant consumers across the connected devices.” India is a young market with a tremendous potential for CTV adoption. CTV inherently is more engaging than traditional TVs and brings together the twin strengths of (a) engaging storytelling associated with CTV advertising and (b) targeting associated with Programmatic &amp; Digital advertising. Affle’s mediasmart platform offers an innovative approach to help optimise the CTV opportunity. With mediasmart’s unique Household Sync technology, advertisers can make ads more engaging by syncing CTV ad campaigns with ads on other connected devices in the same household. Brands can launch CTV campaigns to a specific audience in the same household, target premium inventory, measure results and drive them to the nearest store. Amardeep Singh, CEO of Interactive Avenues, talks about the CTV opportunity in the report - “Advertisers globally - and in India - are lapping up the CTV opportunity as it continues to grow as an exciting medium for digital advertising. We have seen great results and ROI for some of our top clients who are already using the CTV ad technology from mediasmart. This research is a step in the right direction to build standard industry metrics, even as technologies like Household Sync make CTV more measurable and impactful.” With data plans becoming more affordable, India is one of the biggest markets of internet users. Availability of cheap Smart TVs, diverse and affordable internet content and an untapped demographic group opening to the digital-first world presents a massive opportunity for CTV adoption and growth. This makes for a fertile ground for advertisers to innovate solutions for different brands with diverse business needs. Affle’s mediasmart is driving the CTV innovation across India, SEA, Europe &amp; other key markets and aims to revolutionise the way brands interact with consumers on various connected devices.

Over 66% people in India subscribe to more than 1 OTT app: Report

<keyword id="19895282" type="General" weightage="20" keywordseo="mumbai" source="keywords">Mumbai</keyword>, As many as 86 per cent of Internet users enjoy OTT (Over The Top) audio and video services, more than half of them from the hinterlands, making it the top use-case for Internet in the country, according to an industry report. The rise of digital entertainment services have been bolstered by the rise of smart TV, smart speakers, firesticks, chromecasts, growing at 58 per cent from 2021 to 2023 as more people are accessing video content over Internet-only devices (208 million) than conventional linear TV (181 million), said a report by the <keyword id="20749434" type="General" weightage="20" keywordseo="internet-and-mobile-association" source="keywords">Internet and Mobile Association</keyword> and the marketing data and analytics company <keyword id="20200137" type="General" weightage="20" keywordseo="kantar" source="keywords">Kantar</keyword>. The report also finds that rural users are driving all these use-cases, accounting for more than 50 percent of the user base. The report, based on the inputs from over 90,000 households across all the states and Union Territories, barring <keyword id="20039270" type="General" weightage="20" keywordseo="lakshadweep" source="keywords">Lakshadweep</keyword>, was released at the ongoing India Digital Summit 2024. The second and third most popular use-cases of the Internet are communications with 621 million users, and social media with 575 million users. There were over 823 million active Internet users in the country as of 2023, meaning more than 55 per cent of people in the country have used the Internet last year, which is a modest 8 per cent growth over the previous year. At 442 million, rural users are in a majority, accounting for over 53 per cent of the total user base. From a gender perspective, the male-female ratio of Internet users rose from 71:29 in 2015 to 54:46 in 2023, which is almost at par with the overall sex ratio of the addressable population in the country, says the report. However, the report finds that net adoption growth rate has been decelerating with rural market, which has been driving Internet growth rates for the past many years, slowing down by 11 per cent in 2023 over 2022, pulling down the overall growth rate to 8 per cent. The report further said 57 per cent users prefer to access content in their local languages, with Tamil, Telegu, and <keyword id="19901815" type="General" weightage="20" keywordseo="malayalam" source="keywords">Malayalam</keyword> having the strongest language preference for content. States with the lowest Internet user base have the fastest growth rates now with Jharkhand (46 per cent penetration) and Bihar (37 per cent penetration) showing above average growth rates of 12 per cent and 17 per cent, respectively.

Most Internet users avail of OTT services; 53% of them from rural areas: Report

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

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

<ul><li>India’s fast expanding OTT universe still has just over a 100 million paid subscribers, as per an Ormax report.</li><li>In the last one year, OTT subscriptions have grown 13.5%.</li><li>During the pandemic years, when OTT subscriptions saw a boom, the growth rate was approximately 20%. </li></ul>Almost half a billion Indians (481 million, to be precise) are streaming shows on over the top (OTT) platforms like <keyword id="128682" type="General" weightage="80" keywordseo="netflix" source="Orion">Netflix</keyword>, <keyword id="758541" type="General" weightage="20" keywordseo="amazon-prime" source="Orion">Amazon Prime</keyword> among others. However, as per Ormax Audience Report 2023, only one in three people are paying for it, as the OTT universe currently has 102 million paid subscribers. OTT penetration in India is at 34% across the country, the report says. It defines an OTT audience as the one who watched at least one online video either paid or free in the last one month. As many as 2.8 people watch an OTT subscription, it reveals. In spite of its good show during the pandemic, the OTT growth might have peaked, believes <keyword id="18337059" type="General" weightage="80" keywordseo="keerat-grewal" source="Orion">Keerat Grewal</keyword>, head of business development (streaming, TV &amp; brands), Ormax Media. “After the upsurge in the Indian OTT market during the pandemic years of 2020 and 2021, the growth has settled down at more moderate levels. The Indian OTT audience base grew 20% from 2021 to 2022, but has grown only 13.5% over the last one year, highlighting that the category is now past the peak growth phase it witnessed in the two preceding years," said Grewal. Fair share charges? As per Ormax, 102 million Indians are B2C subscribers, who take a membership directly with the OTT platform unlike B2B subscriptions are taken via telecom packs offered by various operators. The substantial number of B2C subscribers throws light on the ongoing feud between OTTs and telecom players on <a href="https://www.businessinsider.in/business/news/telecom-industry-defends-fair-share-charges-on-otts-proposal-rejects-impact-on-net-neutrality/articleshow/104496095.cms">fair-share charges that the </a>latter is demanding from the former. The report does not reveal the number of B2B subscribers of OTTs. Telecom service providers via the industry body Cellular Operators Association of India (COAI) have been asking Late Traffic Generators (LTGs) or the bigger OTTs to make a ‘contribution’ to telcos. They argue that LTGs are responsible for 70% of the total internet traffic. “LTGs are using TSP networks to deliver their services, but making no contribution to the development, upkeep and sustenance of robust and quality telecom networks across the country – that’s required for catering to the huge traffic being loaded on the networks,” said Lt Gen Dr S P Kochhar, director general of COAI. SEE ALSO <a href="https://www.businessinsider.in/entertainment/news/pvr-woos-netflix-n-chill-crowd-back-to-big-screens-with-its-passport/articleshow/104919450.cms">PVR woos Netflix n Chill crowd back to big screens with its Passport</a> <a href="https://www.businessinsider.in/careers/news/what-do-genzs-think-about-the-number-of-work-hours-in-a-week/articleshow/104874213.cms">My shift is over: Why do GenZs say it, and is it a bad thing?</a>

One in three Indian binge watchers actually pays for content

<ul><li>Launched officially in December 2020, <keyword id="7006290" type="UNKNOWN" weightage="20" keywordseo="Lionsgate-Play">Lionsgate Play</keyword> is investing heavily not just on acquiring edgy, new content but also on localizing the content available on its platform, to make its content more accessible.</li><li><keyword id="278045" type="PERSON" weightage="20" keywordseo="Rohit-Jain">Rohit Jain</keyword>, Managing Director, South Asia and Networks - Emerging Markets Asia, Lionsgate shares his enthusiasm about the India market and his plans to grow the platform here, to acquire a bigger market share.</li></ul>Lionsgate Play, which launched in India officially in December 2020, has big plans for the country. With a vast repository of global content, the platform is already building on working <keyword id="10732877" type="UNKNOWN" weightage="20" keywordseo="Indian-originals">Indian Originals</keyword> that it will launch later this year. Currently, it is working on localizing content in several Indian languages. And despite being one of the newest entrants in India, Rohit Jain, Managing Director, South Asia and Networks - Emerging Markets Asia, Lionsgate is confident that the platform will be able to become one of the top five players in the country within the next five years. Lionsgate Play is backed by Starz, a premium global streaming platforms. The platform is already available in 56 countries. Recently, it announced its launch in Indonesia and is already eyeing newer markets in South Asia and South East Asia. However, considering the fact there are many India’s within India, we asked Jain his strategy of cracking the market. When asked if he feels this was a good time to enter the country, where many premium player already have a head start, Jain said, “In India, if you look at SVOD platforms, there are just 4-5 established players. If you look at the US, there are around 80 subscription platforms. Our play worldwide is pure subscription. We feel India, in terms of both subscription and premium content is still an underserved market. We’ve also come in at a time when the expansion is just starting to blow up now. The year 2000-2005 saw the massive expansion of cable in India and 2010-15 was all about the expansion of DTH. Now 2020-25 belongs to OTT and we really are at the beginning of that five-year expansion phase. So in that sense, we are quite happy about our timing.” 2020 saw most industries hit a roadblock. However, the OTT industry did brisk business, thanks to people being stuck at home and with an appetite for consuming newer, premium content. “2020 was a defining year for OTT. Our sense is, at the start of 2020, subscribers in India would not have been more than 10-15 million. However, by the end of the year, that number was closer to 30-35 million. I believe the consumer adoption for all digital companies was fast-forwarded by 4-5 years,” he said. Jain maintains that the platform’s global strategy is quite differentiated. “Most large players like Amazon, Disney to Netflix and Hulu in the US are going after the family audiences. We are known for premium content which is uber-urban and very edgy and our offering is for young to mature adults. So in that sense, we become quite complementary and can be consumed with other platforms which are great for family. While working on creating a strong content slate, what will also give them an edge, feels Jain, is their efforts towards localizing the content available on their platform. “While most of our content is global, we are putting substantial investments on localizing the content in many Indian languages,” he said. “In fact, we have just started experimenting in Bhojpuri too,” he added. When players like Netflix and Amazon Prime Video was trying to expand in India, they had gone big on OOH advertising, while also using a lot of Digital. So what has Lionsgate Play’s strategy been? “We have used quite a bit of OOH and since we really like sports as a medium, we also marketed during the India-Australia Series. Of course Digital is the biggest medium but we will also be doing a Print campaign that you will see for the next 2-3 months. So we are dabbling with different mediums at different times and it’s more of a 360 degree approach for us,” he explained. So is he focusing a lot on numbers? “We certainly have a business plan for India and have a number in mind. However, for our global CEO Jeff, India is one of his five key markets so unfortunately whatever number I put will be short of his expectations,” he said with a laugh. Reacting to the uptake the platform has seen in India so far, he said, “There's tremendous opportunity and potential here and we’re quite happy with the response we've seen so far. As we keep adding more layers of content, we’ll continue getting stronger.” And by when does he believe India will become one of the top five markets for Lionsgate Play? “If we look at the five year period of growth between 2020 and 2025, I certainly believe India will be among the top five markets for us globally,” concluded Jain.

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JioCinema IPL viewership spikes 53% in 2024, amassing 2,600 crore views!

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