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In 2024, majority of internet users are subscribing to <keyword id="19936815" type="General" weightage="20" keywordseo="OTT-platforms" source="keywords">OTT platforms</keyword>. After all, who doesn’t like watching their favourite content at whatever time they want? The days when we had to wait for a particular TV show are almost over. As more and more people shift towards consuming OTT content, telecom brands are taking notice of this and are offering various subscriptions bundled with their plans. The three major telecom providers in India – <keyword id="19896911" type="General" weightage="100" keywordseo="Reliance-Jio" source="keywords" meta.keywordsubtype="org" meta.entityname="Reliance Jio" meta.hostid="261" meta.entityid="Reliance Jio">Reliance Jio</keyword>, Vodafone and <keyword id="19896909" type="General" weightage="20" keywordseo="Airtel" source="keywords" meta.keywordsubtype="org" meta.entityname="Airtel" meta.hostid="261" meta.entityid="Airtel">Airtel</keyword> have many options to choose from when it comes to going for a plan that comes with an OTT subscription. Let us take a detailed look at at some of the best postpaid and prepaid plans from <keyword id="19906886" type="General" weightage="20" keywordseo="Jio" source="keywords">Jio</keyword>, Airtel, and <keyword id="19899016" type="General" weightage="20" keywordseo="Vodafone-Idea" source="keywords">Vodafone Idea</keyword> that include OTT subscriptions. <h2>Jio postpaid and prepaid plans with OTT benefits</h2> <h2><keyword id="20318741" type="General" weightage="20" keywordseo="postpaid-plans" source="keywords">Postpaid Plans</keyword></h2> <a href="https://www.businessinsider.in/business/news/reliance-jio-launches-new-plan-under-rs-200-get-2gb-daily-data-and-more/articleshow/112653218.cms" data-type="tilCustomLink" target="_blank">Reliance Jio </a>offers a variety of postpaid plans that come with OTT subscriptions, providing value beyond just calls and data. Rs 399 Plan: Includes 75GB data with rollover up to 200GB, unlimited calling, 100 SMS/day, and access to <keyword id="19897536" type="General" weightage="20" keywordseo="Netflix" source="keywords" meta.keywordsubtype="org" meta.entityname="Netflix" meta.hostid="261" meta.entityid="Netflix">Netflix</keyword> Mobile and <keyword id="20197203" type="General" weightage="20" keywordseo="Amazon-Prime" source="keywords" meta.keywordsubtype="org" meta.entityname="Amazon Prime" meta.hostid="261" meta.entityid="Amazon Prime">Amazon Prime</keyword> for one year. Rs 599 Plan: Offers 100GB data with 200GB rollover, unlimited calls, 100 SMS/day, and Netflix Mobile and Amazon Prime subscriptions. Rs 799 Plan: Provides 150GB data, 200GB rollover, unlimited calls, 100 SMS/day, and includes Netflix Mobile, Amazon Prime, and two additional SIMs for family sharing. Rs 999 Plan: Comes with 200GB data, 500GB rollover, unlimited calls, 100 SMS/day, Netflix Mobile, Amazon Prime, and three additional SIMs. Rs 1,499 Plan: Offers 300GB data, 500GB rollover, unlimited calls, 100 SMS/day, and international benefits including 5GB data and 500 minutes of international calling. Also includes Netflix Mobile and Amazon Prime. <h2>Prepaid Plans</h2> For those who prefer prepaid, Jio also offers plans with extensive OTT benefits. Rs 448 Plan: This is the latest plan from Jio offering many benefits. The plan is valid for 28 days. It offers 2GB/day data, unlimited calls, 100 SMS/day, and subscriptions to 13 OTT platforms, including SonyLIV, ZEE5, and JioCinema. Rs 398 Plan: Comes with 2GB/day data, unlimited calls, and access to multiple OTT apps like Sony LIV, ZEE5, and Lionsgate Play, valid for 28 days. Rs 857 Plan: Offers 2GB/day data for 84 days, unlimited calls, and access to Amazon Prime Video Mobile Edition, Disney+ Hotstar Mobile, and other OTT platforms. Rs 1,099 Plan: Includes 2GB/day data, unlimited calls, and free Netflix Mobile subscription for 84 days, along with JioTV and JioCinema. Rs 3,227 Annual Plan: Provides 2GB/day data for 365 days, unlimited calls, and a one-year subscription to Amazon Prime Video Mobile Edition along with other OTT benefits. <h2>Airtel postpaid and prepaid plans with OTT benefits</h2> <h2>Postpaid plans</h2> Airtel’s postpaid plans are packed with OTT subscriptions and additional benefits. Rs 499 Plan: Offers 75GB data with 200GB rollover, unlimited calls, 100 SMS/day, and subscriptions to Amazon Prime for six months and Disney+ Hotstar Mobile for one year. Rs 999 Plan: Includes 150GB data with 200GB rollover, unlimited calls, 100 SMS/day, and access to Disney+ Hotstar Mobile, Netflix Basic, and Amazon Prime. Rs 1,499 Plan: Provides 200GB data, 200GB rollover, unlimited calls, 100 SMS/day, and subscriptions to Netflix Standard, Disney+ Hotstar Mobile, and Amazon Prime. <h2>Prepaid Plans</h2> Airtel’s prepaid plans also come with rich OTT offerings. Rs 359 Plan: Valid for 30 days, includes 2GB/day data, unlimited calls, 100 SMS/day, and access to Airtel Xstream Play with 20+ OTT platforms. Rs 399 Plan: Offers 3GB/day data for 28 days, unlimited calls, 100 SMS/day, and access to Airtel Xstream Play. Rs 699 Plan: Provides 3GB/day data for 56 days, unlimited calls, 100 SMS/day, and Amazon Prime Membership for 56 days. Rs 1,499 Plan: Valid for 84 days, comes with 3GB/day data, unlimited calls, 100 SMS/day, and a Netflix Basic membership. <h2>Vodafone Idea postpaid and prepaid plans with OTT benefits</h2> <h2>Postpaid plans</h2> Vodafone Idea's postpaid plans offer various OTT subscriptions along with additional perks. Rs 401 Plan: Includes 50GB data, unlimited calls, and access to SonyLiv Mobile, Zee5, and Hungama Music. Rs 501 Plan: Offers 90GB data, unlimited calls, and subscriptions to Amazon Prime, Disney+ Hotstar Mobile, and Zee5. Rs 701 Plan: Provides unlimited data, unlimited calls, and access to Disney+ Hotstar Super, Amazon Prime, and Zee5. Rs 1,101 REDX Plan: Comes with unlimited data, unlimited calls, 3,000 SMS/month, and premium OTT benefits including SonyLiv, Zee5, and Disney+ Hotstar. The plan also includes international roaming benefits and airport lounge access. <h2>Prepaid Plans</h2> Vi’s prepaid plans are designed to offer maximum entertainment along with data benefits. Vi Movies &amp; TV Plus Plan: Priced at Rs 248, it includes access to 17 OTT apps, 350 live TV channels, and 6GB of additional data. Vi Movies &amp; TV Lite Plan: Costs Rs 154 and offers access to 16 OTT apps and 2GB of additional data. Vi Movies &amp; TV Pro Plan: Priced at Rs 202, it offers access to over 13 OTT apps and 5GB of additional data. Whether you’re a postpaid or prepaid user, Jio, Airtel, and Vodafone Idea have tailored plans that offer not just connectivity but a wealth of entertainment through OTT subscriptions. From Netflix and Amazon Prime to Disney+ Hotstar and SonyLiv, these plans ensure you stay connected and entertained at competitive prices. Choose the plan that best suits your data needs and OTT preferences, and enjoy seamless connectivity along with premium content.

Jio, Airtel, or Vodafone? Best postpaid and prepaid plans with OTT subscription

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!

Have you ever switched on your television and scrolled through the sea of content before giving up to simply stare aimlessly at the screen? Been there, done that. With new movies and shows coming in droves every week and some beloved oldies resurfacing on <keyword id="19936815" type="General" weightage="20" keywordseo="OTT-platforms" source="keywords">OTT platforms</keyword>, one might feel spoilt for choices. However, one may just as easily feel overwhelmed with the sheer quantity, making it hard to find that one show with the oomph we’re looking for. And so, we bring to you five new shows on Netflix that were released in May 2024 across different genres that may appeal to a range of audiences. <cmsannotation type="cmsannotation" annotationid="Bridgerton Season 3" comment="subhead" text="Bridgerton Season 3"><keyword id="19916279" type="General" weightage="20" keywordseo="Bridgerton-Season-3" source="keywords">Bridgerton Season 3</keyword> </cmsannotation>Few people know what it is to be patient the way Bridgerton fans do. Over two years after the second season’s release, the highly anticipated Season 3 of Bridgerton is finally here, ready to whisk you back into the world of steamy Regency romance, gossip, and grand balls. As for whether it’s worth watching, the general consensus seems to be yes. Nicola Coughlan steals the spotlight as Penelope Featherington as she navigates the treacherous transition from wilting wallflower to society darling. So if you have a historical drama itch by any chance, Bridgerton will do a wonderful job of scratching it. With only the first four episodes of the new season out so far, the show has garnered an IMDb rating of 7.4/10, 83% on Rotten Tomatoes and 4/5 stars on Common Sense Media. <cmsannotation type="cmsannotation" annotationid="Baby Reindeer" comment="subhead" text="Baby Reindeer"><keyword id="21762646" type="General" weightage="20" keywordseo="Baby-Reindeer" source="keywords">Baby Reindeer</keyword> </cmsannotation>Don't be fooled by the initial comedic vibes. Baby Reindeer, the new seven-part drama created by and starring comedian Richard Gadd, is a gut punch disguised as a dark comedy. Gadd, who plays Donny, dives headfirst into his own harrowing real-life experience in this series. Enter Martha, a seemingly vulnerable woman who becomes fixated on Donny, developing a relentless stalking campaign that creates a suffocating atmosphere. But Baby Reindeer is more than just a stalker thriller. As the series progresses, it delves deep into the traumas that shape both Donny and Martha, leaving a lasting impact that will stay with you long after the credits roll. However, if you're seeking a lighthearted watch, Baby Reindeer might not be your cup of tea. The show boasts a 7.9/10 on IMDb and 98% on Rotten Tomatoes! <cmsannotation type="cmsannotation" annotationid="Heeramandi: The Diamond Bazaar" comment="subhead" text="Heeramandi: The Diamond Bazaar"><keyword id="20415021" type="General" weightage="20" keywordseo="Heeramandi-The-Diamond-Bazaar" source="keywords">Heeramandi: The Diamond Bazaar</keyword> </cmsannotation>Diamonds may not be the only things sparkling this season! Another period drama that’s been on everybody’s tongue is Heermamandi. Set in pre-independence era India, this Sanjay Leela Bhansali magnum opus features the lives of tawaifs — Lahore’s courtesans. Far from just skilled entertainers, these tawaifs wielded great power and influence, something that the lead actors Manisha Koirala, Sonakshi Sinha and Aditi Rao Hydari among others brought to life pretty convincingly. While critics do believe that the storyline was lacking and the pacing was rather slow, the show is certainly worth a watch if only for all the noteworthy performances and the sheer grandeur of the sets. Expect romance, intrigue and quite a bit of betrayal. Heermanadi has gotten an IMDb rating of 6.5/10 and 45% on Rotten Tomatoes. <cmsannotation type="cmsannotation" annotationid="3 Body Problem" comment="subhead" text="3 Body Problem"><keyword id="21076420" type="General" weightage="20" keywordseo="3-Body-Problem" source="keywords">3 Body Problem</keyword> </cmsannotation>Looking for a mind-bending journey that transcends the boundaries of our world? The Netflix original 3 Body Problem, a genius series from the genius creators David Benioff, DB Weiss (from Game of Thrones) and Alexander Woo (True Blood), might be it for you. The sci-fi show throws humanity headfirst into a chaotic dance with an alien civilisation from a three-sun system, where their very existence is a constant struggle for survival. This gripping narrative explores not just the challenges of first contact, but also the deep societal divisions that erupt when faced with an existential threat. Prepare to be challenged, surprised, and captivated by the massive scale and ingenuity of Cixin Liu's visionary tale. Already renewed for a second season, 3 Body Problem has an IMDb rating of 7.5/10 and Rotten Tomatoes score of 79%. <cmsannotation type="cmsannotation" annotationid="Bodkin" comment="subhead" text="Bodkin"><keyword id="21186040" type="General" weightage="20" keywordseo="Bodkin" source="keywords">Bodkin</keyword> </cmsannotation>A journalist, a researcher and a podcaster set out to a quaint little Irish town called Bodkin in hopes of turning a decades-old mystery into a podcast. While Bodkin lures you in with its cozy vibe and seemingly friendly townsmen, it soon becomes apparent that the dark comedy is more interested in going the chaotic route. The podcasting trio uncovers a web of secrets and hidden threats that lurk beneath the town's picturesque facade. With equal parts humor and suspense, Bodkin promises a captivating journey that will keep you guessing until the very end. If you’re looking to embark on a wild ride filled with unforgettable characters, shocking twists, and a whole lotta Irish charm, you might want to give this show (which was actually produced by the Obamas) a chance. Bodkin got 7/10 on IMDb and 71% on Rotten Tomatoes. Honourable mention: <keyword id="20215793" type="General" weightage="20" keywordseo="Demon-Slayer" source="keywords">Demon Slayer</keyword> is back with its fifth season and the first two episodes are already out. The show has adopted the Hashira Training arc and is gearing up to be very exciting. However, with just one episode coming out every week, binging might not be an option.

Netflix watchlist May 2024: Here are our top 5 picks to help you keep up with all the memes and trends

<keyword id="19982503" type="General" weightage="20" keywordseo="Nag-Ashwin" source="keywords" meta.keywordsubtype="org" meta.entityname="Nag Ashwin" meta.hostid="261" meta.entityid="Nag Ashwin">Nag Ashwin</keyword>’s Prabhas-starrer <keyword id="19982502" type="General" weightage="20" keywordseo="Kalki-2898-AD" source="keywords">Kalki 2898 AD</keyword>, with its visually striking dystopian landscape and high-octane action sequences, had audiences flocking to theatres after its release. And despite mixed critical reviews about its pacing and narrative, the movie managed to gross over ₹900 crore globally — making it one of the highest-grossing <keyword id="20240199" type="General" weightage="20" keywordseo="Indian-films" source="keywords">Indian films</keyword> of 2024. Now, after enjoying significant box office success, the film is now dominating the <keyword id="19923295" type="General" weightage="20" keywordseo="OTT" source="keywords">OTT</keyword> space, as well! <keyword id="20033913" type="General" weightage="20" keywordseo="kalki" source="keywords">Kalki</keyword> 2898 AD has made an electrifying debut on OTT after its grand theatrical success. Released on August 22, 2024, the film stormed into the OTT scene, racking up a massive 4.5 million views in its first week, making it the fifth largest <keyword id="19897536" type="General" weightage="20" keywordseo="Netflix" source="keywords">Netflix</keyword> opening for a Hindi film. By the second week, the film had dethroned its competitors to claim the coveted #1 spot on Netflix's global non-English charts. Its viewership hit 2.6 million in Week 2, taking the cumulative tally to a staggering 7.1 million views. <div type="Article" hostid="261" msid="112081062" title="After Kalki 2898 AD&amp;#39;s success, Prabhas announces new movie &amp;#39;The Raja Saab&amp;#39;; to be released in April 2025" mstype="2" mssubtype="0"></div>What makes Kalki’s OTT performance even more impressive is the sheer volume of viewing hours — 7.5 million in Week 2 alone—leaving contenders like Untamed Royals and Phir Aayi Haseen Dillruba trailing behind by significant margins. With almost 225% higher views than Taapsee Pannu’s Phir Aayi <keyword id="20013799" type="General" weightage="20" keywordseo="haseen-dilruba" source="keywords">Haseen Dilruba</keyword>, Kalki has firmly established itself as the reigning king of the streaming world, as koimoi.com reported. The decision to release Kalki 2898 AD on OTT soon after its theatrical run was likely driven by the growing trend of hybrid release strategies. With the film’s immense global appeal, platforms like Netflix offer an extended shelf life, ensuring it reaches wider audiences, especially those who might have missed it in theatres. The transition to digital also allows for continued audience engagement, cementing the film’s legacy beyond its box office success. While its dominance continues on Netflix, Kalki is also making waves on <keyword id="19908523" type="General" weightage="20" keywordseo="Amazon-Prime-Video" source="keywords">Amazon Prime Video</keyword> in other languages, broadening its reach even further. As fans eagerly await Week 3’s verdict, the big question remains — will Kalki's futuristic saga maintain its momentum or start showing signs of slowdown? Only time will tell! <div type="Article" hostid="261" msid="113014812" title="Missing link in IC 814: The Kandahar Hijack had one “very important” European passenger — one the Netflix show surprisingly didn’t highlight" mstype="2" mssubtype="0"></div>

Kalki 2898 AD continues to rule the OTT scene even in week 2; touches 7.1 million views!

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

Now, OTT platforms must display anti-tobacco warnings onscreen

San Francisco, Modern <keyword id="5293670" type="General" weightage="20" keywordseo="ott-platforms" source="Orion">OTT platforms</keyword> have won the war against <keyword id="1377728" type="General" weightage="20" keywordseo="traditional-tv" source="Orion">traditional TV</keyword> as streaming grabbed a record 38.7 per cent of total TV usage in July, with acquired titles outpacing new originals in the US, a new report has revealed. In aggregate, the heavy viewing levels pushed streaming's share of TV to 38.7 per cent, a new record, with <keyword id="2976376" type="General" weightage="80" keywordseo="amazon-prime-video" source="Orion">Amazon Prime Video</keyword>, <keyword id="128682" type="General" weightage="80" keywordseo="netflix" source="Orion">Netflix</keyword> and YouTube all hitting all-time highs, according to data from Nielsen. Overall, total broadcast viewing was down 3.6 per cent to finish the month at 20 per cent of TV, representing a new low. On a year-over-year basis, broadcast usage was down 5.4 per cent. Cable viewing slipped as well, losing a full share point to capture 29.6 per cent of TV in July. The linear TV now accounts for less than 50 per cent of all TV usage. "While overall TV usage was up just slightly from June (0.2 per cent), viewing among people under the age of 18 increased 4 per cent, and viewing among adults 18 and older fell 0.3 per cent," the report mentioned. These trends resulted in increased streaming and "other" usage, which is primarily attributed to video game consoles. Comparatively, sports on broadcast generated almost 25 billion viewing minutes in July, albeit across a range of channels in the US. The arrival of fall will likely result in a seasonal shift in TV viewing, especially with the arrival of a new NFL season. In November 2022, for example, sports accounted for 150 billion viewing minutes on broadcast. "The potential for less new original primetime content this fall presents a unique situation for broadcast and cable, but the recent success of acquired programming on streaming channels highlights the outsized strength of quality content, regardless of when it was created," said the report. --IANS na/prw

OTT platforms are winning the war against traditional TV in the US

Just about a year ago, cricket’s biggest franchise, the star-laden Indian Premier League, struck a record $6.02bn broadcast and streaming rights deal for the next five years. This was over twice what it had received for the previous five years but, besides the huge figures involved, the deal also marked the passing of a baton. For the first time ever, the streaming rights for the tournament <a href="https://www.bbc.com/news/world-asia-india-61793888#:~:text=The%20streaming%20and%20TV%20rights,bn%20(%C2%A35.13bn).">cost more than its TV rights</a> ($3.05bn vs $3.02bn, respectively). The deal was not an outlier. Across the world, TV is steadily giving way to streaming video. A month after the <keyword id="6354312" type="General" weightage="20" keywordseo="ipl" source="Orion">IPL</keyword> deal, in July 2022, streaming services <a href="https://www.npr.org/2022/08/18/1118203023/streaming-cable-broadcast-tv">outdid both cable and broadcast TV </a>in the US for the first time. <h2><keyword id="6356028" type="General" weightage="20" keywordseo="sports" source="Orion">Sports</keyword> and <keyword id="1245953" type="General" weightage="20" keywordseo="ott" source="Orion">OTT</keyword>: Made for each other?</h2>How sports content is consumed has played a huge role in this switch. Unlike, say, movies, live sports events happen at times when it’s impossible to sit oneself down in front of a TV. OTT platforms, in contrast, let viewers catch the live action just about anywhere, over a variety of devices. But, for increasingly digital-savvy audiences, streaming isn’t just convenient, but also offers them a different viewing experience. While TV puts viewers in the middle of the sporting action, digital streaming platforms go much further. Viewers can now change camera angles or call up replays, match, team and player statistics on demand. Some platforms, like the NFL, now offer a multi-view option, letting viewers watch more than one live game at a time. Internet-enabled Smart TVs complete the cycle, slowly but surely making inroads into the broadcast and cable TV markets. With the roll out of 5G services worldwide, that gap is set to widen, as the possibilities of what streaming platforms can offer increases. <h2>The big boys are already playing. Can smaller OTT players compete?</h2>While purely sports platforms like DAZN and Eleven Sports were the first off the block, big general entertainment players have been quick to hitch a ride on the sports bandwagon. Amazon’s 11 year deal with the NFL, starting 2023, cost it an estimated <a href="https://www.cnbc.com/2021/03/18/nfl-media-rights-deal-2023-2033-amazon-gets-exclusive-thursday-night.html">$1 billion a year</a>. Disney’s acquisition of ESPN gave it a foothold in the sports TV market, but it is now shifting its focus to making ESPN a <a href="https://www.forbes.com/sites/bradadgate/2023/06/01/espn-starting-a-streaming-service-is-the-beginning-of-the-end-of-cable/">completely standalone OTT platform</a>. Most recently, the PGA merging with LIV Golf promises to cause a seismic shift in how golf as a sport is consumed around the world. While it may seem that only brands with deep pockets can corner a chunk of the sports OTT pie, there are ways that every <keyword id="959269" type="General" weightage="20" keywordseo="ott-platform" source="Orion">OTT platform</keyword> can successfully monetise live sports streaming. 1) Go beyond the usual suspects: It’s true that hugely popular sports, like football in the US, soccer in the UK and Europe, or cricket in the Indian subcontinent, garner a large viewership. That’s why they command big ticket deals that only OTT behemoths can afford. At the same time, lesser-known sports also command smaller, but intensely loyal audiences, who are often underserved by both TV and OTT. The North American Premier Lacrosse League, for example, has seen viewership increase by 26% in 2022. Its average viewership per game is now nearly 1,60,000 and, with close to 60,000 official downloads, its app was among the <a href="https://boardroom.tv/premier-lacrosse-league-2022-milestones/">top 10 sports apps</a> on the App Store. Meanwhile, the 2023 Cazoo World Snooker Championship clocked over<a href="https://www.sportbusiness.com/news/bbc-sets-snooker-streaming-record-at-historic-world-championship/"> 23 million streams</a> in just 17 days. Tapping into these sports can give an OTT platform a captive audience, since they often slip under the radar of big OTT brands. 2) Get local: While top-tier leagues in any sport hog the limelight, the lower leagues offer huge monetization potential for OTT brands willing to serve them. So, too, do college and school sports events – in fact, the <a href="https://beonair.com/history-of-sports-broadcasting">first live sports event on TV</a> was a college baseball game in 1939. As with lesser-known sports, lower leagues have smaller, but equally ardent fan bases. For a parent, for example, missing a child’s school football game may feel worse than missing a key NFL fixture. Similarly, while India’s soccer standings may not be anywhere near the top globally, its Indian Soccer League is the <a href="https://www.afaqs.com/news/brands-and-sports-marketing/hero-isl-season-7-ends-with-high-viewership-increased-brand-activations">fifth biggest soccer league in the world</a>. Local sports, if tapped effectively, can deliver as well as their national and international counterparts – in soccer-crazy Kolkata in India, ISL viewership has grown by <a href="https://www.afaqs.com/news/brands-and-sports-marketing/hero-isl-season-7-ends-with-high-viewership-increased-brand-activations">85% year on year</a>. And, once in a while, even smaller teams can spring a surprise – little Luton Town, whose stadium holds just around 10,000 people, <a href="https://www.activenoon.com/from-underdogs-to-contenders-luton-towns-remarkable-journey-to-the-premier-league/7125/">is now in the EP</a>L, bringing outsized returns for its backers. 3) Choose an appropriate monetisation model: Sports streaming presents OTT platforms with multiple ways to monetise their content. Sports with large audiences, therefore, may find substantial Pay Per View customers. But this may not be so for a Tier 2 sport or league. In which case, platforms streaming these games could find an AVOD model more suitable. Going further, streaming offers advertisers a big advantage – real time, hyper-personalised and targeted advertising - something that was impossible with linear TV, no matter the amount of interest the sporting event generated. This makes getting a large title sponsor or many brands on board easier, as these brands get a larger ROI than those following a scattergun approach. A mix of AVOD and sponsorship can help small and medium platforms draw in larger audiences, who may not be willing to subscribe to watch a single sporting event. 4) Make data work for you: Tracking linear or cable TV’s viewership and reach is at best an imprecise process, largely dependent on third-party trackers like Nielsen. Streaming services, on the other hand, have a huge advantage over TV, in that they can accurately collect granular data – names, emails, locations, favourite teams, viewing duration and times and much more. This lets them and their advertisers target viewers with razor-sharp focus. So, for example, fans can be offered deals on stadium tickets based on their team preferences. Sports equipment makers and merchandisers can know exactly who is a hardcore fan and tailor their offerings for them. Even offline marketing, like using social media to connect fans with on-ground events like fan meetups or match nights at their local pub can bring in additional revenue for platforms and rights owners. This makes smaller and niche sports streaming extremely attractive for advertisers, as they get good returns for a lesser advertising outlay than major sporting events on linear TV. To sum up, expanding an OTT’s bouquet of offerings to include sports is a strategy that every OTT platform can adopt to maximise its monetisation opportunities. While the OTT industry’s movers and shakers have already made sports their engine of growth, small and mid-sized platforms have inherent advantages – local reach, untapped sports and leagues and the possibilities of hyper-focused advertising – to grab a share of the sports pie. By adopting an optimum mix of monetisation models to draw viewers to them, streaming services can turn sports into a game changer that drives both their short and long term profitability. Disclaimer: This article is generated and published by the Insider Studios team. You can get in touch with them on insiderstudios@businessinsider.in

Monetising sports for sustained growth: A game every OTT platform can play

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

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

From Chiranjeevi’s Godfather to The Wonder: Here are some OTT releases you can watch this weekend

<ul><li>Streaming services grew at 50-60% during the pandemic, now it’s fallen to around 13%.</li><li>Ad supported models and new regional players are disrupting the market.</li><li>Higher acquisition and production costs and churn are troubling players who are seeing effects of slowdown.</li><li>The original content that’s streaming on OTTs is also falling into a rote, say consumers and film-makers. </li></ul>The year 2020 was a watershed year for many industries, as lockdowns put enormous restrictions on people. Ramesh Bharadwaj was stuck at home waiting for the pandemic to end. To pass time and keep his mind off crazy thoughts, the 27-year-old script writer started watching web series. And he subscribed to more and more OTT platforms to keep himself occupied. “Last year (2022), I realized that I had the big three — Prime, <keyword id="128682" type="General" weightage="20" keywordseo="netflix" source="Orion">Netflix</keyword> and <keyword id="2739840" type="General" weightage="20" keywordseo="hotstar" source="Orion">Hotstar</keyword>, and one more Telugu OTT. I was spending over ₹5,000 a year on these services. When I came to senses, I retained two and cancelled the rest,” he told Business Insider India. Bharadwaj joins the list of many people who are cutting down on the number of OTT subscriptions. Apart from costs, the screen-time has drastically reduced after they started stepping out after the pandemic. Binge watching is no more in vogue — which is taking the shine off the growth rates of OTT players compared to the pandemic. The ‘cool factor’ goes poof The dullness that’s seeped into the OTTs is not just because of screen fatigue and too many options. The ‘alternate’ content that’s made streaming cooler than TV, is also fast waning. Akshay Bardapurkar, CEO and Founder, Planet Marathi too says that people are moving away because there is nothing exciting to watch. “People want to devote their free time to watching OTTs but the quality of content post-Covid is not up to its mark. You don’t subscribe to OTTs for one series or a movie, you need continuity and that’s seen a downfall post-Covid,” he adds. Bharadwaj too tells that he is watching a lot less of streaming services because there’s nothing exciting to watch. “The last time I enjoyed a series was Khakee and Panchayat Season 2,” he sighs. Experts also say that all the web series are sounding and looking the same too. “The thriller genre is overdone on OTT and they’re falling into a rote. In order to make people watch the next episode, they’re having to invent ‘kicks’ in each episode and extend a story that can be told in 1.5 hours to 4-4.5 hours across eight episodes,” Indrani, a documentary filmmaker tells Business Insider India. “They’re nothing more than sophisticated soaps,” she opines. The growth curve has flattened In 2023, the number of people using OTT platforms increased by 13.5%. While it’s still double-digit growth, it’s nowhere close to the 50-60% seen during the pandemic. OTT players call these reduced growth numbers as signs of stabilization and maturity. “The curve has flattened over time. This had to happen. But we at Hoichoi are seeing some pockets of high growth,” Soumya Mukherjee, COO of regional language OTT player Hoichoi tells Business Insider India. The business is moving but at a much slower pace. “Now, the (OTT) growth is more organic, influenced by factors like cheaper data, content variety and the widespread availability of digital platforms. The fervour witnessed during the pandemic-induced surge has mellowed down to a more gradual pace,” said Sameer Jain, managing director of Primus Partners. Bharat binges but on AVOD model All in all, 423.8 million Indians watch content on an OTT platform. An average user holds 2.8 subscriptions each. And India has over 100 million paid subscriptions in India. Most of the new subscribers are coming from non-metroes. “Metropolitan areas and some smaller urban centers are showing signs of saturation, experiencing minimal growth. Notably, smaller towns and rural areas, where only 23% of the population is engaged compared to the national average of 34%, are driving this growth,” Jain tells Business Insider India. This new-growth patch for OTT is coming at a new business model – AVOD or advertising-based Video on Demand. Popularized by Jio Cinema which offered Indian Cricket World Cup for free with ads, the model involves some ‘free content’ and some ‘premium’ offerings behind a paywall. The large OTTs, which disrupted linear TV, are now being disrupted. “A clear structural disruption for the India content/telecom ecosystem may lead to early consolidation signs for India OTT, strain on global OTT giants (behind the paywall), and India OTT shifting to free offerings,” says Karan Taurani, media sector analyst at Elara Capital, says in a note. Mushrooming and churn During its high-growth phase, many new and regional players have mushroomed thanks to low-entry barriers. India now has over 47 OTT platforms across languages like Haryanvi etc in addition to multiple options in South languages. “The acquisition cost of new customers is very high, and their churn is also very high,” Archana Anand, chief business officer of ZEE5 Global said at an event in November. The average cost of customer acquisition for an OTT platform currently ranges from ₹250 to ₹650, as per Jain. “The growth rate of paid subscriptions decreased by about 20% in 2022 from its peak during the pandemic. Moreover, users are now frequently activating and deactivating subscriptions,” he sums up. Mukherjee too says that there would be consolidation in the sector. “A lot of newer and smaller players will survive only on the aggregator model. And large players and established language players will be able to go on independently,” he believes. Even when it’s becoming difficult to acquire customers, OTT players are having to spend heavily on new shows. In 2022, where spending on original shows alone ranged from $600-700 million, which does include the cost of acquiring movies etc. Most OTT players are now stuck between a rock and a hard place — having to keep churning out new and interesting content for viewers who are not swelling as fast. (This is an article in the ‘Boom to Bust’ series which will discuss post-pandemic trends.)

Boom2Bust: Streaming services slip after their pandemic-highs

<ul><li>After <keyword id="128682" type="General" weightage="20" keywordseo="netflix" source="Orion">Netflix</keyword>, another OTT platform is moving to an advertisement-based video-on-demand (AVOD) model.</li><li>Regional OTT platform Aha announced that it would have ads on its platform and a no-ad subscription option.</li><li>AVOD models are money churners for OTT players. According to the TMT<a href="https://www2.deloitte.com/in/en/pages/technology-media-and-telecommunications/articles/big-bets-on-smartphones-semiconductors-and-streaming-service.html"> Predictions 2022 report</a> by Deloitte, AVOD is expected to garner more revenue than subscription-based video on demand (SVOD).</li></ul>India is home to around <a href="https://www.businessinsider.in/business/news/a-cred-like-platform-is-what-indian-ott-users-want-to-juggle-multiple-subscriptions/articleshow/92570894.cms">60 over-the-top</a> platforms but most of them haven’t been able to make profit, as subscription revenue isn’t bringing them the revenue they desperately need. Netflix finally gave in and announced that it was now looking at ads on its platform. Regional player Aha, which provides Telugu and Tamil content is the latest to switch to a hybrid model. This is a mix of advertisement-based video on demand (AVOD) and subscription-based video on demand (SVOD). “All OTT platforms right now are burning a lot of cash in terms of both creating content and acquiring subscribers. Across India, there's only a certain amount of paid subscribers that you can bring onto the platform. So, at some point, everybody needs to walk towards profitability. The natural answer here is AVOD, which is where the consumer base is 10x or more than the subscription base that you have,” Vaasudev Koppineni, VP - content and strategy, Aha told Business Insider India. Aha will have three options for consumers by October. There will be free content with ads, gold subscription and premium with high-definition content. Aha is also optimistic that it would be on the path to profitability after moving to a hybrid model. “With our team expanding the non-subscription revenue into brand solutions, AVOD and other new initiatives, I think we are on our path towards profitability,” said Koppineni. AVOD models are money churners for OTT players. According to the TMT<a href="https://www2.deloitte.com/in/en/pages/technology-media-and-telecommunications/articles/big-bets-on-smartphones-semiconductors-and-streaming-service.html"> Predictions 2022 report</a> by Deloitte, India’s AVOD market will double from $1.1 billion in 2021 to $2.4 billion in 2026. Rural consumers prefer affordable OTT plans Having established a strong presence in the cities of Telangana and Andhra Pradesh, Aha wants to expand and go deeper into the country and that was one of the reasons behind the switch in business models. “We wanted to reach out to the rural audience of AP, Telangana, where we were able to lower the entry-level pack. That's when we decided that it's time to launch inventory on our platform, take down the back price for our entry-level consumers, so that they can afford our premium-content viewing with ads,” Nitin Burman, head of non-subscription at Aha, told Business Insider India. He said that rural India was a price-sensitive market. Currently, Aha’s annual premium subscription plan is priced at ₹699. There’s a ₹399 basic annual package and the quarterly package is priced at ₹199. The prices will be revised in the festive months. To make the most of its budget and pass on the benefits to consumers, Aha also focuses on creating original content, which Koppineni says is more viable for a streaming platform from a business perspective. “Creating content or having your own IP makes more sense than acquiring content because today, with growth in the competition, everybody's fighting for the same piece of content, which actually leads to the costs going high. What was earlier capped at 40% recovery of a content piece from digital has now grown to 60%-70%. So acquisition has become more expensive,” said Koppineni. Growth of regional Born just before the beginning of the pandemic in March 2020, Aha currently has 10 million monthly active users (MAUs) and its app is installed by 30 million people. It has captured over 2 million paid subscribers and each of them share their passwords with 2-3 people – so around 8 million users access Aha content on an average. According to a FICCI-EY <a href="https://www.financialexpress.com/brandwagon/regional-ott-on-the-rise-as-subscribers-choose-native-language-over-hindi/2272860/">report</a>, the share of regional language consumption on OTT platforms will cross 50% by 2025 from the 30% share it held in 2019. FICCI-EY believes that regional consumption will surpass Hindi, but will settle at 45% of the pie. “As per various reports, the next step for any national player to get consumers on board is from the regional audiences. And we have already captured urban markets and are in phase two of going to Tier II and III markets,” said Burman. Aha is also aiming to become a super app of sorts for its regional audience by adding gaming onto its platforms.

Aha takes the Netflix way to reach out to subscribers from small towns

<ul><li>Prime time shows have over 60% of ‘co-viewing instances’ with families watching TV together. </li><li>TV in India has an unparalleled position as a family entertainment platform, both in terms of price as well as reach, said a <keyword id="45949" type="General" weightage="80" keywordseo="jm-financial" source="Orion">JM Financial</keyword> report. </li><li>Growth in <keyword id="1245953" type="General" weightage="20" keywordseo="ott" source="Orion">OTT</keyword> has expanded the overall video consumption, and has not come at the expense of <keyword id="1632453" type="General" weightage="80" keywordseo="linear-tv" source="Orion">linear TV</keyword>. </li><li>Urban youth with access to wired broadband and proclivity to watch international content are likely to shift exclusively to <keyword id="5293670" type="General" weightage="20" keywordseo="ott-platforms" source="Orion">OTT platforms</keyword>, the report said. </li><li>Low cost of pay TV and low wired broadband penetration can work against cord-cutting, the report said. </li></ul>For families across India, prime time is mostly spent in front of their television sets. According to JM Financial, prime time shows have over 60% of ‘co-viewing instances’ – and this is what will keep TVs running in India in spite of the proliferation of OTT, as per the report. In addition to the fact that 98% of Indian homes only have a single TV, low proliferation of wired broadband is also keeping people from making the total shift exclusively to OTT. While India has over 650 million mobile broadband users, it has only 18 million wired broadband connections. “Note, these 18 million connections include small and medium enterprises as well, leaving even lower connections for households. We believe these trends and facts suggest TV screens - and linear TV - will remain the mainstay of India’s family entertainment,” said the report named ‘In the eye of the storm’. It also said that growth in OTT has expanded the overall video consumption, and has not come at the expense of linear TV. Pay TV vs OTT vs Free Dish The cost of pay TV – that’s subscription-based TV viewing – is around $3 per month. In comparison, OTT subscription cost is at least 2.5 times that of pay TV. “TV in India has an unparalleled position as a family entertainment platform, both in terms of price as well as reach,” the report said. In the US, however, where subscribers are shifting away from pay TV to OTT – it’s the exact opposite. While pay TV is at around $100 a month, Netflix subscription plans start at $10 per month. Added to that, wired broadband penetration in the US is at 95%. In spite of the fundamentals that support the long-term prospects of linear TV, it is being hurt by many factors. The usual suspect is OTT, which has been chipping away the top-of-the-pyramid user base off pay TV, who are the best spenders. This is reflected in the 6% decline in pay TV subscribers between 2019 to 2021. During the same period, broadcasters’ subscription revenue declined by 13% and ad revenue too went down by 12% – hurt by lowered FMCG ad spends and pandemic-led troubles. FMCG contributes to 50% of TV ad spends. On the other end of the spectrum, the government's DD Free Dish, a free-to-air <keyword id="6411255" type="General" weightage="50" keywordseo="dth" source="Orion">DTH</keyword>, too has pulled away millions of subscribers. Against cord-cutting The JM Financial report, however, believes that there is reason to be sanguine. “TV screen’s dominance during prime time coupled with pay-TV’s low ARPU and wired broadband’s lower penetration in India work against cord-cutting,” the report said. Broadcasters have been withdrawing General Entertainment Channels or GECs from DD Free Dish. That could stem the migration of viewers from pay TV. Moreover, it also expects that receding raw material cost inflation and buoyant festive demand could boost ad-revenue growth starting in the second half of the current financial year. “Unlike the general perception, our analysis indicates TV has held on to its share of ad spend while digital has gained at the expense of other media. TV’s wider reach and India’s low ad-spend-to-GDP ratio mean significant headroom for both TV and digital ad-spend to grow,” the report said. Moreover, India still has close to 100 million non-TV households, which provides a long runway for growth. Where are ad volumes going? Ad volumes have been falling differently across channel genres. Free commercial time (FCT) in genres such as English movies and English niche fell sharply even over 2019-21— reflecting the impact of OTT on select genres. The ad volumes of English movie channels declined the steepest at 45% while English niche went down by 29% and that of music channels went down 19%. “Urban youth, the viewership base of English channels on TV, appear to have shifted to OTT with global, on-demand content. Following the same logic, there seems to be a small impact on Hindi GEC (-3% FCT over 2019-21) while <keyword id="42771" type="General" weightage="20" keywordseo="regional" source="Orion">regional</keyword> genres seem largely unaffected, as of now,” the report said. On the other hand, ad volumes grew in genres like news, Hindi movies, Marathi channels, Tamil channels, Kannada, Bengali and Malayalam. However, ad volume fall in English channels have little effect on overall growth in TV as it constitutes only 1% of overall TV viewership. Even as the urban youth with access to wired broadband, higher spending capacity, and proclivity to watch international and niche content are likely to cut the cords and shift exclusively to OTT platforms, there is a lot of juice left in the linear TV market. “With around 300 million households, a sprawling regional language market, and a diverse cultural background, India offers significant opportunities for all forms of entertainment to co-exist. We believe OTT, pay TV, and free-to-air channels will all co-exist in the country,” the report said. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/prime-videos-four-more-shots-please-season-three-to-debut-on-october-21/articleshow/94701251.cms">Prime Video's 'Four More Shots Please!' season three to debut on October 21</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/ecommerce/news/flipkart-group-leads-e-commerce-festive-sales-meesho-is-second-largest-contributor-in-order-volume-redseer/articleshow/94701015.cms">Flipkart group leads e-commerce festive sales, Meesho is second largest contributor in order volume: Redseer</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/news/instagram-is-developing-a-nudity-protection-feature-to-block-unsolicited-nude-photos-in-dms/articleshow/94697784.cms">Instagram is developing a ‘Nudity Protection’ feature to block unsolicited nude photos in DMs</a>

Indians stick to TV for prime time and that's keeping them from cutting the 'cord'

<ul><li><keyword id="193261" type="General" weightage="20" keywordseo="lionsgate" source="Orion">Lionsgate</keyword> is a Canadian-American company which launched in India in December 2020. </li><li>The company is working to onboard Bollywood movies alongside release of originals like Feels Like Home and Hiccups and Hookups. </li><li>An average user spends at least 80 minutes on <keyword id="6506686" type="General" weightage="20" keywordseo="Lionsgate-India" source="Orion">Lionsgate India</keyword>. </li><li>Business Insider India speaks to Amit Dhanuka, executive vice president, Lionsgate India exclusively to get an insight into India’s OTT market and the company’s content play.</li></ul>One of the newest players in India’s OTT industry, Lionsgate Play India launched its services in the country in December 2020 and is carving out a space for itself among the Indian audiences. The Canadian-American entertainment company is betting big on India. With 65 plus yearly title launches and a stated aim of gaining 10-15 million Indian subscribers, Lionsgate Play is competing against <keyword id="3194526" type="General" weightage="20" keywordseo="netflix-india" source="Orion">Netflix India</keyword>, <keyword id="3380874" type="General" weightage="20" keywordseo="amazon-prime-india" source="Orion">Amazon Prime India</keyword>, <keyword id="163880" type="General" weightage="20" keywordseo="apple-tv" source="Orion">Apple TV</keyword> Originals and Disney+Hotstar for eyeballs. Lionsgate Play has a repertoire of Hollywood shows and is developing Indian originals such as Hiccups and Hookups and Feels Like Home. India is an important market for <a href="https://www.businessinsider.in/advertising/media/article/india-will-be-among-the-top-five-markets-for-lionsgate-within-the-next-five-years-rohit-jain-lionsgate/articleshow/80769668.cms">Lionsgate</a> and is expected to be one of its top five markets globally by 2025. Business Insider India spoke to Amit Dhanuka, executive vice president, Lionsgate, to get an insight into the India OTT market and the company’s content play. Edited excerpts: <div type="image" title="Amit Dhanuka, executive vice president at Lionsgate" msid="94394984" hostid="261"></div> Which type of content works best for India at Lionsgate Play? We have seen that the trend of content is pretty consistent over a period of time. There are two or three pieces of content that work – one, good stories always find audiences. Second, their genre also plays a role. We did Hiccups and Hookups which is a very urban story but it found great audiences across the country. Jungle Cry was about a bunch of boys who participated in a rugby championship. Typically we have seen that action, thriller genres slightly outperformed the other genres. Their engagement levels are higher. When it comes to gender diversity in shows and movies, what has been Lionsgate's approach in India? We are the torchbearers for gender diversity. Our lineup of shows have female protagonists. Even when we launched our first edition in India, we had female leads in Hiccups and Hookups. We are consistently working around two accounts- gender diversity and inclusion. Lionsgate has also gone and represented African-American, Hispanic and Latin American communities on a global stage. The industry itself is changing as it is moving away from a male-centric view. It is now talent as opposed to gender. How is Lionsgate Play investing in regional cinema and content? We are trying to represent India as a whole but as of now we are slightly more focused on Hindi along with our Hollywood content. As we evolve in southeast Asia, we are going to look at regional Indian content. As of now, that is not a priority. Jungle Cry is a great example of how it does not need to be a local dialect but a local story also works wonders. We are currently releasing 65 plus titles in a year. Globally, our budget is around $2 billion. Which movies are creating the most amount of buzz? Feels Like Home is coming up with its second season. We are premiering Serpent Queen, Jerusalem, Unscripted Graham Norton and we just did Emmys. We want to present the type of content that customers have something to look forward to every Friday. How many minutes does an average user spend using Lionsgate Play? Our completion rate for series and movies is very high. Feels like Home alone had a 50% completion rate, which is significant. If we quantify our series, at least two to five episodes are being consumed. An average time spent per user on Lionsgate India is at least 80 minutes, sometimes going upwards (to) 100 minutes. How has the partnership with prime channels helped Lionsgate in India? We are also one of the largest partners globally when it comes to partnership with prime channels. In India, we have had a fantastic partnership with our launch of prime channels in the past 12 months. The subscribers in India on Lionsgate are paying annual subscriptions directly as opposed to monthly subscriptions. Apart from Hindi, what language shows are Indians interested in? What OTT has done is reduced the language barrier considerably and made the audience slightly language agnostic. Earlier, the only way you could watch a dubbed movie was in a theatre or on television but it did not create any considerable monetary opportunity and OTT has tapped into that market – whether it is Korean content popular in India, or Malayalam, Tamil and Telugu content being watched in Hindi speaking markets. We did a great experiment with a dubbed Arabic movie called The Ambush and because of great content, it performed excellently in India. Can OTTs hold their own space with theatre releases by Bollywood? Brahmāstra was recently released in theatres and even though it will be released on OTT soon, I went to watch it in a theatre. The experience in a theatre is different. That experience cannot be replicated on a small screen. What OTT does is it lets you watch at the time and place of your choosing. Each has a different need they are serving. Lionsgate also looks forward to onboarding upcoming Bollywood movies. Lionsgate Play India releases slated for October 2022 <table style="border-width: initial; border-style: none; table-layout: fixed; width: 468pt;" class="redcator-table-advance"></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;">The Serpent Queen </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;">Departure Season 3 </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;">The Ambush </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;"> The Graham Norton Show </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;"> Feels Like Home Season 2 </td></tr></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody></table> SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/finance/news/indias-microfinance-loan-portfolio-stands-at-3-lakh-crore-with-6-crore-unique-borrowers/articleshow/94375376.cms">India’s microfinance loan portfolio stands at ₹3 lakh crore with 6 crore unique borrowers</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/most-indians-to-spend-more-than-10000-on-shopping-in-the-upcoming-festive-season-says-report/articleshow/94389278.cms">Most Indians to spend more than ₹10,000 on shopping in the upcoming festive season, says report</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/doodlage-and-ecokaari-startups-are-converting-waste-into-bags-and-clothes/articleshow/94388327.cms">Fashion forward: These startups are converting waste into bags and clothes</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/vijay-deverakondas-liger-is-streaming-online-on-this-ott-platform/articleshow/94391285.cms">Vijay Deverakonda’s Liger is streaming online on this OTT platform</a>

You Searched For "ott platform" and got 14 results

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