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

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

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

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

<ul><li><keyword id="4078236" type="General" weightage="100" keywordseo="jiocinema" source="Orion">JioCinema</keyword> subscription costs ₹999 per year.</li><li><keyword id="17401884" type="General" weightage="80" keywordseo="jiocinema-premium" source="Orion">JioCinema Premium</keyword> subscribers can stream content on up to 4 devices simultaneously.</li><li>The app is available for download on both Android and iOS devices.</li></ul>JioCinema, the renowned OTT platform, has unveiled its highly anticipated <keyword id="47469" type="General" weightage="80" keywordseo="premium" source="Orion">premium</keyword> edition, capturing millions of users with its streaming experience during IPL 2023. While the platform continues to offer free streaming of IPL 2023 matches, subscribers can now enjoy exclusive HBO and WB shows by opting for JioCinema's paid plans. Previously, HBO content was accessible through Disney+Hotstar, however, on March 31, noteworthy series like The Last of Us, House of Dragons, Succession, and others were withdrawn from the platform. <cmsannotation type="cmsannotation" annotationid="JioCinema Premium Plan details" comment="subhead" text="JioCinema Premium Plan details"><keyword id="17402458" type="General" weightage="50" keywordseo="jiocinema-premium-plan" source="Orion">JioCinema Premium Plan</keyword> details</cmsannotation> Jio has launched a new subscription plan at a price of ₹999, providing users with a year-long validity and unrestricted access to the entire content library on its OTT platform. Moreover, Jio offers the convenience of cancelling the subscription at any point. To further enhance user experience, JioCinema extends a 7-day free trial, allowing users to explore the premium features before committing to the annual plan. <cmsannotation type="cmsannotation" annotationid="JioCinema premium plan features" comment="subhead" text="JioCinema premium plan features">JioCinema premium plan features</cmsannotation> <ol><li>Unrestricted access to a vast collection of Hollywood movies and TV shows</li><li>Seamless streaming with high-quality video and audio</li><li>Simultaneous streaming on up to four devices</li><li>Enjoying content without any interruptions from ads.</li></ol>JioCinema Premium vs <keyword id="128682" type="General" weightage="50" keywordseo="netflix" source="Orion">Netflix</keyword> vs Amazon Prime Video vs Disney+ Hotstar <table style="border-width: initial; border-style: none; table-layout: fixed; width: 468pt;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">OTT Platforms </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Price </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;">JioCinema Premium </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"> ₹999 for a 12-month duration. </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Netflix </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Monthly- Mobile plan is ₹149, the Basic plan at ₹199, the Standard plan at ₹499, and the Premium plan at ₹649. </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Disney+ Hotstar </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Premium plan is ₹1,499 per year, Super Plan (ad-supported) is ₹899 for 12 months. </td></tr></tbody></table> SEE ALSO: <a href="https://www.businessinsider.in/tech/apps/news/is-whatsapp-secretly-listening-to-your-private-conversations-heres-how-to-check/articleshow/100155980.cms">Is WhatsApp secretly listening to your private conversations? Here’s how to check</a> <a href="https://www.businessinsider.in/tech/news/google-pixel-6a-vs-pixel-7a-smartphone-comparison-with-price-and-features/articleshow/100177889.cms">Google Pixel 6a vs Pixel 7a: Is Google's latest mid-ranger worth the extra ₹12,000?</a>

JioCinema Premium Subscription: Features, plans, platform support, and more

Global online music streaming subscriptions witnessed 32 per cent jump year-on-year (YoY), reaching 358 million subscriptions in 2019, according to a new report. Spotify topped with 31 per cent share of the total revenue and a 35 per cent share of the total paid subscriptions. <div type="image" title="spotify_stats" msid="74982497" hostid="261" caption="&amp;lt;p&amp;gt;Global music streaming statistics for 2019 by Counterpoint Research&amp;lt;/p&amp;gt;"></div> <keyword id="6425775" type="UNKNOWN" weightage="20" keywordseo="Apple-Music">Apple Music</keyword> followed with 24 per cent share of total revenues in the industry and 19 per cent share of the total paid subscriptions, according to the report from Counterpoint Research. At third place, <keyword id="1527458" type="COMPANY" weightage="20" keywordseo="Amazon-Music">Amazon Music</keyword> subscriptions reached 15 per cent share in 2019, compared to 10 per cent in 2018. "Paid subscriptions grew 32 per cent YoY compared to 23 per cent YoY growth of total monthly active users (MAUs). This suggests people are ready to pay for music streaming for a hassle-free experience," Research Analyst Abhilash Kumar said in a statement. However, this is not completely user-driven. "Music streaming platforms are following a two-step approach to gain subscribers, first registering them to their platform as free users by means of excellent advertising campaigns and secondly pitching them with attractive offers to transfer them to become paying subscribers," Kumar elaborated. Due to Apple's high focus on its services segment which includes Apple Music, its subscription base grew 36 per cent YoY in 2019. Despite global players strongly pushing their music streaming platforms, regional players stand strong in their respective regions, said the report. Gaana continues to be the top player in the Indian market while Yandex Music is leading in Russia. Similarly, Anghami leads the Arab world and Tencent Music Group leads the China market with the help of its apps QQ Music, Kugou and Kuwo. On the impact of the COVID-19 pandemic on the OTT industry, Kumar said: "During this outbreak, audio OTT consumption has switched from music streaming to the radio. People in highly-affected areas are worried about the outbreak and are therefore continuously tuned to news on TV/radio for updates". The online music streaming subscription is expected to grow more than 25 per cent (YoY) to exceed 450 million subscriptions by the end of 2020. Meanwhile, more than 80 per cent of music streaming revenue came from paid subscriptions. The rest came from advertisements and partnerships with brands and telcos. Therefore, increasing paid subscriptions is of prime importance for music streaming platforms, said the report. See also: <a href="https://www.businessinsider.in/india/news/indias-power-grids-gear-up-for-1-3-billion-people-switching-of-their-lights-on-april-5/articleshow/74980245.cms">India's power grids gear up for 1.3 billion people switching of their lights on April 5</a> <a href="https://www.businessinsider.in/india/news/india-puts-curbs-on-exports-of-testing-kits-with-immediate-effect/articleshow/74979665.cms">India puts curbs on exports of testing kits with immediate effect</a> <a href="https://www.businessinsider.in/international/news/coronavirus-impact-global-food-supply-chain-could-sky-rocket-with-anxiety-driven-panic-say-experts/articleshow/74977714.cms">Coronavirus' impact on the global food supply chain could sky-rocket with anxiety-driven panic, say experts</a>

Spotify leads as online music streaming jumps by 32% in 2019

<ul><li>Even after the record growth witnessed by streaming services in India, the question remains whether these platforms can retain the massive lockdown gains </li><li>With streaming services under pressure to provide new content frequently and producers trying to not lose money in films, web premiers might be another new normal. </li><li>Moreover, a KPMG report suggested that OTT platforms should look at gaming as an extension to their ecosystem offerings. </li></ul>Streaming services are the only bright spot for the millions who are isolating at home during lockdown. With ample leisure time and fewer options, usage of streaming platforms surged. Most of the 35 streaming giants in India — <keyword id="3960758" type="PERSON" weightage="20" keywordseo="Amazon-Prime-Videos">Amazon Prime Videos</keyword>, <keyword id="6245082" type="UNKNOWN" weightage="20" keywordseo="ZEE5">Zee5</keyword>. Voot, Hungama, AltBalaji, MX Player — witnessed a record growth fueled by quarantine. The Big Boost During the lockdown, there was a 265% increase in OTT traffic since February last week — in spite of the drop from HD to SD, according to Internet Exchange operator DE-CIX. The five services that gained the most are Amazon Prime Videos, Netflix, Youtube, Zee5 and Hotstar. Disney+ — which was launched soon after India locked itself down —<a href="https://techcrunch.com/2020/04/08/disney-has-more-than-50m-subscribers/"> added 8 million users </a>within a week. Whereas, Netflix India — which was earlier losing to the homegrown market — too <a href="https://www.businessinsider.in/finance/news/exclusive-app-tracking-data-for-netflix-reveals-the-countries-where-usage-spiked-in-march-and-suggests-strong-viewership-heading-into-q1-earnings/articleshow/75162782.cms">saw at least an 8% growth in Q1FY20 driven</a> by its cheapest mobile online plan at ₹199. Zee5, a homegrown OTT platform, saw 36% growth during the lockdown. Whereas its foreign arm, <keyword id="7124509" type="UNKNOWN" weightage="20" keywordseo="ZEE5-Global">Zee5 Global</keyword> saw a 60% surge in users across the world including the Middle East and Canada. Alt Balaji, yet another homegrown platform, saw a 60% growth in its subscription. <table style="border-width: initial; border-style: none; width: 468pt; table-layout: fixed;"></colgroup></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">OTT services </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Change in viewership due to Covid-19 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Netflix India </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">+8% in Q1 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Zee5 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">+36% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Hungama Play </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">+20% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Eros Now </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">+70-100% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">MX Player</td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">130% surge on engagement </td></tr></tbody></table> A short-term spike or a long-term gain A<a href="https://rollingstoneindia.com/how-the-coronavirus-is-impacting-audio-and-video-streaming-in-india/"> Nielsen report</a> predicted that lockdown can trigger a 60% rise in content consumption in India. Even after the record growth witnessed by streaming services in India, the question remains whether these platforms can retain the massive gains post lockdown. Hence, when Netflix recently said it added a record 15.8 million paid subscribers globally, it also added that it is treating it as “<a href="https://techcrunch.com/2020/04/21/neflix-q1-earnings/">a short-term spike” and the growth will gradually decline. </a> A KPMG report, however, believes that OTTs are likely to see continued accelerated growth. "While the same levels of consumption may not be achieved once we overcome this pandemic, there is definitely a new and higher normal that is likely to be established when it comes to time spent on OTT platforms," Girish Menon, Partner and Head, Media and Entertainment, KPMG in India told Business Insider. Moreover, Menon believes consumers are likely to develop a habit of consuming video online during lockdown which would later drive subscription growth. However, According to Karan Bedi, MX Player, OTT platforms might witness some immediate dip post lockdown, but the overall base and average time spent would continue the rise. With shooting of new TV series being delayed and movie theatres closed, services with large, legacy libraries and fresh content, have an inherent advantage. “A new normal has been witnessed as consumers adapt to the evolving situation of the pandemic. We feel this pattern will stay as it is in the post-COVID-19 era as well and perhaps there will be some incremental change in the overall user growth,” Aparna Acharekar, programming head of ZEE5 India. Ferzad Palia, who heads Voot Select in India too thinks the same. Rohit Paranjpe who heads SugarBox Networks believes new content will continue to enthuse people. The pressure on OTT services to release new content more frequently may also go up. Also, OTT players too should not be happy just retaining users and will have to engage them more. Apart from films, KPMG in a report suggested OTT platforms look at gaming as an extension to ecosystem offerings. “OTT will look to bring their consumer’s value in other areas: from aggregating other third party content providers who are not competing with them to promoting and pushing other adjacent services, like fitness and food delivery apps, and education platforms,” said Lior Friedman, VP - global partnerships and strategy at Amdocs Media. Directly onto OTT platforms With streaming services under pressure to provide new content frequently and producers trying to not lose money in films products, web premiers might be a new normal. Lakshmi Bomb featuring Akshay Kumar might release on Disney+Hotstar. MUBI is premiering Pablo Larrain’s film ‘Ema’ in India, UK and Ireland on May 2. Whereas, Zee5 is also considering premiering movies directly on its platform in the near future. AB Anni CD will be yet another film to be released directly on Amazon Prime Videos. Akshay Bardapur, the producer of the movie that stars Amitabh Bachchan said, “We didn’t want to keep audiences from watching two megastars. Also, it made sense to recover losses by selling content to the OTT.” But big-budget movies are preferring to hold back. Recently, the makers of Ranvir Singh starrer movie ‘83 said they will release the film in theatres first even <a href="https://mumbaimirror.indiatimes.com/entertainment/bollywood/ranveer-singhs-83-to-not-release-on-ott-platforms-makers-aim-for-theatrical-release/articleshow/75401861.cms">if they had to wait for six or nine months. </a> “While producers of movies that have a reasonable budget may experiment with releasing movies directly on OTT platforms or opt for a pay-per-view model, bigger films are unlikely to be released until later this year or next year,” says Neeraj Roy, founder and CEO of Hungama Digital Media. See also: <a href="https://www.businessinsider.in/entertainment/news/cinema-halls-may-not-open-in-india-until-june-end/articleshow/75407053.cms">Cinema halls may not open in India until June end</a> <a href="https://www.businessinsider.in/entertainment/news/lockdown-watchlist-want-to-binge-watch-a-show-that-lasts-a-week-try-these-long-running-shows-on-netflix-amazon-prime-disney-hotstar-and-others/articleshow/75173116.cms">Lockdown Watchlist: Want to binge-watch a show that lasts a week? Try these long-running shows on Netflix, Amazon Prime, Disney+ Hotstar and others</a>

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

<ul><li><keyword id="809814" type="General" weightage="20" keywordseo="ormax-media" source="Orion">Ormax Media</keyword>'s latest report reveals that Indian OTT audience universe is currently at 353.2 Million (or 35.32 Crore) people. </li><li>This translated into a penetration of 25.3%.</li></ul>Media consulting firm Ormax Media has released the largest audience research to size the OTT universe in India, titled The Ormax OTT Audience Report 2021. The research, based on a sample size of 12,000 across urban and rural India, was conducted in May to July 2021. Ormax Media released select findings of the report, which reveal that the Indian OTT audience universe is currently at 353.2 Million (or 35.32 Crore) people. This translated into a penetration of 25.3%, which means that one in four Indians watched online videos at least once in the last one month. The report breaks this universe by gender, age, NCCS, pop strata, states and cities. Speaking about the need for the report, <keyword id="161338" type="General" weightage="20" keywordseo="shailesh-kapoor" source="Orion">Shailesh Kapoor</keyword>, Founder &amp; CEO - Ormax Media, said: “India’s OTT audience universe is rapidly growing, and an accurate estimation of market size is a crucial strategic component in a growing category. While streaming companies have data on usage and subscription of their own platforms, there is no industry-level audience research available to size and profile the Indian OTT market at large. This research, which will be conducted in the same period every year, aims to plug this significant data gap in the streaming industry in India”. The report also reveals that there are currently 96 Million active paid OTT subscriptions in India, across 40.7 Million paying (SVOD) audiences, i.e., an average of 2.4 subscriptions per paying audience member. 66% of these paid subscriptions are with male audience. The top 6 metros contribute only 11% to India’s OTT universe but 35% to total paid subscriptions in India. Bengaluru, Delhi and Mumbai are the top 3 cities in this regard, with more than 8 Million active paid subscriptions each. Speaking about the findings, Kapoor said: “OTT is no longer a niche category, but at 25% penetration, there is still a huge potential to grow the market, especially outside the top cities. We have seen a rise in regional <keyword id="5293670" type="General" weightage="20" keywordseo="ott-platforms" source="Orion">OTT platforms</keyword> in India over the last year. This report provides market and demographic level data for platforms to take sound investment decisions on regional products, be it a stand-alone app or regional content within a national app”. The full report is available by subscription for streaming platforms, production companies, media agencies and other companies associated with the OTT category in India.

India has 353 million OTT users and 96 million active paid subscriptions, which translates into a penetration of 25.3%: Ormax Media report

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

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

<div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div><ul class="summary-list"><li>More digital-native studios are launching linear streaming channels to get in on the growing share of advertising dollars that are shifting to over-the-top streaming (OTT) platforms.</li><li>Digital-entertainment company Whistle is the latest to go over-the-top with a 24-hour streaming channel, WhistleTV, that will land on at least two ad-supported OTT platforms later this year, the company told Business Insider. </li><li>"We've been seeing the audience shift to OTT increasing," a Whistle exec said. "Quite frankly, the ad dollars are also moving to the OTT platforms ... We want to make sure that we capture the eyeballs as well as the ad dollars."</li><li>By 2020, ad spending on OTT platforms in the US is forecasted to hit $5 billion, 85% more than the spending levels two years earlier, estimates from ad-buying group Magna Global show.</li><li><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary">Click here for more BI Prime stories.</a></li></ul>More digital-native studios are launching linear streaming channels to get in on the growing share of advertising dollars that are shifting to over-the-top streaming (OTT) platforms.Digital-entertainment company Whistle is the latest to go over-the-top with a 24-hour streaming channel, WhistleTV, that will land on at least two ad-supported OTT platforms later this year, the company told Business Insider. Whistle, which has been distributing, since 2014, sports and lifestyle video across digital platforms from YouTube to Snapchat, noticed that its most popular shows, like "No Days Off," were starting to be watched more regularly on TV screens. The ad rates on OTT players were also rising faster than on platforms like YouTube. As Whistle worked to diversify its revenue and acquire digital studios New Form and Vertical Networks in its push to become profitable, it wanted to make a play for those OTT ad dollars with WhistleTV.Read more: <a href="https://www.businessinsider.com/whistle-is-buying-elisabeth-murdochs-mobile-studio-vertical-networks-2019-10">Whistle is buying media mogul Elisabeth Murdoch's mobile-content studio, Vertical Networks</a>"We've been seeing the audience shift to OTT increasing," Izzet Asayas, executive vice president of distribution and sales strategy at Whistle, said. "Quite frankly, the ad dollars are also moving to the OTT platforms ... We want to make sure that we capture the eyeballs as well as the ad dollars."<div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div>By 2020, ad spending on OTT platforms in the US is forecasted to hit $5 billion, 85% more than the spending levels two years earlier, <a href="https://magnaglobal.com/3115-2/">estimates from ad-buying group Magna Global</a> show.Other digital studios have also started programming free-to-air channels on streaming-TV services like The Roku Channel, Pluto TV, and Xumo. Subscription-sports service <a href="https://www.digitaltrends.com/home-theater/fubotv-fubo-sports-network-free-ad-supported-streaming-channel/">FuboTV launched</a> a free network on The Roku Channel, Xumo, and other platforms last month. Otter Media's Gunpowder and Sky debuted a science-fiction channel, DustX, on a number of platforms earlier this year. And Revry, an LGBTQ+-focused content company, programs a channel for Pluto TV.Millennial-news network Cheddar, the original "post-cable" network, is perhaps the most successful example. It started streaming a live linear channel on Sling TV in 2016, and later rented a broadcast spectrum to expand its reach. The company announced its sale to Altice USA for $200 million earlier this year. The <a href="https://nypost.com/2019/03/28/digital-startup-cheddar-to-debut-on-spectrum-as-it-looks-for-scale/">company said</a> it was on track to be profitable in 2019.Read more: <a href="https://www.businessinsider.com/altice-usa-is-buying-streaming-news-network-cheddar-2019-4">Cable TV company Altice USA is buying the streaming-news network Cheddar for $200 million</a>These free linear networks typically forgo the carriage fees paid in the traditional TV ecosystem in favor of advertising revenue. There are two main revenue models, Asayas said:<ul><li>Revenue share</li><li>Inventory share </li></ul>WhistleTV will focus on the latter, since it already has its own ad sales team. If eight minutes of commercials run in a 22-minute episode on WhistleTV, Whistle might sell six minutes of that inventory and the rest could go to the OTT platform, as an example. Asayas did not reveal the actual inventory split in the upcoming distribution deals.<h2>Linear channels are more expensive to run, but can potentially capture more ad dollars</h2>OTT players like Pluto TV, which has about <a href="https://www.businessinsider.com/pluto-tv-ceo-on-50-percent-audience-growth-seven-months-2019-9">18 million monthly active users</a>, have smaller potential audiences than platforms like YouTube, which reaches more than 2 billion active users per month.And streaming networks are more expensive to run than channels on YouTube or Snapchat.<ul><li>Asayas said Whistle had to hire people who knew how to develop content and program for different times of the day, which it didn't need for on demand. It brought on former Hulu and Warner Bros. exec Griffin Gmelich to oversee the linear OTT push.</li><li>Whistle is investing in video players, content-management systems, and other technology to deliver the video feeds.</li><li>It also needed more programming to fill the hours in the day. WhistleTV will be leaning on its library of existing originals and influencer-led content, which will be recut and refreshed to work for linear, as well as programming from some niche sports leagues, movies, and documentaries.</li></ul>"Once we move into this space, we want to make sure that we are not leaving anything on the table from programming to monetization to tech," Asayas said of the higher investment.But there's more ad inventory available in a 24-hour, seven-day-per-week linear channel than in the short-form, on-demand videos on YouTube.The CPMs, a standard ad-buying metric that measures revenue per thousand views, can also be much higher, Asayas said.A major broadcast network that sells ads direct on OTT platforms can reach CPMs of $35 or more. Programmatic CPMs can be in the double-digits. CPMs on YouTube, which vary wildly based on geography and other factors, are often in the single digits though they can go well into the double digits.Asayas said Whistle's research suggests the margins on OTT streaming channels can be higher than on social-media channels, in spite the higher costs."Seeing both from our first-party data as well as third-party data that these OTT platforms having a considerable amount of audience, and the audience that we're targeting, basically made it a no-brainer for us to move into this space," Asayas said.

Digital video companies are turning to 24-hour linear feeds to grab more ad dollars. A top Whistle exec breaks down the strategy ahead of its new channel launch.

After the Internet and Mobile Association of India (<keyword id="149966" type="General" weightage="80" keywordseo="iamai" source="Orion">IAMAI</keyword>) slammed it for raising the 'revenue sharing' demand for telecom service providers (TSPs), the Cellular Operators Association of India (<keyword id="6373028" type="General" weightage="100" keywordseo="coai" source="Orion">COAI</keyword>) on Monday said the telcos' demand for reasonable 'usage charge' from OTT providers is fair and rational. The COAI reiterated its position that the demand of telecom operators for a reasonable 'usage fee' from OTT communication service providers for leveraging their networks to provide profitable services would aid in developing the country's digital infrastructure while contributing to the economy. "Certain entities with vested interests are misdirecting the issue of the need for a regulatory framework for the communication OTTs and the need of usage charge to be paid by OTTs to the TSPs, by bringing in the aspect of net neutrality in a misleading manner, to make it a populist issue," said <keyword id="164571" type="General" weightage="50" keywordseo="lt-gen" source="Orion">Lt Gen</keyword> Dr <keyword id="3200319" type="General" weightage="50" keywordseo="sp-kochhar" source="Orion">SP Kochhar</keyword>, Director General, COAI, without naming the IAMAI. The COAI said that there seems to be a lack of appreciation of the fact that net neutrality pertains to the non-discriminatory treatment of content which has no nexus to the usage fee issue. "Telecom service providers are committed to following the net neutrality principles, as per their license conditions, as also all other regulatory and security compliances which the TSPs undertake to safeguard consumer interest and security -- which OTTs presently do not," it argued. The COAI has been advocating for a model where the sending party network pays (SPNP) model would allow telecom service providers to exploit internet businesses by formalising rent-seeking. "The SPNP model would be a death knell for the digital economy and the creative ecosystem which it sustains," IAMAI had said last week. Calls for an SPNP mechanism have re-emerged even though the demand for telecom services is entirely dependent on the ability of OTT services to attract users. The COAI said that OTT platforms take a free ride on TSP-funded networks "without contributing to the setting up, operating and maintenance costs either directly or indirectly or for the expansion of networks". In fact, many OTT communication players are contemplating/already charging subscribers a significant fee for verified accounts, adding further leads to their revenues. "It is ironic that representatives of entities profiting themselves by levying charges on subscribers while riding free on the telcos' network are stating that paying for usage would effectively raise costs for users," commented Kochhar. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/finance/news/rupee-falls-19-paise-to-82-94-against-us-dollar/articleshow/98265913.cms">Rupee falls 19 paise to 82.94 against US dollar</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/news/google-achieves-quantum-error-correction-milestone-says-sundar-pichai/articleshow/98266893.cms">Google achieves quantum error correction milestone says Sundar Pichai</a>

It's fair for telcos to demand usage charges from OTTs says industry body COAI

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

How the pandemic has changed the streaming landscape for good

<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>

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