Mar 30, 2021

OTT PLATFORMS IN INDIA

Disclaimer: The note/s given below is/ are a compilation of information taken from various sources. The references to the sources are provided at the end. The views expressed in the note/s are those of the concerned student/s/ intern/s. The blogger or the compiler will not be responsible in any manner whatsoever regarding the authenticity of the information provided in the note/s.

 

These notes are being compiled to help the students for educational purposes during Covid-19 pandemic.

CONTENT

1.         What is OTT
2.         What are some examples of OTT?
3.         How OTT is Delivered?
4.         Emergence of Over-the-top video services in India.
5.         History of OTT Platforms in India
6.         OTT Platforms and their role in India
7.         Conclusion
8.         References Links

1.         What is OTT?

The acronym OTT stands for Over-the-top. This means streaming across different devices whenever we want is possible because of “over-the-top,” a convenient little term that explains the new delivery method of film and TV content over the internet without the need for traditional cable or satellite pay-TV services. In simple terms, we’re talking about people paying for the internet from Xfinity to watch Netflix, but not bothering to get 400+ channels from Comcast so they can scroll through ESPN4 on their big screen.OTT or, Over-The-Top platforms are audio and video hosting platforms, which earlier started as content hosting platforms but eventually branched out to production and short movie releases, feature films, web-series, documentaries, sports, and other entertainment forms. These platforms run on cutting edge technology and state of the art functioning. These platforms use Artificial Intelligence (AI) to figure out the content which might interest the user (depending on the previous usage or browsing history) and gives out recommendations based on them. These OTT platforms work on a Trail or FREEMIUM model, where they generally give some content for free and have a premium subscription for their exclusive content that is not available elsewhere.

2. What are some examples of OTT?

There’s a wide range of OTT platforms, including Netflix, Hulu, Amazon Prime Video, DirecTV Now, fuboTV, Sling TV, Hulu with Live TV, PlayStation Vue, MercTV, YouTube Premium and YouTube TV.

3. How OTT is Delivered?

The accessibility of OTT content is one of the many reasons it’s so popular. To stream OTT, customers only require an internet connection and a compatible hardware device.

  • Mobile OTT Devices: Smartphones and tablets are able to download OTT apps to stream on-the go.
  • Personal Computers: Consumers can access OTT content from desktop-based apps or web browsers.
  • Smart TVs: The most common examples include Apple TV’s, SmartTV’s, PlayStation,  Chromecast, Xbox, FireStick and MORE. While you can typically stream OTT content on mobile and desktop devices, they aren’t considered true OTT devices.

4.    Emergence of Over The Top video services in India.

Traditionally, the consumption of movies and other audio and video content has always been in the form of mediums like theatre and television. As the technology developed, it was easily accessible at home and whenever required with the introduction of VHS, DVDs, Blu-rays and disc rental services. Further, cable television brought the content through Co-axial cables and fibre optic cables. Another better service emerged as Direct-to-home (DTH) technology through satellite and dish connectivity that brought high-quality broadcast and on-demand content directly to the consumer. Recently, technological advancements have made the movie or TV watching more convenient through online streaming or Video on Demand (VoD) services. VoD refers to streaming of video content over the Internet, through applications typically referred to as Over-The-Top (OTT). Viewers can access video content through OTT apps in any Internet-connected device like a Smartphone, smart TV, tablet, desktop computer, laptop, etc. Unlike traditional media, streaming services tell varied stories that are not restricted by censors, box office or demographic. It gives a viewing experience with greatly improved sound and visual quality, provided the consumers have a stable Internet.

Once considered a luxury, an increasingly growing number of Indians are shifting towards cord-cutting or online streaming. While the figures show that the VoD industry is still at its nascent stage, the entry of almost 40 VoD companies in a span of just three years indicates the massive potential of the industry. Out of five Smartphone owners in India, at least four people watch content in at least one OTT app (New18.com, 2019). The OTT apps have become the most downloaded app category ahead of social networking apps like Facebook, messaging apps like WhatsApp, and e-commerce apps like Amazon and Flipkart. The streaming market will collectively account for 46% of the overall growth in the Indian entertainment and media industry from 2017 to 2022 .

5.    History of OTT Platforms in India

The first Indian OTT platform was BigFlix, which was launched by Reliance Entertainment in 2008. After BIGFlix, many other platforms were introduced into the Indian Market. OTT gained momentum in Indian in 2103 when Ditto TV (Zee) and Sony Liv were launched. But, None of them went successful due to the high price of Internet data and Poor quality of connection in India.
The revolution came after Jio introduced its services. Prices of the Internet plans fell drastically and the companies also made their connection better to complete in the cut-throat market.
Slowly, the data consumption appetite of consumers increased with affordable plans and better connections. From there onwards, The Internet industry saw a boom in India.
Post Jio revolution, India saw the rise of various OTT Platforms such as Hotstar, Netflix, Sony LIV, Amazon Prime Video, etc.
Disney Hotstar was launched in the year 2015. And it is one of the highest watched OTT platforms in India. As of July 2020, it has more than 300 million active users. Soon after, Netflix began its operations in India in the year 2016 (January). It is one of the most recognised and prominent global OTT segment players. Netflix faces stiff competition in India from players like Amazon Prime, Disney+Hotstar etc.

  6.    OTT Platforms and their role in India :

i.)       Hotstar

Hotstar is a Star Network product that launched in February 2015. It has swiftly become one of the largest video-on-demand platforms in the country. Hotstar is the only platform where the best TV shows from around the world, movie premieres and live sports and events, are available on a single platform. It is the only service with content partnerships with the top three global studios – HBO, Fox, and Disney.
Hotstar works on a freemium based model.
Previously it was also like a regular platform used to provide shows that used to air in Star India Network. But the real change came into action when they started to stream sports, especially cricket in 2017.
As of 2018, with around 150 million active users and over 350 million downloads. In 2019, Disney acquired Hotstar. After Disney’s acquisition, They launched Disney+ Hotstar in 2020.
According to Hotstar's India Watch Report 2018, 96% of watch time on Hotstar comes from videos longer than 20 minutes, while one–third of Hotstar subscribers watch television shows In 2019, Hotstar began investing ₹120 crores in generating original content such as "Hotstar Specials". 80% of the viewership on Hotstar comes from drama, movies and sports programs.

ii)         Netflix India

American streaming service Netflix entered India in January 2016. In April 2017, it was registered as a limited liability partnership (LLP) and started commissioning content. It earned a net profit of ₹2020,000 (₹2.02 million) for fiscal year 2017. Netflix faces tough competition with other OTT platforms in India such as Amazon Prime, Hotstar, Voot and Eros Now, each of which charges lower subscription rates than Netflix.
Netflix has made its highest investment ever in India to produce more original content. Netflix is a lot costlier than all of its competitors. So additionally, they launched a low-cost, mobile-only version of its service exclusively in India. The plan costs Rs. 199, and it is aiming to bring a unique personalized experience to the Smartphone users in India. 

iii)         BigFlix

BigFlix is Reliance Entertainment’s subscription-based movie streaming service. Last year in April, the platform got revamped and now has a subscription fee of Rs.50 per month after a month free trial. The service offers five user profiles, and HD quality streaming on up to five devices simultaneously. Considering that Indians have a growing consumption of digital entertainment on a daily basis, BigFlix is sure to fill the void created by the decline of the home video market by digitally delivering movies.
The platform boasts a huge collection of movies which has 2,000 titles across 9 languages including Hindi, Telugu, Tamil, Punjabi, Malayalam, Gujarati, Marathi, Bhojpuri, and Bengali. It has tied up with the likes of Dharma, Disney, Viacom, Phantom, Teluguone and Rajshri. It is important to note that Reliance does not want to focus on English-centric content and will be very limited in size. It is claimed by Reliance that BigFlix has already a huge user base of 3.9 million users. 

iv)         Amazon Prime Video:

A year after the launch of the biggie OTT player, Netflix – Amazon Prime Video launched in India. It is currently priced at Rs.999 per year. According to the Director of Content at Amazon Prime Video India, India accounts for the highest number of Prime members in the debut year, growing fastest among the 16 countries that the platform is present on. India is a price sensitive country and at its low-priced subscription fee it gives the users great value for money.

 
Around 93% of the time that Indians spent on online videos, they were watching Hindi and regional language content. Amazon not only provides English centric content but also focuses on Hindi content as well as Regional content. Its video content portfolio is led by Bollywood movies which is a popular content category in India.  Amazon has also committed $300 million for original Indian content, roping in some big Bollywood names, besides internet content space.

v)         Others

Hulu, Viu, MX Player, Alt-Balaji, Sony LIV, JioCinema, VOOT Eros Now, Byjus. Coursera, Gaana etc. are some other OTT Media platforms widely used in India.

7.    Conclusion

The OTT industry looks all set for a revolution since all the OTT platforms not only provide premium and niche content but also serve as a catch-up for their respective television counterparts. You don’t have to remember the telecast time any more nor miss out on your favourite series or films.

According to KPMG Media and Entertainment Report 2018, the Indian OTT market is expected to grow 45 percent to reach ₹138 billion by the end of fiscal 2023. According to a report by Ernst & Young, the number of OTT users in the country will reach 500 million by 2020, making India the second–biggest market after the US.

8    References:

Compiled & submitted by:

Muskan Verma
B.A. (Hons.) Journalism, Batch of 22
Lady Shri Ram College for Women

 

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