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July 22> 2018 [ impactonnet.com ]FEATURETHE INDIAN
OTT MARKET
432 MN
Internet users in India;
growing at a rate of 4-8%355 MN
Number of OTT
video viewers in India ex-
pected by 202040 %
Share of regional content
in viewership on OTT35 %
Growth y-o-y in number of
India’s OTT video viewers300 MN
What Amazon Prime
is expected to invest in
original content30 +
Number of OTT
players in India2.5x
Number of vernacular users
compared to English Internet
user baseMoney set aside for
original OTT content(Source: Deloitte Technology, Media and Telecommunications Predictions, India 2018)on the premise that they would tell stories
never told before. The platform has already
released 22 original shows with 50 more
in the pipeline. “We are planning to invest
Rs 500 crore in the next three years. We
have an investor in Reliance Jio, so money
won’t really be a challenge for us. We are
investing Rs 150-170 crore every year in
strengthening our content offering,” says
Manav Sethi, Chief Marketing Officer,
ALTBalaji.
User trends indicate that consumers
are constantly seeking new concepts and
fresh themes on the platform on an ongoing
basis. Thus, personalization of content is
key and is one of the factors that marks
Digital apart from TV content, believesTarun Katial, CEO, ZEE5 India. He
further adds, “When we set out on this
journey of creating the platform of ZEE5,
our endeavour was to bring stories that
resonate with Indians across the country
as also the non-resident Indian. Our bet on
investing in good content has clearly paid
off. Riding on this strong insight, ZEE5 has
built a strong pipeline of original content
that will be released in the months to come.
Zero KMS, the debut series of Naseeruddin
Shah (in six languages) already broke
records online, and with shows like
Karenjit Kaur and Kallachirippu (Tamil),
audiences have much to look forward to.”
Applause Entertainment, the content
studio from the Aditya Birla Group, alsohas a varied mix of shows coming up,
original and adaptations, across genres
which include a heartland coming-of-
age comedy with Swara Bhasker titled
Rasbhari, a dark comedy Hasmukh with
Vir Das, a political thriller, City of Dreams
with Nagesh Kukunoor and a conspiracy
thriller, Hostages with Sudhir Mishra,
among many others. Ashok A Cherian,
Head of Marketing & Revenue, Applause
talks about the sea of opportunities on OTT
platforms for production houses. “Today,
there is a huge potential for OTT players,
especially with all the great platforms
available and many telecom companies
turning into video streaming platforms.
Audiences are spoilt for choice as they are