Impact – 22 July 2018

FEATURE^23

July 22> 2018 [ impactonnet.com ]

THE OTT

NUMBER GAME

(Source: Industry data)

SOME OTT

(OVER-THE-TOP)

VIDEO STATS

Despite problems with

piracy, OTT video revenue

has grown rapidly in recent

years and according to

PwC’s Global Entertainment

& Media Outlook 2018-2022,

India will be among the top

10 largest global OTT video

markets by 2022.

` 2019

` 5595

22.6%

70 %

79.4%

CRORE

CRORE

(revenue from OTT video

in India in 2017)

(projected revenue from OTT

video in India by 2022)

Growth rate

of revenue in 2017 is

attributable to Subscription

on Demand Video (SVOD)

platforms

of total market revenue is

expected to be from SVOD

by 2022

(Source: PwC India)

consuming the internet, more than ever,

to watch new content every single day.

We need new, relevant, entertaining, local,

and quality content that can captivate

these audiences each time. And with the

momentum of growth we are seeing in

the digital viewership, I don’t think there

can ever be enough original content,” he

says, adding that Applause Entertainment

will retain the IP of all the content they

commission and license.

While producing original content,

production houses must also ensure

versatility and create larger universal

appeal to connect with audiences beyond

a certain geography. Citing the example

of the widely popular show Narcos,

Abhishek Rege, Chief Executive Officer,

Endemol Shine India says, “A series like

Narcos established that your content needs

to be multi-territory and multi-season.

Your product and story should be able

to connect with a larger audience. It also

has to lure the audience to binge-watch.

Moreover, platforms can benefit if a series

is multi-season. It is important to create

series that are around 8-10 episodes long,

and gripping enough across all episodes.”

Original content is also a great way

for an OTT service to create a brand with

the viewer and subscriber, adds Ridhima

Lulla, Chief Content Officer, Eros

Digital. “The premise is deep-rooted in

the stories and the culture we are looking

MONTHLY ACTIVE USERS:

ACTIVE USERS:

USER BASE:

ACTIVE USERS:

MONTHLY ACTIVE USERS:

ACTIVE USERS:

MONTHLY ACTIVE USERS:

150 MN

5.37 MN

12.64 MN

3.5 MN

33 MN

9 MN

15.6 MN