iWorld

Indian market has scope for niche OTT platforms despite several challenges

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/06/18/ott.jpg?itok=BUU77hHt

MUMBAI: OTT platforms offering niche content is an emerging trend in the global market. Dedicated content offers brands an opportunity to differentiate themselves in an over-congested market. Currently in India, there’s one such example Veqta, an OTT platform offering sports content. While it is too early to predict such trends in the Indian ecosystem, such a concept definitely offers an opportunity in the market.

With the rise of streamers worldwide, content available on OTT is also evolving gradually. The primary challenge for OTT players is to provide viewers with compelling content, especially when it comes to the SVOD model. When a platform offers niche content, it overcomes the primary challenge of differentiating its position in market.

FishFlicks, an Australian brand, comes with recreational sporting content like fishing and hunting. Such content was picked knowing Australian people's passion for fishing. Before launching, it was understood that fishing enthusiasts would be excited by the offering. Along with potential in national market, an interest in Australian fishing also fetches certain amount of global subscribers.

Like FishFlicks, there’s another platform called Cyberobics which is basically a virtual fitness world. Today, maintaining a healthy lifestyle is a challenge to people across world. Every now and then people browse how to be fit. In such a scenario, Cyberobics offers not just something unique in the entertainment segment but also relevant content of public interest.

“If you are getting a sizeable amount of aggregated audience for a particular niche and then is a potential possibility to look at if there’s a focused platform-specific strategy or brand-specific strategy for that particular niche,” Eros Digital COO Ali Hussein said.

It’s also easier for viewers to find content that interests them since they are already enthusiastic about the content catalogue offered. The bouquet of dedicated content ensures that users don't give up browsing the platform too soon. Vishnu Mohta, the co-founder of Hoichoi, says that content discovery is less of a challenge on niche OTT platforms as the content is customised to cater to the user's interests along with the app offering recommendation on what to watch.

A big advantage these platform have is that they evoke a sense of loyalty among users. Since the audience consuming the content is already passionate about the content topic, the affinity for the brand grows easily. Initially, if these platforms opt for the SVOD model, the audience is unlikely to mind paying for the content. However, these platforms have to go a long way to secure sponsorship or get advertisers on board.

While brand loyalty may be easy to acquire, raising awareness about the brand can be a daunting task. Vishnu Mohta says marketing and reaching out to people is always a challenge for these platforms. The advantage, he adds, is that marketing strategies can be focussed on target groups alone. However, with limited amount of subscription revenue, it’s not possible for these brands to bombard customers with great advertisement. 

OTT platforms offering sports content will easily have a bigger market, Mohta says. In India, the OTT market has started picking up only in the last two years. It’s very early to predict if it could emerge as a trend. Spuul content head D Girish says, “There has not been enough data to conclude that there’s an upsurge of popularity of such content. Even on television niche content viewership is less than 7%, definitely less than 10%.” He adds that that there is enough scope for these platforms to grow, but it’s still too soon to predict if it will play a significant role.

Hussein and Mohta echo that it will take a few years for the Indian ecosystem to tap into the full potential of the platform. “I think there is an opportunity for niche content because digital video allows niche content to get consumed and discovered. But I think people have to be smart in terms of why they want an OTT strategy, why it is different compared to running a channel on YouTube or Facebook,” says Hussein. “Niche platforms have their USP also. People have a stronger loyalty to these platforms. Niche OTT have a play. I’m not sure about all genres will work or not. There are specific genres like spirituality, devotional can have a play,” he adds.

It will be a challenge for these platforms to survive against larger platforms. Eventually, they may even consider consolidation to ensure a longer innings. Alternatively, larger platforms may acquire the niche platforms if they offer interesting content to attract a wider audience. Perhaps the solution to evading shutting down may depend on the choice and quality of content.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/indvspak.jpg?itok=fPYxEAEC
#INDvPAK becomes the most tweeted about ODI on Twitter with 2.9 million Tweets

MUMBAI: India won by 89 runs in Manchester on Sunday to extend their unbeaten streak against Pakistan in the World Cup history. While we saw the rivalry between both teams on the field, the roar of the fans was loud on Twitter. The game broke cricket records by becoming the most Tweeted about one...

iWorld Social Media
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/tapan.jpg?itok=faLvlqy_
Hungama appoints Tapan Sharma as the vice president for integrated media sales

MUMBAI: Hungama, India’s leading digital entertainment company, has appointed Tapan Sharma as the Vice President for Integrated Media Sales. With over 16 years of work experience in ad sales and content monetization, Tapan comes to Hungama from Gaana where he served as the National Head – Audio...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/facebook.jpg?itok=EuABI7Nb
Facebook and Kiran Rao partner to unleash the power of mobile storytelling

From cinematic canvas to mobile canvas, filmmaker Kiran Rao marked her return to direction with two films made for Facebook India.

iWorld Social Media
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/gs.jpg?itok=UgXFjjVu
One Digital Entertainment to focus on content localisation, international expansion and tech innovation

Along with focusing on reaching out to global audiences, digital content network One Digital Entertainment is also focusing on the niche regional ones. Meanwhile, localisation of content is a key focus area this year.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/11/vigo.jpg?itok=AuwI3pmF
Top Indian Cricketers Catch the Beat of #YehWorldCupHumaraHai Anthem on Vigo Video

Vigo video users Mellow’D, Krishnan, Vishal Ahire, Sumit Kumar and Tushar Chatterjee created a heartfelt yet catchy song #YehWorldCupHumaraHai to celebrate the spirit of ongoing ICC World Cup 2019.

iWorld Video On Demand
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/10/google.jpg?itok=dCVnInc1
Google earned $4.7 bn from news search in 2018

A whopping $4.7 billion was made by Google via search and Google News from the work of journalists during the year 2018

iWorld Social Media
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/10/eros.jpg?itok=aV9QeEPb
Eros Now announces 18.8 million Paid Subscribers as of March 31, 2019

Eros International Plc (NYSE:EROS), a Global Indian Entertainment Company, today provided the following statement from Group Chairman and CEO of Eros International Kishore Lulla

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/08/tik-tok-lab.jpg?itok=6qihWTmC
TikTok Creator’s Lab 2019 Celebrates India’s Creative Economy

Mumbai:TikTok, the world’s leading short-video sharing platform, organised India’s first-ever Creator’s Lab in Mumbai. The event, which brought together over 500 creators and influencers from all over India, serves as a testament to TikTok’s commitment to actively contribute to the country’s...

iWorld Social Media
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/08/netflix.jpg?itok=j6HzWI2e
Netflix testing new feature 'Extras'

Netflix has started testing a new feature on its mobile app, called ‘Extras’. The feed which is being tested with a subset of Netflix’s audience, will show a gallery of Netflix Originals – TV shows and movies.

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories