iWorld

Pricing, analytics, customization, video quality crucial to decide OTT market leader: Frost

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/10/17/youtube-800x800.jpg?itok=sFvLdHFK

MUMBAI: The nascent over the top (OTT) video market in India is growing as smartphone penetration and 3G and 4G subscribers continue to increase rapidly. The recent launch of Reliance Jio’s affordable data services and initiatives, such as Bharat Net, will continue to drive down data service prices, boosting video consumption over fixed and mobile broadband.

“It will be critical for market participants to gauge viewership trends, price sensitivity and technical requirements while offering their video services,” said Frost & Sullivan digital media director Vidya S Nath. “Pricing, data analytics, personalization and video quality will be crucial in defining the market leader in the next five years.”

The Over the Top (OTT) Video Market Update, India, 2016 analysis is part of Frost & Sullivan’s Digital Media Growth Partnership Service program, which includes research, consumer analytics, consulting and advisory services on pay television (TV) services and media technologies.

While the dominance of YouTube and TV reins in subscription-based models, making digital advertising the most used business model for now, OTT video providers have confidence in the growth prospects of the market:

. India has over 300 million Internet users and about a billion smartphone users

. Millennials and Gen Y comprise about a third of the population and are driving viewership trends toward personalized content

. The country’s fragmented demography offers more than 20 types of audiences by major languages, creating tremendous opportunity for content creators and producers

. OTT providers can target Indian immigrants internationally

The market is already crowded with about 25 market participants that include telecom operators, direct-to-home (DTH) TV providers, broadcasters and individual OTT providers. The number of participants will grow further over the next two years.

“Even though the return on investment for OTT services providers is slow and does not justify the business proposition in the short run, competition will spur all broadcasters to consider the OTT business,” noted research analyst Aafia Bathool. “Exclusive content at a competitive price with a sophisticated, user-friendly interface is the way forward. To achieve this, the market will see increasing strategic alliances among ecosystem players.”

Key participants in the current market include Hotstar, Eros Now, Ditto TV (Zee Networks), Asianet Mobile, YouTube, and Netflix. New market participants who will likely intensify competition include Amazon and Balaji ALT. Other market participants include Reliance Jio, Airtel, Vodafone, Zee Network, Voot, Viacom, Spuul, Veqta, Yupp TV, Dish TV, HOOQ, Hungama, Shemaroo, SonyLIV, and Tatasky.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/Jack_Huang-Kenny_Ye.jpg?itok=zXSdsn_d
Mobile content: Alibaba's UCWeb to invest Rs 2 billion in India & Indonesia

MUMBAI: UCWeb, part of Alibaba Mobile Business Group, has announced its plans to invest Rs 2 billion over the next two years in India and Indonesia market. The funds will primarily be used to tap the huge potential of user-generated content in India via its news distribution and content platform,...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/AMAZON.jpg?itok=tBuu5ial
Amazon Prime Video India ties up with OML

Amazon Prime Video India has entered into a partnership with OML (Only Much Louder) to release 14 comedy specials exclusively for Amazon. The shows are set to launch in May.

iWorld Video On Demand
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/TDSAT800_0.jpg?itok=Qtkmakk-
Idea petitions TDSAT against TRAI; price war set to escalate

MUMBAI: Idea Cellular has petitioned TDSAT seeking to stop Reliance Jio from continuing free services till 31 March. In December 2016, India's largest telco Bharti Airtel had moved the tribunal over the same issue.

iWorld Telecom
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/Niti_Aayog-Narendra_Modi.jpg?itok=xIS0FZLC
Sops offered to promote indigenous electronics industry

NEW DELHI: In a move to give incentive to the electronics sector, the Government has taken steps to expedite investments into the Electronics System Design and Manufacturing (ESDM) sector in India to achieve the goal of ‘Net Zero imports’ in electronics by 2020.

iWorld eNews
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/Horrid-Henry_Nitesh-Kripalani.jpg?itok=PAxZhLTA
Zodiak shows to be on Amazon Prime in early '17

MUMBAI: Zodiak Kids has announced that it has sold a series of titles to Amazon India, in a deal amassing over 100 hours. The shows are set to launch on Amazon Prime Video in early 2017.

iWorld Video On Demand
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/18/Anupam-Shrivastava.jpg?itok=fURGQS0W
BSNL launches FMT & Ditto TV; 4G planned this year

MUMBAI: State-run BSNL is now making diligent changes to their services. The service provider has gone beyond its limits and adapting to the dynamic changes in the Indian telecom scene.

iWorld Telecom
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/18/Mukesh-Sunil.jpg?itok=FTXaEv5U
Jio may use US$4.4bn to lay OFC, expand network to stifle competition

MUMBAI: It's common knowledge that Reliance Jio, Mukesh Ambani's telecom venture, is up against incumbent rivals such as Vodafone, Bharti Airtel, and Idea Cellular. Jio closed 2016 with 72.4 million subscribers. Last September, it claimed to be the fastest growing technology operation in the globe...

iWorld Telecom
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/17/mtnl-800x800.jpg?itok=WuUVxEfE
NDMC-MTNL tie up to provide free Wi-fi & FTTH

A fresh attempt is being made by the New Delhi Municipal Corporation (NDMC) to provide free Wi-Fi services in Connaught Place and Khan Market with a tie-up with the Mahanagar Telephone Nigam Ltd, after the first attempt lost credibility with complaints of slow or no connectivity.

iWorld Telecom
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/18/OTT-800X800.jpg?itok=YgbC4X3B
Global OTT may expand at 14.5 per cent CAGR

MUMBAI: Over-the-top (OTT) content is the delivery of audio, video, images, and other media over the internet and bypasses traditional content distribution services. OTT services are mostly related to communication and media and are generally lower in cost than the traditional method of content...

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories