How Digital India will foster VoD growth: Spuul Global CEO


MUMBAI: India is a market with enormous potential for digital services, and it is expected to continue to grow with a very rapid speed and much higher than many other markets in the world, as far as data traffic is concerned. In fact, some estimates suggest while the rest of the world will grow 10-12 times maximum when it comes to data traffic, India will grow 17 times.

In the West, people went from a single TV to multiple TVs and then to the mobile, but India seems to be jumping directly from TVs to watching content on their smartphones, leaning on improving mobile internet to consume digital content. TV is becoming a static screen in your living room, while consumers are looking forcustomized viewing experiences.

With a number of video on demand platforms coming together the Indian consumer is all set to enjoy a wide variety of video content as each VOD platform has something unique to offer to its viewers. 

Having said that,the online video space provides a fantastic platform for experimenting with various content formats. It isn’t constrained by the economics of satellite television. A show prepared for the web, doesn’t necessarily need to be in ~30 minute slots. It could be a few minutes or a few hours. This has allowed content creators to experiment with multiple formats.

At the same time there is a clutch of factors that could play spoilsport in the near future. Despite falling costs of technology and production, producing content is prohibitive and added to that distribution costs too are significant. The state of the broadband speed remainsspotty.

A July report by Akamai, a US-based content delivery and cloud services provider, suggests that India had an average 3.5 Mbps Internet speed. Yet, it was the lowest average Internet speed in the Asia Pacific region.

On consumption of data, the report said the country is on the cusp of significant growth in data traffic driven by rising data users as well as growing data usage per user.For 2016, the number of smartphone users in India is estimated to reach 204.1 million, with the number of smartphone users worldwide forecast to exceed 2 billion users by that time.

Watching a movie of 2-3 hours could take up about 200-250 MB of data, which costs around INR 40-50. For VOD platforms to succeed in India costs of 4G have to come down drastically.The Telecom Regulatory Authority of India (TRAI) said that there are 1.06 billion wireless telecom subscribers in the country. The Cellular Operators Association of India, said, the number of 3G users in India is expected to more than double (to 330 million) and 4G to grow by over 10 times (to 42 million) from 2015 base till 2017.  4G will be a game changer in the way video is being consumed in the country. 

The way consumers consume information and entertainment will change from TV to video on demand over multiple devices, but one thing that won’t is that content will continue to be king. Because how the content is consumed depends on ease, convenience of the video on demand platforms and ultimately technology will decide who gets the most viewership. India though has room for many video on demand services to survive and thrive because preferences and tastes of viewers vary from region to region.

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/large/public/Subin%20Subaiah-800x800%20%281%29.jpg?itok=noP8yybOThe writer of this article is Subin Subaiah. The views expressed here are personal, and Indiantelevision.com need not necessarily subscribe to them

Latest Reads

Reliance Jio adds 27.9 mn subs in Q3; GigaFiber marks entry in 1400 cities

Mukesh Dhirubhai Ambani’s juggernaut Reliance Industries Ltd (RIL) reported 50.7 percent growth in gross revenue for the quarter ended 31 December 2018 (Q3 2019, quarter or period under review) as compared to the corresponding year ago quarter. The company’s operating result was 25.4 percent higher...

iWorld Broadband
Netflix adds 8.8 million paid subs in Q4; stock falls as spending weighs on profits

Netflix in its Q4 earnings beat Wall Street expectation in terms of international subscriber growth but the same in its domestic market remains tepid. For the quarter, the online video platform reported 1.5 million domestic subscriber addition and 7.3 million new subscribers internationally.

iWorld Over The Top Services
Netflix releases the trailer for Soni

Netflix today launched the trailer for the critically acclaimed film Soni, will launch on the service in 190 countries on January 18, 2019.

iWorld Over The Top Services
Netflix raises US prices for the first time since 2017

Is Netflix feeling the heat of well-funded competitors? The king of OTT platforms is increasing its US prices for the first time since 2017.

iWorld Over The Top Services
Amazon Prime Music introduces innovative Hands Free Feature to enjoy music using voice on its mobile app

Amazon Prime Music further deepens its focus on innovative voice features with the introduction of Hands Free feature that enables listeners an effortless, lean-back music listening experience on their Amazon Prime Music mobile app.

iWorld Over The Top Services
ZEE5 maintains momentum with 56.3 mn MAU in third quarter

Media conglomerate Zee Entertainment Enterprises Limited (ZEEL) on Tuesday published its third quarter financial results with its OTT ZEE5 demonstrating continued growth.

iWorld Over The Top Services
Amazon Prime Video drops the full title track of upcoming Prime Original Series Four More Shots Please!

There’s a new anthem for friendship and female bonding in town and Four More Shots Please! is the clarion call! Amazon Prime Video, today dropped the entire title track of Four More Shots Please! Releasing shortly after the no-holds-barred trailer, this title track reinforces the theme of the show...

iWorld Over The Top Services
ZEE5 bridges boundaries to #ShareTheLove with Pakistan, Bangladesh

Three months after its soft launch across 190+ countries, digital entertainment platform ZEE5 is now zooming in on specific priority markets.

iWorld Over The Top Services
Star India's ambitious foray into content with Hotstar Specials

Star India, the nation’s storyteller and its most innovative content company across TV, Films & Sports, is ready with its next big leap in content on the back of its OTT, Hotstar.

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories